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Segmentation
Health
and Wellness Segmentation Model*
To learn more, click on the corresponding segment.
*Source:
2007 Health and Wellness Trends Database
Listen to our podcast
regarding NMI’s Health and Wellness Segmentation
Comprehensive
NMI research and statistical analysis within the HWTD identifies
five major U.S. consumer
segments
within health and wellness. These segments are
mutually exclusive
and have been proven invaluable for consumer target
identification, as well as comparing similarities
and differences between
various consumer groups.
Over
40 variables were used to conduct this statistical analysis,
and techniques such as hierarchical clustering,
iterative
positioning, and structural equation modeling
were utilized to develop migration tables, profiling
analyses, variation
comparisons, and F-value scores.
Ultimately,
the Health and Wellness Segmentation Model provides the
foundation for many applications
such
as consumer identification,
targeting, communications, channel strategies,
and much more.
WELL
BEINGS (25%)
Health first by
all means across most wellness products, services and lifestyle
activities.
Values-based, early adopting opinion
leaders to whom price and
brand image
are less important.
Proactive protector of family's
health.
- Highest
usage rates of most health-related foods/beverages
- Highest
use of dietary supplements and weight loss products
- Lowest
index usage of Rx medications
- Highest
likelihood to use alternative healthcare
top
FOOD
ACTIVES (16%)
Dedicated
to health through food. Driven by desire for balance of
diet, exercise,
and nutrition.
Late adopting
opinion followers.
Seek long-term solutions through healthy,
balanced foods.
- High
usage rates of all health-related foods/beverages, especially
those with
specific benefits (functional,
soyfoods, etc.)
- Eating
healthy is vital part of life (155 index versus U.S.
population)
- Highest
usage of Rx drugs
- Most
likely to be influenced by doctor in maintaining
healthy lifestyle
top
MAGIC
BULLETS (19%)
Desirous
of health, but primarily through the easiest means available:
dietary
supplements, OTC and prescription
medicines.
Always searching for quick solutions,
somewhat health-struggling group. Highly driven
by price
and brand image.
- Least
likely to recognize connection between diet and health;
as so, food
is not a driving
force
in health and wellness
- Highest
usage of OTC products
- High
usage of weight loss products
- Highest
usage of conventional healthcare
top
FENCE
SITTERS (17%)
Neutral
on most health issues, driven sometimes by food, but disdain
supplementation. At
times, apathetic
and
carefree, other times not quite
sure how to deal with health and
wellness. Price-sensitive,
somewhat
brand-influenced.
- Middle-of-the-road
usage of health-related foods/beverages
- Least
likely to believe in benefits of supplementation;
lowest usage
of vitamins,
minerals, herbals
- Average
use of conventional healthcare and Rx drugs
top
EAT,
DRINK AND BE MERRYS (23%)
Unconcerned
about health or the food they eat. Seek immediate
gratification, will
deal with
health later.
See no need
for health and wellness products,
oblivious to most drivers.
Later-adopting, opinion
followers.
- Driven
by taste and emotion, rather than health and rationality
- Lowest
usage rates of most health-related foods/beverages
- Average
usage of dietary supplements
and Rx products
- Least
likely to use alternative
healthcare
top
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