Issue Health and wellness cannot be addressed as a single market

Summary

PwC draws a clear conclusion from its consumer segmentation: health and wellness cannot be treated as a single market. Its five archetypes differ sharply in what they want, from data-driven tracking to value-based incentives, community, holistic environments, and simple affordable options. The archetypes' value is practical, helping businesses see where growth is likely to come from. For some companies, that may mean finding new customers for existing products. For others, it may mean developing new products and services for current customers or forming partnerships around emerging wellness behaviours.