Abstract
Summary
Natural Marketing Institute (NMI) is pleased to present its 2010 Health and
Wellness Trends Report™ (HWTR), our comprehensive report on the health and
wellness marketplace and its consumers, now with eleven years of data based on
large, comprehensive surveys of the U.S. general population. Nine chapters,
Health and Wellness Consumer Segments, Sales, Health Drivers, Healthy Eating,
A Generational View Of Health, Functional Opportunities and Healthy
Ingredients, Eco-friendly: Sustainable to Organic, Shopping for Health, and
Economic Impact provide almost 200 pages of data and commentary to the reader.
Every page offers unique insight with the presentation of charts, graphs, or
tables, accompanied by analysis and commentary on associated market elements
and key opportunities. Included are trended views of the general population as
well as views of specific opportunistic groups such as generations, health
condition managers, and integrated category users among others. We' re
confident that you' ll find much “food for thought” here as you
consider how these trends will affect your business over the next few years
and we hope this report will continue to be a valuable reference tool as well
as “good read” to our many supporters.
This year' s report begins with a review of nutrition industry sales. In 2009,
a recessionary year, we saw a general 5% increase in sales across all
categories with the largest increase among general merchandising products
including household cleaners, pet foods, and organic clothing, linens, and
flowers - all emerging categories within the wellness marketplace.
Market and consumer attitudinal changes, driven by the recession were reviewed
across the U.S. population in a segmentation adjustment analysis. This
analysis began with a review of over 300 attitudinal and behavioral measures
to understand how consumer groups have changed. We saw stability in attitudes,
but a reduction in size of the leading health segment, WELL BEINGS, which we
begin to examine in Chapter One and which you will see throughout the
report. These early adopting, market influencers have and will continue their
strong involvement across healthy products and services. As seen in
Chapters 8 and 9, Shopping for Health and Economic Impact,
they' ve changed some shopping habits which may be advantageous for mainstream
retailers.
Another significant segment for the industry, the MAGIC BULLETS, grew in size
as more consumers, pressed by time and other demands, are looking for easy
ways to stay healthy. This group became much more as their name implies,
relying on supplements, OTC and even prescriptions - in general pills - to
stay healthy rather than food.. The FENCE SITTERS, as will be seen, have
become very opportunistic. While they vacillate in their actions,
attitudinally this group of middle-America families is much more health driven
and they are looking for brands and retailers to help them stay healthy.
An overriding theme can be seen across the 2010 HWTR and particularly within
Chapters Three and Four, Health Drivers and Healthy Eating; that is, the
return of personal responsibility. In general, consumers have taken on more
responsibility for their health as a means of control in an uncertain world.
Across each segment of the population, each driven by their level of knowledge
and individual beliefs, we' ve seen positive changes in the personal desire for
health and the personal actions taken to manage their health. Even the EAT,
DRINK & BE MERRYS, those driven by taste and emotional gratification are
increasing some of their healthy behaviors. While marketers once feared that
consumers would walk away from healthy products and services due to a tight
economy, in fact, most remained stable or increased their healthy activity to
avoid more costly healthcare.
Chapter Five provides an overview of health condition management from
the viewpoint of generational differences in how we manage health to levels of
concern for the prevention of disease. While Boomers and Matures certainly
experience more serious conditions as they age, it is noteworthy that both
Generation Y and X have adopted significant interest in avoiding certain
conditions which ties to their health drivers and eating habits. This would
include the adoption of functional ingredients as examined in Chapter
Six. Opportunities abound for marketers who present plausible product and
brand platforms with supporting evidence to an increasingly open-minded
consumer base.
Chapter Seven provides an overview of eco-friendly and sustainable
activities among consumers. Key information is contained here across organic,
its value to consumers and understanding of key issues. In comparison to
“natural” marketplace opportunities, we provide the reader with
succinct data and commentary that will affect the future of these two
categories.
This eleventh edition of the HWTR is an essential tool for opportunity
analysis, new product development, marketing communications, and overall
strategic planning as it seeks to analyze the many changes across consumers
and the marketplace. NMI' s most comprehensive report on health and wellness,
the HWTR, will assist ingredient suppliers, manufacturers, brands, retailers,
healthcare providers and others in understanding the interrelationship between
influences, attitudes and behaviors as they seek to find the “white
space” in the marketplace.
Thank you for your interest in NMI' s Health and Wellness Trends Report and
support of this important research. Please let us know if we can answer any
additional questions you may have. NMI' s trended data can be analyzed across
custom groups and topics to fit your specific needs.
Table of Contents
Table of Contents
Introduction
Executive Summary
Definitions
Database Methodology
Chapter 1: Consumer Segments: Who is Buying Now
- NMI' s Health and Wellness Consumer Segments
- 2009 Health & Wellness Segmentation Update
- WELL BEINGS Summary
- WELL BEINGS at a Glance
- FOOD ACTIVES Summary
- FOOD ACTIVES at a Glance
- MAGIC BULLETS Summary
- MAGIC BULLETS at a Glance
- FENCE SITTERS Summary
- FENCE SITTERS at a Glance
- EAT, DRINK & BE MERRYS Summary
- EAT, DRINK & BE MERRYS at a Glance
- Demographic Profiles of Health and Wellness Segments
Chapter 2: Industry Sales Review
- U.S. Health and Wellness Industry Sales
- Projected Five-Year Health and Wellness Industry Growth
Chapter 3: Health Drivers
- Consumer Interest in Managing Their Own Health
- Importance of a Healthy Balanced Lifestyle
- Importance of a Healthy Balanced Lifestyle by Consumer Segment
- Drivers of Maintaining a Healthy Lifestyle
- Drivers of Maintaining a Healthy Lifestyle: WELL BEINGS
- Healthy Lifestyle Drivers Where Condition Managers Index High Against GP
- Top Methods of Achieving a Healthy Lifestyle
- Lesser Methods Used for Achieving a Healthy Lifestyle
- Methods of Achieving a Healthy Lifestyle: Segments Index High Against GP
- Methods of Achieving a Healthy Lifestyle: Condition Managers Index High
Against GP
- Means of Promoting Overall Health
- Stress Management - A Significant Health Driver
- Reducing the Effects of Stress Through Initiating Use of Specific Food &
Beverages
- Desire for Energy- A Significant Health Driver
- Energy and Stress Managers Differences In Healthy Lifestyle Modalities
- Avenues to Increase Energy
- Usage of Alternative Healthcare
- Interest in a Healthcare Plan with Alternative Healthcare Options
- Exercise Habits and Importance by Segment
- Exercise: Frequency and Attitudes
- Influencers and the Influenced
- Influencing Healthy Lifestyles
- Sources of Influence On Healthy and Natural Product Usage and Purchase
- Sources of Influence On Healthy and Natural Product Usage and Purchase
Among WELL BEINGS
- Websites Visited
- Social Websites Visited by Generation
- Magazine Readership
Chapter 4: Healthy Eating
- Perceived Connection Between Diet and Health
- The Connection Between Diet and Health Among Segments
- The Life Dynamics of Healthy Eating
- Eating Healthy Can Be a Challenge
- Pursuit of Health: Taste Barrier
- Emotional Barrier to Health
- Pursuit of Health: Expense Barrier
- Impact of the Food Pyramid Guidelines
- Food & Beverage Label Monitoring
- Items on Label Checked Most Often
- Food Selection Criteria
- Food/Beverage Purchase Criteria Changes
- Addition and Avoidance
- Consumers Desire More and Less From Their Foods
- A Short List: Minimal Ingredients
- Avoidance of Fats
- Low Sodium Food/Beverage Usage Patterns
- Avoidance of High Fructose Corn Syrup
- Monitoring Sugar Content
- Usage of Low and No-Sugar Products
- Types of Sweeteners Used Regularly as Part of Foods/Beverages or as a
Separate Sweetener
- Usage of Sugar “Substitutes” - Trended
- Consumers Becoming Increasingly Concerned About Artificial Sweeteners
- Low Glycemic Products: Awareness and Usage
- Avoidance of Ingredients Related to Allergies
- The Perceived Link Between Preservatives, Pesticides and Food Allergies
- Avoidance of Toxins
- Dairy, C120Meat and Poultry: Free from Hormones, Antibiotics, and Harm
- Degrees of Vegetarianism
- Snacking as Part of Healthy Living
- At-Home Eating Patterns
- Eating Out More of a Challenge
Chapter 5: A Generational View of Health
- Self Motivation Toward Health
- Drivers of Health: Matures Driven by Traditional Methods
- Reliance on Advances in Medical Science
- Healthy Eating Provides a Sense of Control
- Food Intake Monitoring
- Foods with a Specific Health Claim
- The Impact of Specific Health Claims on Food Purchase
- Health Management Through Food Selection
- Seeking Ways to Manage Inflammation
- Immune System and Disease Prevention Connection
- Initiation of Specific Product Usage to Promote Immunity
- Health Condition Management
- Health Condition Management Vs. Concern Over Prevention
- Consumers Currently Suffering from Digestive Issues
- Arthritis/Joint Conditions: Prevention and Management
- Product Usage in the Prevention and Treatment of Lack of Energy
- Product Usage in the Prevention and Treatment of the Negative Effects of
Stress
- Product Usage in the Prevention and Treatment of Osteoporosis/Bone Health
Issues
- Weight Management Methods
- Use of Internet Tools for Weight Management
- Connection of Exercise and Illness
- Interest in Alternative Methods as Part of Health Insurance Plan
Chapter 6: Functional Opportunities & Healthy Ingredients
- Increases in Healthy Choices Over Past Year
- Use of Supplements
- The Value of Supplementation for Health Assurance
- Health Drivers: Supplementation and Fortified/ Functional Foods/Beverages
- The Blurring of Supplements and Food
- Fortified/Functional Food/Beverage Use
- Functional and Fortified Food and Beverage Use by Segment
- Drivers of Functional/Fortified Food Use
- Drivers of Functional/Fortified Foods/Beverages Compared to Drivers of
Vitamins/Minerals
- Drivers of Fortified/Functional Food Use: Users Indexed Against GP
- Specific Health Claim and Clinical Research
- Food and Beverages for Treatment and Prevention
- Boomers and Matures are Instrumental in Driving Functional Growth
- Functional Foods as “Medicine”
- Willingness to Pay a Premium for Functional and Fortified Foods and
Beverages
- Fortified and Functional Food “Overdose” Concerns are Low
- Awareness of Emerging Ingredients is Growing
- Store Merchandising of Enriched and Fortified Foods
- Disconnect Exists Between Ingredients and Benefits
- Association of Omega 3 and Plant Sterols with Heart Health
- Association of Probiotics with Digestive Health
- Understanding of Primary Benefit of Specific Nutrients
- Benefits Associated with Omega 3
- Benefits Associated with Plant Sterols
- Benefits Associated with Vitamin D
- Fiber Usage and Consumer Dynamics
- High-Fiber Food and Beverage Usage Patterns
- Use of Whole Grain Foods/Beverages - Trended
- Adding Whole Grains to Diet
- Adding Protein to the Diet
- Food Use for Weight Management
Chapter 7: Eco-Friendly: Sustainable to Organic
- Consideration of Enviroment in Maintaining a Healthy Lifestyle
- Consideration of Environment in Maintaining a Healthy Lifestyle - Segment
Indexes
- Consideration of Environmental Health & Sustainability on Purchase Decision
- Environmental Impact on Purchase Decision
- Adopters and Influencers of Environmentally-Friendly Products
- Importance of Sustainable Agriculture
- Importance of Sustainable Agriculture by Health & Wellness Segments
- Willingness to Pay a Premium for “Green Products” by Health &
Wellness Segments
- Perception that Personal Environmental Responsibility is Too Difficult by
Generation
- Importance of Natural/Organic Food/Beverage Consumption in Maintaining a
Healthy Lifestyle
- Consumption of Natural and Organic Foods & Beverages in Maintaining a
Healthy Lifestyle
- Overall Organic Product Category Usage
- Usage of Eco-Focused Categories
- Organic Category Cross Usage
- Increased Organic Category Usage Across Segments
- Segments Using Organic Categories for Less than One Year
- Primary Drivers to Organic
- Health and Environment as Initial Drivers of Organic Food Usage
- Benefits of Organic Foods & Beverages Compared to Non-Organic
- Growth of Importance of Organic Attributes
- Credibility Challenges of Organic Foods & Beverages
- Clarity of Organic Food & Beverage Benefits
- Confusion Between Natural and Organic
- Barriers to Organic Food and Beverage Purchase
- Support of Local Community Helps to Drive Organic Produce Use
- Buying “Local” Vs. Buying Organic
- Comparison of Domestic Organic Ingredients to Global Sources
- Trust Issues of Mainstreaming Organic Brands and Retailers
- Willingness to Pay a Premium for Organic
- Usage of Eco-Focused Personal Care
- Impact of Corporate Social Responsibility on Purchase
- The Impact of Socio-Ecological Labeling on Purchase Decision
Chapter 8: Shopping for Health
- Shopping Channels for Healthy and Natural Goods
- Shopping Pattern Changes During a Recession Economy
- Shopping Channel Compound Annual Growth Trends 2004-2009
- NMI Segment Shopping Channel Patterns
- Total Retail Channel Shopping Behavior Across NMI Segments
- Annual Basket Ring Dollars per Household Across Channel by NMI Segment
- Internet Shopping 1999-2009
- Internet Shopping by Generation and Household Income
- Internet Shopping Behaviors by Generation and Household Income
- Healthy Internet Shopping Behaviors by NMI Segment
- Price as a Purchase Decision Driver Shows Growth
- Price-Driven Purchase Decision Among NMI Segments
- Importance of “Competitive Price” When Selecting
Foods/Beverages for the Household
- The Perception of Store Brands vs. National Brands
- Preference for National, Local or Store Brands
- Brand Loyalty and Trial
- Value of Nutritional Shelf Tags
- New Product Adoption
- Primary Grocery Shoppers - Gender Changes
- Healthy and Natural Product Purchase at Local Farm/ Farmer' s Market
- Locally-Sourced Food/Beverage Usage
- Importance of “Local” Merchandising
- Local Versus Organic
- Economic Impact on Shopping Behavior Among Natural Channel Shoppers
Chapter 9: Economic Impact
- Change In Economic Impact of Lifestyle & Grocery Shopping
- Economic Impact on Lifestyle & Grocery Shopping
- Economic Impact on Amount of Groceries Purchased
- Economic Impact on Food Selection: Health Vs. Price
- Economic Impact on Food Selection: Health Vs. Price - By Health & Wellness
Segments
- Economic Impact on Consumer Shopping Behavior
- Change in Brand Loyalty Versus Cost Savings
- Brand Loyalty Versus Cost Savings - By Age and Income
- Brand Loyalty Versus Cost Savings - By Health & Wellness Segments
- Usage of Store Brand Products - 3 Year Trend
- Comparison of Store Brands to National Brands
- Usage of Store Brand Products
- Change in Money Saving Behaviors Due to Economic Downturn
- Coupon Influence on Purchase Decision
- Economic Impact on Purchase Channel
- Change In Economic Impact on Purchase Channel
- Reduction in Item Specific Specialty Purchases Due to Economic Slowdown
- Economic Impact on Natural & Organic Food Usage - By Health & Wellness
Segments
- Change in Organic Purchase Due to Economic Downturn - Integrated Organic
Product Users
- Economic Impact on Supplement Compliance
- Economic Impact on Supplement Purchase
- New Users Vs. Long Term VMHS Users in Current Economy
- Comparison of Supplement Brands to Cost Savings
- Supplement Brand Loyalty Versus Cost Savings
- Change in Natural/Organic Personal Care Purchase Due to Economic Downturn
- Economic Impact on “Green” Purchases
- Economic Impact on Charitable Donations
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