19th Annual Consumer Report 2018 HEALTH & WELLNESS TRENDS IN AMERICA


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139 pages of current consumer insights with data and analysis, including charts, graphs, illustrations!

Single BRAND Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.
Price: $5,000 Order Report

Multiple BRAND Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across more than one company BRAND/location.
Price: $10,000  Order Report

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Natural Marketing Institute (NMI) is pleased to present its 2018 Health and Wellness in America Consumer Insights and Trends Report. This report, now in its 19th year, reports on the new challenges and opportunities in the health and wellness marketplace, based on extensive research of the U.S. general population. 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.

Maryellen Molyneaux, NMI Managing Partner, shares "the range of new products 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. This report further discusses how consumers are making purchase decisions based on a new set of values-based qualities from fair trade to sustainably-grown. In addition, it provides an understanding of the role that technology and the desire for convenience play in the health marketplace".

The objectives of this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 19 years and how these changes may impact the future landscape of the health and wellness industry.

A glimpse into the report...
Segment profiles highlighting the mainstreaming of health and wellness and the emergence of new health leaders

  • The emerging connection between convenient health and technology
  • The increased importance of values-based attributes driving purchase decisions
  • Expansion opportunities for protein
  • How consumers are balancing the good and the bad content
  • Impact of Millennials in the health and wellness space
  • Plus much more...

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Health & Wellness Introduction

Database Overview

Other Databases Used in Report

Definitions of Groups

Executive Overview

NMI's Health & Wellness Consumer Segments

  • Five Distinct Segments within the Population
  • Snapshot: WELL BEINGS
  • WELL BEINGS Share of Annual Household Spend
  • Snapshot: FOOD ACTIVES
  • Snapshot: MAGIC BULLETS
  • Snapshot: FENCE SITTERS
  • Snapshot: EAT, DRINK & BE MERRYS
  • Changing Segment Composition Over Time
  • Emergence of WELL BEINGS Leaders
  • WELL BEING Leaders as Early Adopters
  • WELL BEING Leaders Engagement in Sustainability
  • WELL BEING Leaders Healthy Choices
  • Brand Choice Across WELL BEING Leaders and Followers
  • WELL BEING Leaders Engagement in Healthy Living
  • Channel Shopping Among WELL BEING Leaders and Followers
  • Generational Composition of Segments
  • Demographic Profile of Health & Wellness Segments

Millennial Snapshot

  • Millennial Overview
  • Millennial Impact
  • Millennial Differentiators
  • Category Spending
  • Early Adoption and Influencing Behavior
  • Millennial Engagement in Sustainability
  • Impact of Corporate Sustainability Initiatives
  • The Millennial 'Say-Do' Gap
  • Social Connectivity
  • Search for Alternatives
  • Condition Management Across Young and Older Millennials
  • Segment Composition of Millennials

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Today's Health Engaged Consumers

  • Search for Self Care Methods
  • Consumers as Health Advisors
  • Importance of Health-Related Issues
  • Trended Importance of Health-Related Issues
  • Trended Importance of Health-Related Issues Among Millennials
  • Biggest Fears of Aging
  • Biggest Fears of Aging by Generation
  • Importance of Health Maintenance Methods
  • Importance of Health Maintenance Methods Among WELL BEING Leaders
  • Drivers of Health Maintenance
  • Growth in Drivers of Health Maintenance
  • Worsening Health Conditions
  • Barriers to a Healthy Lifestyle
  • Exercise Frequency
  • Smoking Behavior
  • Healthy Eating Conflict
  • Healthy Eating Attitudes

The Relevance of the Label

  • Sources of Influence
  • Sources of Influence Across Generations
  • Food Selection Based on Packaging
  • Items Checked on Label
  • Belief in Health Claims on Package
  • Health Benefits that Drive Purchase

Protein 2.0

  • Desire for More Protein
  • Growth in Protein Seeking Behavior
  • Perceived Protein Deficiency
  • Importance of Protein Content in Food/Beverage Choice
  • Importance of Hormone and Antibiotic-Free Meat
  • Types of Protein Used
  • Label Monitoring for Protein
  • Attitudes Toward Meat and Plant Protein
  • Reasons for Adding Dietary Protein by Generation
  • Reasons for Adding Dietary Protein by Boomer Gender

Future of Sweeteners

  • Trended Sugar Monitoring
  • Sugar Intake Management
  • Sweeteners Used on a Regular Basis
  • Trended Use of Sweeteners
  • Desire for Less Sugar in Diet
  • Trended Desire for Less Sugar in Diet
  • Concern over Artificial Sweeteners

The New Traditionalism

  • Most Important Attributes in Food Selection
  • Top Most Important Attributes Across Generations
  • Growth of Top Most Important Attributes
  • Reasons for Not Eating Healthy More Often
  • Meal Preparation at Home
  • Importance of Nutrition Across Meal Occasions
  • Methods of Meal Preparation Across Meal Occasions
  • Methods of Meal Preparation Across Meal Occasions Among Generations
  • Importance of Taste
  • Use of Spices in Meal Preparation
  • Alteration of Meals for Health

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Loaded Minimalism

  • Addition and Subtraction of Foods in Diet
  • Preference to Add Certain Ingredients
  • Preference to Reduce Certain Ingredients
  • Trended Use of Healthier Food Types
  • Trended Use of Natural and Organic
  • Organic Attitudes Among Millennials
  • Impact of GMOs on Purchase
  • Trended Use of Fortified/Functional Foods/Beverages
  • Health Benefits Which Impact Purchase
  • Concern Regarding Nutrient Bioavailability

Deeper Meaning Choice

  • Impact of Brand Loyalty
  • Loyalty/Price Gap Across Segments
  • Value of Corporate Cause Marketing
  • Preference for Sustainable Products
  • Use of Sustainable Food Types
  • Growth in Importance of Food Attributes
  • Choice of Organic and Natural Products Over Conventional
  • Impact of Corporate Sustainability
  • Boycotting Behavior Due to Lack of Corporate Responsibility

Convenient Health and Technology

  • Trade-Off of Convenience vs. Health
  • Trended Stress Levels Across Generations
  • Top Conditions Which Millennials Are Managing
  • Interest in Technology for Health
  • Growth of Channel Shopping
  • Generational Composition of Convenience and Internet Shoppers
  • Trends in Primary Grocery Shopping
  • Inconvenience as a Barrier to Healthy Eating
  • Online Grocery Shopping
  • Trended Internet Shopping Across Generations
  • Health Attitudes Across Internet Shoppers
  • Healthy Product Purchases Across Internet Shoppers
  • Influence of Social media and the Internet

Database Overview

Discover Health Topics Which Can Be Leveraged for Your Business – NMI's Health and Wellness Trends Database

  • HWTR databaseMost 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 19 years of trended data: 1999 through 2017, inclusive; a total of ~66,000 consumers in the database
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
  • 2017 U.S. survey was conducted among 3,200+ general population consumers
  • Conducted via on-line methodology

Other NMI Databases Used Within This Report:

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  • 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. Currently 12 years of trended data: 2005 through 2017, inclusive; a total of ~50,000 consumers in the database.

  • Sustainability Consumer Trends Database (SCTD)

Quantifies insights into environmentally and socially responsible products and services and explores environmentally conscious behavior (across industries). Currently 16 years of trended data: 2002 through 2017, inclusive; a total of ~51,000 consumers in the database.

  • The Supplement, OTC, Rx Database (SORD)

Studies the intersection of dietary supplements, OTC, and pharmaceuticals across usage patterns and attitudes surrounding all three categories. Currently 14 years of trended data: 2005 through 2017, inclusive; a total of ~61,000 consumers in the database.

Definitions of Groups Within the Report

GP = General Population U.S. Adults

Millennials – born 1977-1997 (Ages 20-40)

Young Millennials – born 1991 to 1997 to (Ages 20-26)

Older Millennials – born 1977 to 1990 (Ages 27-40)

Gen X – born 1965-1976 (Ages 41-53)

Boomers – born 1946-1964 (Ages 54-71)

Matures – born 1900-1945 (Ages 72+)

Protein Seekers – completely agree that they seek foods high in protein

Heart Managers – managing heart disease, high blood pressure, high cholesterol

Weight Managers – managing weight for health reasons or for appearance

Primary Grocery Shopper – consumers who do all or most of the grocery shopping for their household

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

Early Adopters – completely agree with the statement 'I'm usually one of the first in my family or circle of friends to try a new product'

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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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