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FOR IMMEDIATE RELEASE
Contact:
Nancy White
The Natural Marketing Institute
215.513.7300 ext. 225
Nancy.White@NMIsolutions.com
The Healthy Get Healthier
American Population Becoming
Polarized with Regard to Health and Wellness
Harleysville, Pa. (August 2005) The
Natural Marketing Institute (NMI), the leading provider
of strategic consulting, consumer insights and market research
services across various health and wellness industries,
today expanded on one of the trends it has identified as
having a significant impact on the health and wellness
marketplace. This trend is the third in the series of NMI's
Top Ten Trends of 2005.
Trend #3: The Healthy Get Healthier: The Good, the Bad,
and the Ugly
Based on NMI's proprietary health
and wellness general population consumer segmentation model,
it is apparent that the American population is becoming
polarized with regard to wellness, with the healthier getting
healthier and the unhealthiest becoming less healthy.
NMI has segmented the U.S. general population into the following
five summary descriptions:
- WELL BEINGS™: Driven to health by all means,
including foods, supplements, and other products. Strong
preference for concepts that are natural, with strong environmental
linkage. 23% of the general population (GP).
- FOOD ACTIVES™: Dedicated to health through
food, especially those products with nutritional benefits.
High belief in supplements for health and driven by desire
for balance of diet, exercise, and nutrition. 26% of the
GP.
- MAGIC BULLETS™: High belief
in the value of supplements for health, less concerned
with foods, artificial ingredients, and environment.
Driven by weight loss, they are late adopters, highly
driven by price and less by brand. 12% of the GP.
- FENCE SITTERS™: Neutral on most health issues,
with some leanings toward natural food, but less towards
supplements. Somewhat price sensitive. 18% of the GP.
- EAT, DRINK & BE MERRYS™: Less concerned
about health or the food they eat, but beginning to see
the value of supplementation. Most likely to know they
should eat healthier, but don't. 21% of the GP.
According to NMI Managing Partner Steve
French, "This
trend is clearly evidenced by a fundamental shift of almost
20 million American adults who have migrated to either end
of the health and wellness spectrum during the past 4 years.
The compound annual growth rate from 2001 to 2004 for WELL
BEINGS is 10.6% and for EAT, DRINK, & BE MERRYS, it's
5.3%."
Other statistically significant changes in attitudes within
these two groups include:
- 92% of WELL BEINGS have added some foods to their diets
in order to eat healthier,
- 85% of WELL BEINGS indicate that they eat healthier than
they used to,
- 67% of EAT, DRINK & BE MERRYS know they should eat
healthier but don't, and
- 42% of EAT, DRINK & BE MERRYS
believe that taste is more important than health.
NMI's 2005 Health & Wellness
Trends Report™ (HWTR) contains detailed characteristics
of the five consumer segments including demographic profiles,
top health concerns by segment, usage of organic and natural
products, primary sources of influence and segment value
to the health and wellness market. To review a table of
contents or to order, please visit: http://www.nmisolutions.com/r_hwt_toc.html.
NMI's Health & Wellness Trends Database™
(HWTD) and other proprietary data sources can provide a wealth
of insight for companies in the health and wellness marketplace.
For more information on the HWTD or NMI's other consumer
databases, contact NMI or visit our website at http://www.nmisolutions.com.
###
NMI is a strategic consulting, market
research, and business development company specializing
in the health, wellness, and sustainable marketplace. For
more information on NMI's
trend reports, proprietary databases and other services,
visit NMI's web site at www.NMIsolutions.com.
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