The Growth Distillery, an independent research think-tank powered by News Corp Australia, has identified the four critical moments on the health purchase journey where brands can have an impact ,in a new study titled 'Moments that Matter: Health'.

The research highlights that while Australians are becoming more proactive about their health, many lack the knowledge or confidence to achieve their health goals.

The study found that only 17% of Australians strongly agree that they are in good health. Meanwhile, 78% have made a proactive health purchase in the last 12 months. Only 27% strongly agree that they are knowledgeable about health, and 57% are not completely confident in purchasing health products.

According to The Growth Distillery, these findings suggest a significant gap between Australians' health aspirations and their ability to make informed decisions about health products. This gap presents an opportunity for brands to step in and provide much-needed guidance and support.

The research identified four critical moments in the purchase journey where brands can have an impact: the realisation of a need, the beginning of the search, picking a winner, and winning hearts, minds and voices.

Interestingly, the study found that 90% of health consumers conduct research before purchase. The most popular search terms include 'where to purchase', 'best price', 'brands available', and 'benefits'. This indicates that consumers are actively seeking information to help them make the best health choices, but may be struggling to find reliable and understandable resources.

Research Director at The Growth Distillery, Stephanie Forsyth, said: "Australians need help now more than ever to achieve their health goals. Brands have a responsibility to help consumers, and can do so by understanding every moment of the customer journey."