At this moment there is a lot to do about living healthy and being healthy. Think about eating biological food with good vitamins, or going to the gym more then you used to do before. Think about the hello fresh boxes, those are really popular. Or the rise in visiting bootcamps en people who go to the gym.
We are all together in this self-caring trend. Because de government, the people around us even the world, wants us to stand more on our own. The world expects us to be independent. So we want to prove to each other that we can by independent by going to work on ourselves. Beside that, there is a lot of advertisement about being healthy and going to the gym. Everywhere we go we see those advertisements, we see each other doing sports and eating healthy food. It is all around us.
In the last few years you saw a real growth in gyms, special restaurants, people who bought biologic food, company’s that are busy with healthy food, (more)apps that make you help live healthier etc. There is a huge change.
Think about company’s like: Basic fit and Fit4free. They started a couple of years ago and made a real big different in the world of gyms. In a real short time, they opened lots of gym’s inside but also outside the Netherlands. I think this is a good example to show the change. There are around 1850 gyms in the Netherlands (rabobankcijferstrends.nl), in 2007 there were only around 1398 gyms. The years before it there were 1200-1300 gyms but there wasn’t an extraordinarily growth in it.
Another fact is that there are a lot of sources on the internet that tell me that the rise of gyms is steady and isn’t rising anymore. That means that the trend is also in a steady moment, because the gyms also aren’t closing.
This thing about the gym is also suitable for the new apps, news company’s, special restaurants etc. There is a rising line that shows us that people want to live their life in an other way. Names that are new (not more than around 5 years old) and are all about living healthy: Hello fresh, Willem en Dress, my fitness pal, health app, basic fit/fit4free, vitamin bar (vitaminstore).
This trend is a meso trend and is in the middle of the lifecyle. It is a meso trend because it is really something important for a lot of people. Young, old, it doesn’t matter were they’re from or who they are, it has nothing to do with identity, but it is important for many people. That’s what makes it a meso trend. Besides that, this trend is going on a long time now. Meso trends lest 5 till 10 years. This trend is somewhere around the five years. This also tells us that it is in the middle of the lifecyle. In the beginning it was all new but now it is kind of normal to live that way. On the other hand, it isn’t already getting less important to live healthy, so this trend is somewhere in the middle. This all makes that the trend is in the 3 stage of the lifecycle: Early Majority. I am not sure if the trend already had his highest peak, what do you think? Is there going to be a real peak moment?