Brad Pyatt Discusses 3 Ways Health & Wellness Brands Have to Change to Reach Their Audience

Brad Pyatt is a former NFL athlete turned entrepreneur and has been listed as one the Top Fifty successful athlete entrepreneurs of all time, as well awarded the top 100 influential leaders in the Food Industry. The accomplished Senior Executive, Global Thought Leader, brings more than fifteen years of success across the Sports, Food & Beverage, and Health & Wellness Industries. Brad Pyatt is married to the Founder, Stephanie Pyatt of TRUWOMEN, a business focused on women and lead by women.

The global health and wellness food market is booming. In fact, by 2027, it is expected that it will be worth more than $1 trillion. With this boom, however, comes an influx of competition for reaching consumers.

To make a name in this crowded market, brands will have to do more than produce a quality product. Instead, they will have to capitalize on key trends that address consumer needs.

According to Brad Pyatt, three of these primary trends are:

1. Mental health matters. The COVID-19 pandemic has brought renewed focus onto another major health issue in our country: mental health. Social distancing, quarantining and the uncertainty associated with the last year, brought about a massive influx of depression, anxiety, stress, and substance abuse. According to research by ingredients maker Archer Daniels Midland (ADM), more and more consumers are making decisions about what they eat and drink based on what is good for their mental health. This includes selecting high-quality foods that contain lots of vitamins, minerals, and antioxidants that nourish the brain.
2. Immunity to the forefront. It is no surprise that foods that fuel immune health have become more and more important in the wake of COVID-19. More and more consumers are seeking natural options such as citrus fruits and vegetables that support their natural defenses. At the same time, they are seeking immunity-boosting ingredients as opposed to processed food items and that has many brands emphasizing what they are serving up in the products. For example, Brad Pyatt states that in all of its marketing material, dessert bar brand TruWomen leads with its simple, always easy-to-pronounce list of ingredients, plant-based recipe to attract customers. The goal is that the customer spends “more time enjoying what’s under the wrapper rather than trying to figure out what’s in it.”
3. Supporting businesses they believe in. Like other segments of the food industry, the health and wellness market is dominated by big brands. But, over the last year, more and more consumers have focused on supporting companies that are aligned with their belief systems. They are supporting companies that matter to them personally, such as black-owned businesses or women-led companies. That has many organizations telling their story beyond just the product. They are talking about the makers behind it. Brad Pyatt explains that TruWomen has built its base of consumers by emphasizing that it is not simply made for women, but made by women. In fact, the company was founded and is currently led by a female CEO.