In today’s fast-paced world, wellness has emerged as a fundamental pillar of a balanced and fulfilling life. It encompasses not only physical health, but also mental, emotional, and social well-being. Fifty-eight percent of US respondents to a McKinsey survey said they are prioritizing wellness more now than they did a year ago.
Wellness is a holistic concept that extends far beyond the absence of illness, focusing on the active pursuit of healthy choices and lifestyle habits that enhance our quality of life. As individuals, communities, and industries alike increasingly recognize its significance, wellness has become central to both personal fulfillment and professional performance.
In the shipping industry, which plays a crucial role in global trade, wellness has come to the forefront over the past few years. The demanding nature of maritime work—marked by long hours at sea, physical labor, isolation, and extended periods away from home—has presented unique challenges to the health and well-being of seafarers.
Mental health concerns, fatigue, and stress have increasingly gained attention, particularly as the COVID-19 pandemic highlighted the vulnerabilities of this essential workforce. As a result, the shipping industry has begun to prioritize wellness, implementing strategies to support the physical and psychological health of its workers, while recognizing that the well-being of crew members is integral to both safety and operational efficiency.
The focus on wellness within the shipping sector is not just a trend, but a necessary shift that aligns with the broader global movement towards fostering healthier, more resilient work environments across all industries.
A recent research by McKinsey identified several pockets of growth in the wellness space. ”Increasing consumer interest, technological breakthroughs, product innovation, and an increase in chronic illnesses have catalyzed growth in these areas.”, the organization highlighted.
The seven (7) key areas of growth are:
#1 Women’s health
Historically, women’s health has been underserved and underfunded. Today, purchases of women’s health products are on the rise across a range of care needs While the highest percentage of respondents said they purchased menstrual-care and sexual-health products, consumers said they spent the most on menopause and pregnancy-related products in the past year.
Digital tools are also becoming more prevalent in the women’s health landscape. For example, wearable devices can track a user’s physiological signals to identify peak fertility windows.
Despite recent growth in the women’s health space, there is still unmet demand for products and services. Menopause has been a particularly overlooked segment of the market. Consumers also continue to engage with offerings across the women’s health space, including menstrual and intimate care, fertility support, pregnancy and motherhood products, and women-focused healthcare centers, presenting opportunities for companies to expand products and services in these areas.
October is Menopause Awareness Month and on the occasion of World Menopause Day, held annually on 18 October, the Maritime UK issued a call, urging maritime stakeholders to commit to improving women’s health and wellbeing through ‘menopause friendly’ workplaces. In that regard, a dedicated taskforce is focusing on promoting related initiative, with the aim to raise awareness around menopause. As Professor Carole Davis, UK Maritime, pointed out: ”Menopause matters if the maritime industry needs to be seen as truly inclusive”
#2 Healthy aging
Demand for products and services that support healthy aging and longevity is on the rise, propelled by a shift toward preventive medicine, the growth of health technology (such as telemedicine and digital-health monitoring), and advances in research on antiaging products.
More than 60 percent of consumers surveyed considered it “very” or “extremely” important to purchase products or services that help with healthy aging and longevity.
”As populations across developed economies continue to age (one in six people in the world will be aged 60 or older by 2030), we expect there to be an even greater focus globally on healthy aging.”, McKinsey said.
Organizations play a crucial role in supporting healthy aging and addressing age discrimination, ensuring that individuals of all ages are treated with dignity and respect. In the shipping industry, this issue is particularly important. The International Chamber of Shipping (ICS) has published a report on addressing age discrimination onboard vessels, emphasizing the need for fair treatment of all crew members. Notably, the report highlights that older women often face more discrimination based on age than their male counterparts, underscoring the importance of fostering an inclusive and equitable work environment for everyone, regardless of gender or age.
#3 Weight management
Weight management is top of mind for consumers in the United States, where nearly one in three adults struggles with obesity; 60 percent of US consumers in the McKinsey survey said they are currently trying to lose weight.
While exercise is by far the most reported weight management intervention in McKinsey’s survey, more than 50 percent of US consumers considered prescription medication, including glucagon-like peptide-1 (GLP-1) drugs, to be a “very effective” intervention. Prescription medication is perceived differently elsewhere: less than 30 percent of UK and China consumers considered weight loss drugs to be very effective.
Given the recency of the GLP-1 weight loss trend, it is too early to understand how it will affect the broader consumer health and wellness market. ”Companies should continue to monitor the space as further data emerges on adoption rates and impact across categories.”, McKinsey said.
#4 In-person fitness
Fitness has shifted from a casual interest to a priority for many consumers: around 50 percent of US gym-goers said that fitness is a core part of their identity, the McKinsey research found.
”This trend is even stronger among younger consumers—56 percent of US Gen Z consumers surveyed considered fitness a “very high priority” (compared with 40 percent of overall US consumers).”
Offering best-in-class facilities, convenient locations and hours, and loyalty and referral programs are table stakes. Building strong communities and offering experiences such as retreats, as well as services such as nutritional coaching and personalized workout plans (potentially enabled by gen AI), can help top players evolve their value proposition and manage customer acquisition costs.
Shipping companies can adopt and adapt initiatives similar to those suggested for fitness and wellness to enhance their value propositions for both people ashore and onboard. For example, they can develop initiatives that connect crew members with their families and communities while at sea and implement wellness retreats or workshops onboard that focus on mental and physical well-being.
#5 Gut health
More than 80 percent of consumers in China, the United Kingdom, and the United States consider gut health to be important, and over 50 percent anticipate making it a higher priority in the next two to three years.
While probiotic supplements are the most frequently used gut health products in China and the United States, UK consumers opt for probiotic-rich foods such as kimchi, kombucha, or yogurt, as well as over-the-counter medications
The gut forms a bidirectional communication system with the brain, known as the gut-brain axis (GBA), and can influence mood, cognition, and conditions like anxiety and depression.
#6 Sexual health
The expanded cultural conversation about sexuality, improvements in sexual education, and growing support for female sexual-health challenges (such as low libido, vaginal dryness, and pain during intercourse) have all contributed to the growth in demand for sexual-health products. Overall, sexual health is a key aspect of wellbeing and the limited access to sexual health information and resources can make it challenging to prioritize sexual health.
Eighty-seven percent of US consumers reported having spent the same or more on sexual-health products in the past year than in the year prior, and they said they purchased personal lubricants, contraceptives, and adult toys most frequently.
One of the major challenges in improving sleep is the sheer number of factors that can affect a good night’s sleep, including diet, exercise, caffeination, screen time, stress, and other lifestyle factors.
When we sleep, our brain signals our body to release hormones and important compounds. The healthy amount of sleep for the average adult is around seven to eight hours each night. A lack of sleep causes many significant changes in the body and increases the risk for serious health concerns. What is more, good sleep promotes skin health and a youthful appearance while it increases testosterone levels and encourages healthy cell division
As Christopher L. Hall, Managing Director of The American Club in Hong Kong, highlighted during the last Crew Welfare Week: ‘Sleep at sea plays a critical role in seafarers’ safety and health, and the industry needs to prioritize the promotion of better sleep.’
