Bethan Hockey.
Three distinct behaviours predict which health and wellness consumers are ready to spend, according to research by the Growth Distillery.
The study, Signals of Intent: Health & Wellness, analysed one million real-world purchases and surveyed 3,000 Australians.
It found that high-agency consumers - those who believe their daily choices genuinely impact their health - spend 50% more and buy twice as much as low-agency consumers.
Three signs someone is ready to buy are: they actively compare products and research options rather than impulse buying; they read significantly more health content on specialist news websites, with more than half saying this directly influenced what they bought; and they check reviews and are 54% more likely to trust brands that appear on trusted health news sites.
The study recommends brands target behaviour, not demographics, as consumers actively researching products are ready to buy; show people their choices control their health outcomes as this mindset shift increases spending; and prioritise trusted health news sites where purchase-ready consumers engage.
"Reaching people interested in health is easy," said the Growth Distillery head of growth intelligence for client and commercial Bethan Hockey.
“Finding the ones who will actually spend is hard. Our research shows consumers who deeply engage with specialist health content spend more, buy more and decide faster.”
The Growth Distillery is a research think-tank powered by News Corp Australia.
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