From cryotherapy to infrared saunas, a growing number of companies are offering aggressive ways to “bio-hack” the body to improve health — something their clients may be willing to pay for by slowing down their social lives.
One of them, Restore, enlisted help from Wakefield Research to better understand this growing category of care, which it calls “super wellness.” It surveyed 2,000 U.S. adults and found that more than one-third (34 percent) already consider these services an important part of their preventative health routine.
With prices rising for U.S. consumers, many say they’ll even forgo expenses like coffee and entertainment to be affordable.
More than half said they would prioritize these expenses over non-essential purchases (67%). They also give up attending social gatherings that require money (62%), buying coffee (58%), ordering takeout or going to restaurants (52%).
Nearly a third (31%) said they would even cut a binge-worthy streaming service or cable TV before cutting health and wellness bills, according to the survey results released this month.
Consumers seek out these super wellness services for improved physical fitness (71%), better sleep (64%) and mental acuity (61%), which many see as a benefit. More than three in five Americans (63%) say they believe investing in wellness activities can help them save on long-term financial costs from the effects of aging and disease.
What “super health” services are Americans seeking?
More than two-thirds of Americans (67%) identified at least one health service they would be interested in trying.
Overall, heat and cold exposure and slimming of targeted fat cells were the most popular (28%). This was followed by arm, leg and hip compressions (24%) to promote circulation, which included inflatable sleeves that applied pressure. This form of treatment is designed to increase blood flow and help relieve pain and inflammation.
FILE – A man recovers in a cryotherapy room on November 15th. Bagshot, UK, 2 February 2021. (Photo by Dan Mullan – RFU Collection for RFU/Getty Images)
Another 24% said they were interested in a biomarker assessment, which assesses blood deficiencies, chemical reactions or genetic markers to make more informed decisions about personal health.
Nine percent said they would try intravenous (IV) vitamin therapy, which delivers high concentrations of vitamins and minerals into the bloodstream.
Americans focus earlier on preventive health and wellness
Surveys show that the average American thinks it’s best to start focusing on preventive health and wellness at age 30. But many start even earlier.
The average Gen Z participant said the focus on preventive health should start at age 22, while millennials believe it should start at age 26.
Nearly half of adults surveyed (47%) said they plan to try an ultra-healthy activity, service or product within the next 12 months.
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This story was reported from Cincinnati.