Less than half of consumers polled believe the food industry is doing everything it should to help with peoples wellness. Thats according to the Ogilvy Wellness Gap, a study just released by the New York-based firm.

The study, released yesterday, found that despite its US$4.5 trillion economy, the wellness industry is leaving some global consumers feeling unwell. In fact, of its 7,000 global respondents, only 41% believed the food industry has done what it should to help with peoples wellness.

Quantifying the gap between consumers wellness expectations of brands and how they judge delivery against those expectations, Ogilvy surveyed 7,000 consumers from 14 countries across 4 continents in April 2020 to gain new insight into how they saw wellness in 2020.

The study found that In 2020, 77% of people said “wellness is very or extremely important to them,” while slightly more—80%—want to improve their wellness.

In addition to making their insides feel good, respondents also indicated they want their wellness products to contribute to making the world a better place as well.

71% say a wellness brand should make a positive difference

60% say it should give them a sense of purpose

53% say a brand should help them feel connected