Tapping into the Health & Wellness Trends in the Air!

Our physical and mental health continues to stay high on all our agenda’s and has been particularly accentuated by the recent pandemic; consumers recognise the value in being physically fit, eating the right foods for a healthy immune system to ward off illness and taking time for ourselves to support our mental health.  The health and wellness sector will only grow in importance as consumers place greater focus on their health, and the relationship between food and mental health becomes more widely explored and recognised. Airlines can embrace this trend to tailor their offering and for happy passengers!

In a recent survey conducted by our UK Insight Lead, Holly Leadbitter, many passengers cited healthier food options as a top priority. So how can airlines support this desire for healthier choices? The number one preference was for healthier snacks such as those high in protein or fibre and lower in calories. It seems some consumers are no longer satisfied with traditional crisps and chocolate options as they recognise the impact these salty and sugary snacks have on how they feel during the flight. Introducing snacks which are high in protein or low in fat would be most welcomed consumers.

 Interestingly, meal options to meet different dietary preferences was also considered important; “There needs to be more options such as veggie, plant-based, high protein, low carb, low calorie”. Consumers are choosing new diets to suit their weight management plans as well as their ethical choices and want to be able to continue this in the air. Meanwhile the more traditional diet of restricted calorie content featured much lower down the decision hierarchy, demonstrating during travel, consumers focus on positive eating choices as opposed to restriction.

 The survey also explored consumers wellness preferences on board and asked what airlines could do better to look after your wellness. The top response was “offer me a calming tea to reduce anxiety”. This highlights the stress some passengers can experience on board and would welcome any assistance from the airline crew in managing their anxieties. It opens up a vast array of additional opportunities. Airlines have the potential to offer passengers additional products ranging from calming drinks, mood foods or rituals to support stress relief.

 Some participants also talked about how airlines could support more by limiting their screen time and replacing with sleep inducing meditation and breathing classes. It seems that helping passengers to catch forty winks would be particularly welcomed by regular travellers! And it’s of no surprise then that low/no alcohol options were bottom of the list of preferences, suggesting consumers are currently choosing alcohol to support their desire for sleep on board the flight. Providing more natural ways to induce sleep in this era of health and wellness could make some very happy passengers!

“Natural, herbal teas and warm milky drinks to help me sleep, feel calm and reduce my anxiety whilst flying”

To find out more about some of the latest trends and insights uncovered by the Monty’s insight team, please get in touch or book an appointment to meet one of our sales team at the upcoming WTCE virtual event on 14-16th September.

 Source: Global Survey 321 passengers, taking 3+ hour flights 4x a year or more, pre and post pandemic. May 2021.