4 Ways to Reach Health and Wellness Audiences in a Relevant Way

The global consumer wellness market, valued at $1.8 trillion, is an expansive one, driven by tried-and-true personal care products and health fads simultaneously. These days, consumers worldwide are prioritizing their health: 82 percent of U.S. consumers consider wellness a top or important priority in their everyday lives, which is similar to what consumers in the United Kingdom and China report (73 percent and 87 percent, respectively). 

To stand out in the increasingly crowded health and wellness space, it's essential to connect with the right consumers at the right time. By leveraging high-quality, targeted audience segments, marketers can create meaningful connections with the specific segments most likely to need their products and be interested in their brands.  

 

Let’s look at four ways brands can ensure they’re connecting with the right health and wellness shoppers, as well as some specific audience segments proven to drive sales.  

 

Connect with Health and Fitness Audiences 

Health and fitness shoppers are often highly motivated by goals related to exercise, weight management, and overall physical health. They seek products that enhance their performance, such as workout gear, supplements, and fitness tracking tools. Advertisers can connect with this audience through digital channels like social media, fitness apps, and streaming platforms where workout videos and health content are prevalent. Using audience data to deliver personalized content, like tailored workout plans or exclusive discounts on fitness products, can resonate with these goal-oriented shoppers and keep them engaged. 

 

Targeting Tip: Looking to connect with fitness enthusiasts who like to work out at home? Consider leveraging an audience segment like “Global Affinity Answers - Intent - Health & Fitness - Indoor Workout Programs / Machines.” 

 

Connect with Healthy Eating Audiences 

Audiences interested in healthy eating are motivated by a desire to improve their diet and make more informed food choices, often focusing on organic, plant-based, or locally sourced products. These shoppers are valuable to brands as they frequently seek out new and innovative health foods. Brands can reach them by using data to target them on platforms where they consume content about nutrition, such as recipe websites, wellness blogs, and health-focused apps. Personalized messaging that highlights specific health benefits, dietary accommodations, or cooking tips can capture their attention and foster loyalty. 

Targeting Tip: Looking to connect with healthy eaters who prefer to skip the animal protein? Consider leveraging an audience segment like “Eyeota - CPG and FMCG - Interest - Diet - Vegetarians and Vegans.” 

Connect with Self-Care Audiences 

Self-care audiences prioritize products and practices that enhance mental well-being, relaxation, and personal happiness. They are interested in wellness products like skincare, aromatherapy, and mindfulness tools, and they often look for ways to integrate these into their routines. Advertisers can effectively connect with this audience by using data to deliver targeted content on social media, wellness apps, and streaming services that offer relaxation or meditation content. Engaging them with messages about self-care rituals, new products, or limited-time offers can help brands align with their values and become a part of their daily routines. 

Targeting Tip: Looking to connect with consumers who want to counteract the sun’s effect on their skin? Consider leveraging an audience segment like “Global Affinity Answers - Intent - Beauty & Cosmetics - Anti-Aging Skin Care.” 

Connect with Audiences Limiting Screen Time 

Shoppers who aim to limit their screen time are focused on achieving a healthier balance between digital and offline experiences. This group values products that support this lifestyle, including books, arts and crafts, and products that support outdoor hobbies such as fishing or hiking. Despite these consumers’ desires to minimize screen time, brands can engage them by using audience data to reach them on platforms they use in moderation, such as digital wellness apps, podcasts, or email newsletters. Emphasizing products that help reduce screen fatigue or promote offline activities can resonate with these shoppers and demonstrate an understanding of their digital wellness goals. 

Targeting Tip: Looking to connect with consumers who want to set down their phones and lose themselves in a good story? Consider leveraging an audience segment like “Global Affinity Answers - Interest - Hobbies & Interests - Reading & Literature.” 

The Audience Guide for Health and Wellness Brands 

So, how can brands targeting health and wellness audiences optimize their digital ad spending to reach their best customers and prospects online? From driving awareness to engaging consumers in-market, the Eyeota Health and Wellness Audience Playbook has the personas and profiles you need. 

Browse our selection of audience segments built from behavioral, demographics, interests, intent, lifestyle and ownership insights. Activate our audience segments on all major demand-side and supply-side platforms to identify, reach, and engage your best target customers on audio, connected TV, display, digital out-of-home, mobile, and social channels. 

Discover addressable digital audience profiles to target your ideal customers, including audiences interested in: 

• Health and Fitness 

• Saving Money 

• Healthy Eating 

• Self Care 

• Limiting Screen Time 

• And more! 

Connect with the Data Desk to request your custom audience targeting strategy today!