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Clinical over clean? A comment on McKinsey’s latest "Future of Wellness" research



In this week's article, I have decided to deviate slightly from my usual approach, drawing inspiration from a McKinsey & Company report on the "Future of Wellness". The report details a survey conducted by McKinsey with 5000 consumers in China, the UK, and the US. Of course, I highly recommend reading of the complete report, but here I would like to discuss one particular point that caught my attention.

One trend highlighted in the study is the concept of "Clinical over clean." The report notes a shift among consumers from products marketed as clean or containing natural ingredients towards those boasting clinically proven efficacy. According to the report, this trend has become even more pronounced in recent times. For instance, in the “Beauty” category, over half of the consumers surveyed in the UK and the US identified clinical effectiveness as a top purchasing factor, whereas only 25% expressed the same sentiment for products labeled as natural or containing clean ingredients. Reflecting on this shift in consumer behavior, one cannot help but find it curious, if not intriguing, right?

Well, from my perspective, I believe this transition is not merely a matter of swapping one preference for another; rather, it signifies a broader evolution in consumer preferences driven by increased access to information and the aftermath of the COVID-19 pandemic.

Considering my preferences when purchasing cosmetic products, clinical effectiveness also ranks high on my list, particularly concerning anti-aging solutions and sunscreens. However, this does not mean I disregard the importance of natural or clean ingredients. Over the years, with the digital revolution providing us with unprecedented access to information, consumers have become increasingly discerning about the products they use. Also, the COVID-19 era has awakened within us a sense that, when it comes to our health, we need to rely on products that are proven to be effective. The prevalence of fake news in our volatile, uncertain, complex, and ambiguous (VUCA) world is regrettable, yet it has made people more critical regarding the authenticity and sources of the information they consume. Essentially, this trend of prioritizing clinically proven efficacy has become a guiding principle in our daily choices, in everything related to our health: medication, nutrition, vitamin/supplements and of course, cosmetics!

Nevertheless, it is essential to recognize that the emergence of clinical efficacy as a guiding factor does not negate the importance of clean and natural cosmetics. Metaphorically, just as fluency in English (for non english-speaking countries) or a postgraduate degree were once markers of distinction in the job market, they have now become standard expectations for some job positions. But that does not mean that they are not important. Similarly, as consumer trends evolve, products must adapt to meet multifaceted demands. The winning products will be those that encompass a spectrum of qualities, including proven clinical efficacy, but also sustainable production, clean and natural ingredients, transparent communication of benefits to consumers, and adherence to trends in color, fragrance, and usage.

In summary, the consumer landscape is evolving towards a more demanding and discerning marketplace. It is no longer a matter of clinical over clean, but rather a convergence of clinical efficacy, cleanliness, sustainability, and other attributes that cater to the preferences of an increasingly sophisticated consumer base. As such, manufacturers must embrace this mosaic approach to product development, addressing the diverse needs and expectations of modern consumers.



Reference:

McKinsey & Company - The trends defining the $1.8 trillion global wellness market in 2024


 

 

 

 

 
 
 

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