If you’re a business considering pollen data integration in 2021, now is the time to act. Here's why.
More People Today are Suffering from Seasonal Allergies
According to the ACAAI, allergic rhinitis already affects between 10%-30% of the entire world population. There’s now evidence to suggest that hayfever (or allergic rhinitis) is on the rise - especially in urban areas.
One France-based study found that hay fever prevalence in a particular region rose from 8% of the local population in 2004 to 12% in 2015, possibly attributed to rising allergenic ragweed pollen. It’s estimated that by 2025, half of the entire EU population could suffer from seasonal allergy (!)
Allergy Seasons are Getting Stronger & Longer
Researchers have analyzed pollen data sets from 17 different locations in the Northern Hemisphere averaging over 26 years. In 71% of the locations analyzed, researchers found increases in total amounts of pollen produced and in 65% of the locations a significant increase in the length of the pollen producing season, by 0.9 days per year worldwide on average. Another study by Bielory, suggests pollen counts could double by 2040.
The Demand for Pollen Information is Growing
The global pollen allergies market is predicted to grow dramatically between 2019 and 2026. With this market growth, comes increased demand from the public for actionable pollen information that can be used to manage and better control allergy symptoms.
Hyper-local Pollen Data Now Available for Businesses
Based on the precise topography, weather and climate conditions of a particular location, pollen levels can change from 1 kilometer to the next. For actionable decision-making, it’s often insufficient to provide pollen data only at the level of a large region.
UK MetOffice Pollen Map
The UK MetOffice divides all of the country into only 16 very large regions - but within these regions, the actual pollen levels may vary dramatically.
BreezoMeter’s approach to pollen reporting provides accurate live and forecast pollen reporting up to the resolution of 1KM. Even more, this information is broken down by plant type and species for every location:
Industry Leaders Are Already Integrating Pollen Data
Global, leading companies like ALK, Taisho Pharmaceutical, Amcal Pharmacy have already started to leverage high-resolution pollen count data feeds and insights for their current and future product roadmaps. This is a sign of wide-spread market disruption to come.
COVID-19 Makes Accurate Pollen Data More Necessary
Previous studies have shown that pollen season is associated with general increased mortality from respiratory & cardiovascular disease: A study by a group of Finish researchers found that the sudden start of the pollen season increased mortality due to respiratory diseases by as much as 20%. We’ve written more about the increased risks for pollen-sensitive groups in the time of COVID-19 here.
Personalized Pollen Data Helps Brands Differentiate
As options for personalized environmental intelligence increase, so do options for businesses looking to differentiate. At BreezoMeter, we often find that businesses integrate either pollen information or air pollution information. However, when it comes to human health & what your customers care about, pollen and air pollution are entirely linked!
By complementing existing air quality integrations with pollen, businesses benefit from a new insights layer to add to their existing products and solutions. Your close competitors are probably not doing this yet!
Personalized Pollen Data Helps Build Brand Trust
As many as 72% of consumers today will only engage with personalized messaging. This fact has been duly noted by Neutrogena and Amcal Pharmacy, who use environmental intelligence to deliver the right message, at the right time to the right people, with amazing results:
Amcal Pharmacy Shows Live Pollen Information to Australian Commuters
Your Products, Apps & Websites will be More Engaging
For product managers looking for clever ways to boost engagement and reduce churn across their products, pollen count data feeds and personalized insights has been found to transform historical interaction with certain types of products and applications.
By integrating attractive pollen heatmaps and personalized recommendations, to their allergy-suffering customers, allergy-leader ALK improved their app churn rate by 50%!
Pollen Insights Inform Product, Marketing & Logistics Strategy
Our individual responses to the environment around us has presented a challenge for companies looking to develop tailored solutions based on our environmental exposure.
Today, location-specific pollen data can be correlated with real product use and individual behavior to develop solutions that are more personalized to the user. For healthcare providers, hyper-local historical, live and forecast pollen data can also help to plan where and when medical supplies will be needed and where to prioritize marketing activity.
One of our clients even integrated live pollen insights for real-time bidding in Adwords, with great results!