The Wellness Apocalypse
How to Survive the Crash
After the Hype?
Wellness used to be a promise.
Now, it’s a battlefield.
the industry is growing so fast it’s starting to eat itself alive.
Between “functional” products multiplying without reason and brand stories that all feel like déjà vu, abundance has turned into noise. Gummies, shots, blends, and miracle formulas fight for space on overcrowded shelves and tired feeds. Consumers have noticed. They’re more skeptical, more regulated, more demanding.
Learn how to survive
in the new era
of well-being.
At Hardcuore®, we create brands built to thrive in markets of excess.
For the past 15 years, we’ve been a leading force in building consumer brands, paving the way for territories like wellness in Brazil.
This report brings together a year of research carried out in partnership with cool.lab, a laboratory for innovation and futurology, including an immersion at Natural Tech, the largest natural products fair in Latin America.
Together, HardCuore and cool.lab broadened the strategic perspective on the future by uniting design and trend research.
What you’ll find in this report:
Wellness: From
Boom to Saturation
Hardcare vs Softcare:
The New Polarization
Dominant and
Emerging Trends
Strategic Territories:
hydration, protein,
and energy
Survival Kit
The HardCuore®
Thesis
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