2016 Health and Wellness Trends In America


17th Annual Consumer Report

2016 Health and Wellness Trends in America

A comprehensive consumer research report of consumer attitudes and behaviors related to diet, nutrition, general health and wellness


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      Price: $15,000 Order Report

Summary Table of Contents



Over 160 pages of new research on consumers need states, attitudes, usage, and opportunities including data, charts, graphs, analysis, and commentary!

Natural Marketing Institute (NMI) is pleased to present its 17th annual consumer report, 2016 Health and Wellness Trends in America, which examines consumer attitudes and behaviors toward healthy living and the health and wellness marketplace as a whole. This research uncovers insights into how today’s consumer integrates health and wellness into their lifestyle and reveals their motivations and the challenges they encounter in their pursuit of health.

Many factors are driving multiple categories across the U.S. For example, aging drives condition-specific needs, and increased consumer knowledge and desire for specific product features and benefits drive natural, organic, gluten-free and plant-based options. The need for education and an understanding of their drivers that affect consumer behavior patterns has never been stronger.

The objectives of this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 16 years and how these changes may impact the future landscape of the health and wellness industry. A glimpse into the report …

2016 Top 8 Consumer Health and Wellness Trends

  • Changing segment composition as evidence of health and wellness mainstreaming
  • Consumers' customized mix of traditional, alternative and emerging healthcare methods
  • Nutritional challenges families face with children in the household
  • Benefit understanding of natural, organic, and non-GMO products
  • The impact of environmental concerns on product choice

2016 Top 8 Consumer Trends in Health and Wellness

  • Brand Value
  • The Expansion of Alternatives from Alternatives
  • Retail Convenience
  • Impact of Technology
  • Formatting Nutrition
  • Repositioning Food
  • Proactive Packaging
  • Self Reliant Revival

Discover Leverageable Health Topics - NMI's Health and Wellness Trends Database

health and wellness database chart

  • Most comprehensive data available on health and wellness; based on attitudes, behavior and product usage within the world of health and wellness
  • Annual consumer research among U.S. general population adults and primary grocery shoppers.
  • Currently 17 years of trended data: 1999 through 2015, inclusive; a total of ~60,000 consumers in the database
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level +/- 1.8%
  • 4th Quarter 2015 survey was conducted among 3,000+ general population consumers
  • Conducted via on-line methodology

Unless otherwise noted, all data is from the 2015 HWTD study


Other NMI Databases Used Within This Report

databases used within this report image

  • The Healthy Aging Database (HAD)

Examines the concept that healthy aging is not just relevant to the aged and looks beyond physical health across dozens of dimensions

  • Sustainability Consumer Trends Database (SCTD)

Quantifies insights into environmentally and socially responsible products and services and explores environmentally conscious behavior (across industries)

  • The Supplement, OTC, Tx Database (SORD)

Studies the intersection of dietary supplements, OTC, and pharmaceuticals across usage patterns and attitudes surrounding all three categories

  • NMI's Healthy Eating Study

Explores the drivers and interest in following a healthier eating plan


Table of Contents


Health & Wellness Introduction

Trends in Health & Wellness

Database Overview

Definitions of Groups


Five Distinct Segments within the Population

Changing Composition of Segments over Time







Healthy Living

Importance of a Healthy Lifestyle

Controlling One's Health

Personal Responsibility for Health

Important Methodologies in Maintaining Health

WELL BEINGS Ranking of Important Methodologies

Use of Healthy Products

Trust in Information Sources Regarding Health

Influential Groups

Interest in Methods to Prolong Health

Interest in Alternative Healthcare Options

Health Challenges

Influencers of Healthy Product Purchase


Drivers of Consumer Product Choice

Influence of Price vs. Quality - Trended

Influence of Price vs. Quality by Generation - Trended

Brand Loyalty vs. New Brand Trial

Perceptions of Store Brands vs. National Brands

Brand Choice Based on Personal Values

Product Choice Based on Environmental and Sustainable Orientation

Impact of Environmental and Societal Sustainability on Purchase

Impact of Green Seals on Product Purchase

Influential and Early Adopting Groups


Dietary Lifestyle

Consumers' Eating Regimen

Healthy Eating Attitudes - Trended

Nutrition for Health Management

Interest in Eating Healthier

Challenges of Healthy Eating

Convenience vs. Eating Healthy

Barriers to Healthy Eating

Perception of Manufacturer's Health Focus

Health vs. Taste

Food Choice Based on Emotion


Meal Preparation and the Family

Home Meal Preparation - Trended

Eating Together as a Family

Home Preparation of Meal Occasion

Importance of Nutrition in Family Meal Preparation

Altering Foods to Make Them Healthier

Food Selection Drivers

Impact of a First Child on Food Concerns

Nutritional Challenges for a Household with Children

Nutritional Challenges When Child Is Away from Home

Parental Sugar Monitoring

Concern Over Serving Family Artificial Sweeteners – Trended


What Is Driving Food Choice

Important Attributes in Food Selection

Important Attributes in Food Selection for WELL BEINGS

Generational Differences across Top Food Attributes

Food Label Monitoring

Preference for Minimal Processing and Ingredients

Items Checked for Most Often on Food Labels

Items Checked for Most Often on Food Labels by Condition Managers

Top Items Checked for Most Often - Trended

Types of Low/No Foods Used in Past Year

Avoidance and Addition of Foods - Trended

Ingredients Consumers Want to Add to Their Diet

Ingredients Consumers Want to Avoid in Their Diet

The Connection of Pesticides and Negative Health States

Sugar Monitoring - Trended

Perceptions of "No Sugar Added"

Types of Sweeteners Used

Types of Sweeteners Used by Consumer Groups

Reasons for Use of Artificial Sweeteners

Search for Alternative Sweeteners


Nutrient Needs

Use of Fortified/Functional Food/Beverages - Trended

Use of Fortified/Functional Food/Beverages by Generation

Reasons for Use of Fortified/Functional Food/Beverages

Desire for Nutrients via Pills or Food

Concern over Bioavailability of Nutrients

Perceived Nutrient Deficiencies

Use of High Fiber and Whole Grain Food/Beverages

Understanding of Nutrient Benefits

Desire for High Protein Foods - Trended

Reasons for Increased Protein Consumption by Generation

Perceptions of Dairy Milk Benefits

Awareness of Plant Protein Types



Importance of Vitamins/Minerals for Health Maintenance

Use of Supplement Categories by Generation

Use of Supplement Categories by Generations - Trended

Level of Supplement Use

Level of Supplement Use by Generation - Trended

Importance Ratings of Supplement Attributes

Concern over Level of Nutrient Content in Supplements

Preferred Supplement Formats


Understanding Natural, Organic and Non-GMO

Use of Organic and Natural Food/Beverages - Trended

Use of Organic and Natural Food/Beverages by Generation - Trended

Use of Store Brands of Organic Food/Beverages - Trended

Organic Category Use - Trended

Use of Natural/Organic Versions of Specific Food Categories

Perceptions of Organic Food/Beverages - Trended

Consumer Understanding of Benefits of Organic and Natural

Consumer Understanding of Quality Benefits of Organic and Natural

Willingness to Pay a Premium for Organic and Non-GMO

Perceptions of Organic Benefits - Trended

Perceptions of Personal and Environmental Safety of Organic

Importance of Availability of Non-GMO Products

Preference for Non-GMO across Product Categories

Impact of GMO Content on Purchase

The Safety of Consuming GMOs

Importance of Availability of Non-GMO Products by Shopper

Pros and Cons of GMO Products


Condition Management

Self-Reported Health Ratings by Generation - Trended

Worsening Health States by Generation

Condition Management by Gender

Impact of Health Claims on Food/Beverage Purchase

Use of Gluten-Free Foods - Trended

Condition Management by Gluten-Free Users

Management of Digestive Issues

Management of Emotional Conditions

Management of Heart-Related Conditions

Energy Opportunities


Looking for Alternatives

Use of conventional and alternative healthcare professionals

Use of Vegetarian Foods by Generation

Use of Sprouted Grains

Interest in "Green" Versions of Product Categories

Attitudes Toward Packaging

Social Networking as Alternative Advertising

Use of Peer Networks











For more information, kindly contact Steve French, at This email address is being protected from spambots. You need JavaScript enabled to view it.


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