As the pandemic upended life everywhere, many consumers became more concerned with health issues in general, with some embracing healthier lifestyles, including stress reduction, exercise and better eating habits. This has resulted in a highly favorable environment for categories like PN, creating tailwinds that we believe will outlast the pandemic itself. Indeed, increased concern about health in general was the most important reason for increased interest in PN services due to COVID-19, cited by 48% of respondents.
Furthermore, COVID-19 and the vaccines developed to combat it have shined a spotlight on how differently people respond to illnesses and medical treatments. We see stories to this effect in the news on a daily basis. The idea that people are subject to differing health outcomes may be partially responsible for an increased interest in personalized medicine. Notably, a significant portion (43%) of respondents who attributed their increased interest in PN services to COVID-19 said the main reason was belief that PN solutions provide better results than generalized solutions.
Interestingly, when asked to rank which sources of information were most helpful in making a purchasing decision, online reviews came out on top: a third (33%) of subscribers chose online reviews as their No. 1 source, compared with less than a quarter (23%) who chose physician or healthcare practitioner recommendations. This is a strong indication that peer reviews are a major source of influence in buying decisions within this category (see Figure 2).