The health, food, and beauty markets are converging into a consumer
products category that we call wellcare, a segment that is growing
rapidly thanks to consumer demand, discretionary health spending, and
global technology platforms. With its combined focus on wellness,
fitness, beauty, and environmental sustainability, wellcare encompasses
a broad range of key players, including some of the world’s largest
companies in the consumer healthcare, fast-moving consumer goods,
biopharmaceuticals, and medical device industries. In addition to these
traditional competitors, there are new entrants establishing positions,
including niche organic beauty companies, functional food businesses,
retailers, and technology companies that offer devices and platforms
designed to monitor individuals with specific health conditions. Mobile
platforms make it particularly easy for new competitors to appear out of
nowhere, taking advantage of the accelerated product development
cycles and the highly personalized consumer engagement tools.

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