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For Immediate Release:
September 20, 2001
Contact:Nancy White
The Natural Marketing Institute
215.513.7300 ext. 225
Nancy.White@NMIsolutions.com
NMI
RELEASES 2001 HEALTH & WELLNESS TRENDS REPORT
Harleysville,
PA – What is the state of our health & wellness? According
to The Natural Marketing Institute's (NMI's) 2001 Health & Wellness
Trends Report (HWTR), the increased interest in functional products such as soyfoods,
the acceleration of alternative healthcare, the stagnation of dietary supplements,
and the sustained double-digit growth of prescription drugs showed that 2001
was truly an eventful year in the health and wellness marketplace. Combined with
escalated concerns about food safety, the relentless struggle with weight loss,
the groundswell return of environmentalism, and the intensified association of
personal values with brand choice, consumers remain overwhelmed with health and
wellness choices. At times, they are confused about mixed media messages, questioning
the quality and effectiveness of many products, and looking for brands that are
not simply products, but experiences. These factors create a complex array of
consumer attitudes, market entry and exit behaviors, and product usage patterns.
The
HWTR, an annual research study by the Natural Marketing
Institute (NMI), is a compilation of three years of annually
trended consumer data on the health & wellness
marketplace. New for 2001 is NMI's proprietary consumer segmentation, derived
through a comprehensive statistical modeling process. These insightful consumer
segments are diverse from each other, homogeneous within, and have a predictive
accuracy of 93%.
| Segment |
%
of population |
%
of health & wellness
$
spending
|
Description |
| WELL
BEINGS |
17% |
28% |
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. |
| FOOD
ACTIVES |
21% |
20% |
Dedicated
to health through food. Driven by desire for balance
of diet, exercise, and nutrition. Late adopting opinion
followers. |
| MAGIC
BULLETS |
25% |
17% |
Desirous
of health, but primarily through the easiest means
available: supplements, OTC and prescription medicines.
Highly driven by price and brand image. |
| FENCE
SITTERS |
19% |
20% |
Neutral
on most health issues, driven sometimes by food,
but disdain supplementation. Price-sensitive, somewhat
brand influenced. |
| EAT,
DRINK & BE MERRYS |
18% |
15% |
Unconcerned
about health or the food they eat. Seek immediate
gratification, will deal with health later. Later
adopting opinion followers. |
Source:
NMI, The 2001 Health & Wellness Trends Report
This
comprehensive report measures 16 shopping channels and
80+ product categories, including foods, beverages, dietary
supplements, personal care, and healthcare
services. Also analyzed are more than 60 sources of influence, 46 health and
medical conditions, 68 leading healthy brands, and over 80 consumer attitudinal
measures. Each of the 200+ pages offers actionable findings in charts, graphs,
or tables --- all of which are accompanied by textual analysis explaining market
movements and identifying key opportunities.
The
report is generated from 2,000+ consumer households nationwide,
is balanced to U.S. census/general population and is
nationally projectable to within +/-
2%. It is the only research vehicle that tracks general population consumer
trends annually with an all-inclusive view of health
and wellness. The report identifies
the latest trends and market opportunities through the analysis of consumer
attitudes, beliefs, shopping patterns, influences on
purchase, products and services purchased,
branding insight, and many other key areas of interest.
"
With a market that's in constant flux, including lifestyle shifts and brand
loyalties, an insightful review of the health & wellness consumer is vital
to a wide range of business activities," states NMI President, Maryellen
Molyneaux. The HWTR 2001 proves an essential tool for strategic planning, opportunity
analysis, new product development, and many other initiatives.
#####
MORE INFORMATION IS AVAILABLE AT www.NMIsolutions.com.
Executive quotes; marketplace insight and data customizations
are also available to all media. For any further information
please contact Nancy White at 215-513-7300 ext 225.
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