As the world moves forward by leaps and bounds, what I’m searching for more and more, is balance. As humans, we harbor a deep desire for growth. Standing still is not an option. Whether as a society, or as individuals, we’re always looking for the next step.
I’ve been living in the U.S. for a few months now - in the land of dietary supplements and remote controlled rewards. It’s not just a cliché that everything here is a bit bigger and a bit brighter – a bit more…everything!
A recent study conducted in the U.S. by Mordor Intelligence shows that global sales for dietary supplements recently hit the $115 billion-dollar mark - and the market is expected to grow even further in the coming years. In fact, the study predicts an 8.6% increase by 2022. And we are already seeing the results, as life expectancy is expected to rise by 7 years by 2060, according to the “Statistische Bundesamt” (comparable with the US Census Bureau in Germany).
The growth trend for supplements also affects the sports and outdoor industry. Exercise as part of our lifestyle is here to stay and the industry can use it to its advantage. Purchases are no longer exclusively driven by a desire to look good, but by a desire to lead an active and healthy life. I am convinced that the future of the industry won’t be about selling the best hiking or running shoes. It’ll be about conveying a lifestyle concept in the service of personal growth.
Above all, the sports and outdoor industry will have to answer the fundamental question of why, not just how, does this improve my well being. Brand-name manufacturers will face the same challenge with their products and communication. Those who help fulfill our individual desires for a healthy lifestyle will come out on top. I’ve been saying it all along: We’re all in search of our better selves.
Julius Geis is a renowned expert in identity-based brand positioning for retailers and manufacturers. As CEO of JULIUS GEIS – BRAND AESTHETE® he consults globally successful brands in the sports, fashion and outdoor industry.