U.S. Health & Wellness Trends Report
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Natural Marketing Institute (NMI) is pleased to present its 2010 Health and Wellness Trends Report™ (report-top), 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 report-top 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 report-top 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 report-top, 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. Please contact NMI for details.
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
Contact Information