18th Annual Consumer Report 2017 Health & Wellness Trends in America


18th Annual Consumer Report

2017 Health & Wellness Trends in America

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


health and wellness cover
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Summary Table of Contents



Natural Marketing Institute (NMI) is pleased to present its 2017 Health and Wellness Trends in America. This report, now in its 18th year, reports on the health and wellness marketplace and its consumers, based on extensive research of the U.S. general population. This report seeks to provide insights into how today’s consumer is confronting their own health and wellness. It uncovers factors that are creating health challenges, and reveals underlying dynamics in the health and wellness industry that help provide a glimpse into what lies ahead.

This research provides insights into how health and wellness is mainstreaming and how today’s consumers are confronting this wave of health information and the proliferation of healthy products. It further discusses how consumers are making purchasing decisions based on a new set of values-based qualities from toxin-free to fair trade. In addition, it highlights what sources to which consumers are turning in order to build their own understanding of the expanding health and wellness market and to structure their individual health regimens and goals.

With the range of new products now available, built on health and wellness platforms, comes a complex array of consumer attitudes, the need for education, and an understanding of the consumer drivers that will affect consumer behavior patterns and purchase intent. The need for an understanding of consumer drivers that affect behavior patterns has never been stronger.

Content includes...

  • 2017 Top Consumer Health and Wellness Trends
  • Segment profiles highlighting the mainstreaming of health and wellness and the emergence of new leaders
  • Consumers’ customized mix of traditional, alternative and emerging healthcare methods
  • The growing role of "convenience"
  • The increased importance of values-based attributes driving purchase decisions
  • The continued relevance of protein and attitudes toward plant-based protein
  • Consumers growing use of the internet to research products/services and company values
  • Plus much more...

Database Overview

Discover Leverageable Health Topics – NMI’s Health and Wellness Trends Database

chart health and wellness

  • 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 18 years of trended data: 1999 through 2016, inclusive; a total of ~63,000 consumers in the database
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
  • 2016 U.S. survey was conducted among 3,000+ general population consumers
  • Conducted via on-line methodology

Unless otherwise noted, all data is from the 2016 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, Rx Database (SORD)

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

Definitions of Groups Within the Report

GP - General Population U.S. Adults

Millennials - born 1977-1998 (Ages 18-39)

Gen X - born 1965-1976 (Ages 40-52)

Boomers - born 1946-1964 (Ages 53-70)

Matures - born 1900-1945 (Ages 71+)

Integrated organic user - use organic produce, packaged foods, beverages, milk once a day or more

Protein seekers - completely agree that they seek foods high in protein

Gluten-free users - have used gluten-free foods in the past year

Non-GMO User - have used Non-GMO labeled foods/beverages in past year

Herbal supplement user - have used herbal supplements in the past year

Natural Channel Shopper - shopped natural food supermarket, General Nutrition Center, health and natural food store, or other nutrition store in past 3 months

Not Natural Channel Shopper - have not shopped ANY of the following in past 3 months: natural food supermarket, General Nutrition Center, health and natural food store, or other nutrition store

HH with child - consumers who have a child 17 or under living in the household

HH with/out child - consumers who do not have a child 17 or under living in the household

Capital letters in this report denote statistically significant differences between groups at 95% level

All data is sourced from NMI's Sustainability Consumer Trends Database® (SCTD) unless otherwise noted


Table of Contents


Health & Wellness Introduction

Database Overview

Definitions of Groups

Trends in Health & Wellness



Five Distinct Segments within the U.S. Population






Trended Growth of Segments

Emerging WELL BEING Leader Group

Demographic Summary of Segments


The Mainstreaming of Health and Wellness

Importance of a Healthy Lifestyle

Importance of Aspects of Health

Willingness to Control Health

Search for Self Care Methods to Prolong Health

Importance of Healthy Lifestyle Methods

Role of Nutrition in Control of Health

Participation in Exercise

Smoking Behavior

Self Reported Worsening Health Conditions

Trended Condition Management

The Connection between Convenience and Health

Interest in Convenient Health Devices

Connection between Personal and Planetary Health


Dietary Trends

Important Attributes Toward Food and Beverage Selection

Desire for a Clean Label

Ingredient Avoidance

Use of Organic and Natural Foods/Beverages

Use of Store Brand Organics

Specific Items Checked on Label

Sugar Monitoring

Types of Sweetners Used

Use of Vegetarian Foods

Interest in Plant-Based Protein

Use of Emerging Food Types

Desire for Additional Ingredients in Diet

Health Benefits Which Impact Food/Beverage Purchase

Methods Used to Manage Health Conditions

Trended Supplement Use


Values-Based Purchasing Decisions

Aspects Driving Consumer Choice

Impact of Sustainability on Product Purchasing Decisions

Impact of E-Friendly and Sustainability on Product Purchase

Impact of Company's Environmental and Sustainable Initiatives

Impact of Consumers' Ethics and Values on Product Purchase

Certification Alignment with Personal Values

Importance of Global Initiatives on Product Purchase

Willingness to Pay a Premium for Social/Environmental Initiatives

Desire for E-Friendly and Sustainable Product at Retailers

Importance of Specific Categories to Be GMO-Free

Trended Importance of Food/Beverage Attributes

Importance of HH Cleaning and Personal Care Attributes

Company Boycotting Behavior


Evolution of Shopping

Trended Demographics of Primary Grocery Shopping

Trended Channel Shopping

Consumers Groups Driving Channel Growth

Use of McDonald's and Burger King

Trended Consumption of Fast Food

Trended Shopping at Specific Retailers

Desire for "Healthy Convenience"

Healthy Attitudes among Convenience Store Shoppers

Trended Demographics of Channel Shoppers

Appeal of Home Delivered Meals

Brand Loyalty vs. Early Adoption

Value of Store Brands vs. National Brands


Sources of Influence and Information

Healthy and Natural Product Influencers

Impact of Package Label on Food Selection

Source of Influence Ranked by Generation

Influence of Websites on Healthy Product Purchase

Influence of Social Media Sites on Product Purchase

Use on Internet to Manage Health

Consumer Confusion Over Health Information

Use and Purchase Impact of Health e-Newsletters

Interest in Learning about Corporate Initiatives

Level of Consumer Inquiry Regarding Corporate Initiatives

Influencing and Early Adoption Behavior




WELL BEINGS at a Glance


FOOD ACTIVES at a Glance






EAT, DRINK & BE MERRYS at a Glance

Retailers Measured within the Health & Wellness Database

Health Conditions Measured within the Health & Wellness Database


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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