6 September 2017 Beauty Consumer Affairs Food

Brits go Crazy for Latest Wellness Trend

Turmeric lattes have been a staple menu item at most wholesome, healthy and (it has to be said) trendy cafes for some time now. Both earthy in taste and brimming with health benefits, the wellness-conscious among us have been swishing back the ‘golden milk’ with aplomb.

But with news this week that global, beverage giant Starbucks has jumped on the golden bandwagon, debuting turmeric lattes on the menu of 200 stores across the country, it seems the ancient, Asian spice is the latest bang in the ever-resounding ‘wellness boom’.


Wellness is big business

Anyone following lifestyle or market trends – or indeed anyone with access to a newspaper, magazine or the internet – will be familiar with the term ‘wellness boom’. It’s a phrase that has been increasingly used since the early 2000s, when referring to the steady incline in sales of ‘healthy’ consumer goods, fitness memberships, travel, books, eco water bottles, mobile apps, and so much more.

Despite being older than the many students across the country that recently sat their GSCEs, the wellness boom isn’t showing any signs of slowing with age – quite the opposite actually. In 2016 the global wellness industry was valued at $3.72 trillion, with 10.6% growth from 2013-2015, and the forecast for the future sees it only set to grow, thanks to advances in social media and technology.

The social gateway

Social media been absolutely instrumental in changing public perception of wellness. Being healthy is no longer just about regular exercise and eating your 5+ fruit and veg a day – it’s a lifestyle. A lifestyle that platforms like Instagram and Facebook both market and open doors to. Community groups offer motivation and inspiration, while hashtags and engaging and easily sharable content win out in the fight for viewership – something that savvy brands like CrossFit and Weight Watchers, have been quick to tap into.

For bad or for good?

Naturally this has sparked debate on whether the wellness boom is (ironically) healthy. On one hand there’s concern that highly curated and misleading content will result in diminished self-worth, and an unhealthy strive for perfection – the thin ideal in a shiny new form. On the other hand, developments in the tech sector are offering products that recently seemed like things of science-fiction. Consumers now have Artificial Intelligence tailored fitness plans, apps to increase their chances of fertility, diet regimes based on their DNA profiles, which all invariably add value to our lifestyles.

Where does that leave wellness, and turmeric?

There’s yet no definitive answer, whether that’s right or a wrong, but while the debate plays out there can surely be no argument that the ‘golden milk’ lattes offer more benefit than some of Starbucks’ other recent concoctions – Unicorn or Mermaid frappuccino anybody?

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