Shortly after the pandemic, we built an outdoor sauna. Why? It provides me with the Zen time that I need from my children. And it is good for my health.
This was just the beginning. Our backyard now offers an outdoor shower and cold plunge. Even my children have come to embrace my Zen paradise.
Across the country, we are turning our homes into personal wellness sanctuaries. Innovations designed to support health, relaxation, and mindfulness are becoming commonplace. And who doesn't need more of that!
Read on to find out about the brands driving this movement and what it takes to craft a successful wellness brand.
Four Categories Driving At-Home Wellness
Some of the main categories encouraging people to adopt at-home wellness are:
• Air quality and purification: Growing at a rate of 8% annually, driven by heightened consumer awareness of airborne pollutants and allergies, and increased desire for cleaner, healthier indoor environments.
• Sleep technology: A market expected to reach $40 billion by 2028, propelled by consumer interest in optimizing sleep quality, leveraging smart technology for personalized sleep experiences, and addressing sleep-related health issues.
• Relaxation and recovery tools: Experiencing double-digit growth over the past two years, driven by increased consumer demand for accessible and effective stress reduction and recovery products. These include infrared sauna blankets and percussive massage tools, which help users relax and recover after busy days or workouts.
• Mindfulness and sensory products: Gaining traction with 25% annual market growth, reflecting consumer adoption of practices that promote emotional balance, reduce anxiety, and enhance overall well-being through sensory engagement. Think aromatherapy diffusers, guided sound machines, and tools that create calming environments for rest or reflection.
Innovative Brands Leading At-Home Wellness
With more consumers investing in their well-being, it's important to understand where attention is shifting next. Let’s look at some leading brands in each category.
1. Air Quality and Smart Purification
Early adopters are gravitating toward sophisticated air purification systems. Brands like Blueair Signature and Dyson Purifier Cool Big & Quiet Formaldehyde (yes, that’s actually the name) offer real-time air-quality monitoring and stylish designs that enhance home aesthetics.
2. Enhanced Sleep Solutions
Smart, temperature-regulated bedding from Eight Sleep and ChiliSleep offers personalized comfort. Eight Sleep is a tech-enabled mattress cover offering a range of health benefits from thermal regulation to snoring mitigation. With its multi-tiered pricing model, you can choose what fits your wellness needs and your wallet. ChiliSleep is more of a mattress pad with similar benefits and sleep/ health tracking.
3. Holistic Recovery and Relaxation Tools
Infrared sauna blankets by HigherDose, red-light therapy by Joovv, and massage devices from Therabody make it easy to turn any-sized home into a wellness wonderland. For the sauna connoisseur ready to invest, there is KLAFS,a German manufacturer of saunas and steam rooms. Kohler Co. acquired the brand in January 2024 to round out its expanding luxury wellness portfolio.
4. Mindfulness and Sensory Wellness
Easy-to-use diffusers from Vitruvi spread the scents of aroma therapy throughout your home, with selections like relaxation, focus, calm, and coziness. Hatch lets you take your phone out of the bedroom while still listening to sleep-inducing content, helping you drift off, and then wake up to a gentle sunrise alarm.
Turning Insight into Action: How Wellness Brands Can Win
Here are four key principles that today’s most forward-thinking wellness brands are putting into practice:
• Clearly communicate science-backed health benefits. Today’s wellness shoppers are savvy and skeptical. They expect more than vague claims. Brands like Therabody have succeeded by backing their product efficacy with published studies and visible expert partnerships. Highlight third-party testing, clinical results, or medical advisory boards to build trust.
• Design products that seamlessly fit into modern lifestyles. Wellness products now live in living rooms, not just tucked away in drawers. Brands like Canopy (humidifiers) have embraced aesthetic-first design that complements modern home decor. Form and function must go hand-in-hand.
• Emphasize personalization, convenience, and ease of use. Products that adapt to the user’s lifestyle are winning. Kohler transforms your shower into a spa experience, including your favorite steam settings and aromatherapy scent, all at the touch of a button.
• Highlight mental health and emotional well-being benefits. Consumers are prioritizing products that help them feel calm, balanced, and grounded. Parachute Home has successfully positioned its bedding and robes as part of a ritual of self-care, rather than just soft goods. Tap into emotional benefits with authentic storytelling that mirrors consumers’ aspirations.
Crafting Your Home Wellness Brand
As Americans continue embracing home-based wellness solutions, brands positioned at this intersection will find significant opportunities for growth. By focusing on holistic product design, clear communication of wellness benefits, and seamless lifestyle integration, wellness brands can forge meaningful connections with consumers.
At Compass Marketing, our agency partners with innovative wellness brands like yours. We help you navigate the evolving home wellness landscape online, in-store, and deeply within consumers' daily routines. Whether identifying consumer insights, enhancing brand relevance, or crafting impactful ideas, we support your brand in becoming essential in the lives of health-conscious consumers.
Annette is skilled at identifying growth opportunities and successfully guiding products from concept to launch. At Compass, she advises leading brands and category disruptors in the health & wellness, personal care and digital health sectors.
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