Table of Contents

Copyright Notice/Contact Information

Research Methodology

Abbreviations

CHAPTER 1: TOP TRENDS & INDUSTRY SALES

Introduction
U.S. Health and Wellness Industry Sales
Projected Five-Year Health and Wellness Industry Growth
TREND #1 The Dual Society
TREND #2 Generation Zzzzzz
TREND #3 STOP – I Want Off!
TREND #4 Dr. Me
TREND #5 The Culture of Sustainability
TREND #6 Golden Opportunities
TREND #7 The New Immunity
TREND #8 Giving is the New Taking
Trends    

CHAPTER 2: WHO’S SHOPPING? CONSUMER SEGMENTS DEFINED

NMI’s Health and Wellness Segments
NMI Health and Wellness Segmentation Methodology
Segmentation Model Overview
WELL BEINGS
WELL BEINGS at a Glance
FOOD ACTIVES
FOOD ACTIVES at a Glance
MAGIC BULLETS
MAGIC BULLETS at a Glance
FENCE SITTERS
FENCE SITTERS at a Glance
EAT, DRINK & BE MERRYS
EAT, DRINK & BE MERRYS at a Glance
Summary Characteristics of the Five NMI Consumer Segments
Health Concerns: A Driving Motivation
Leisure and Lifestyle Activities of the Five NMI Segments
Healthy and Natural Spending Patterns among the NMI Segments
The Challenges of Eating Healthy
Food Selection Drivers
Healthy Diet Choices
New Product Trial and Early Adoption
Health Proactivity for Self and Family
Environmental Stewardship
Barriers to Organic Use
Organic Savvy and the Desire for Organic Benefits and Features
Importance of Organic
Natural and Organic Product Use and Corporate Influence
Trends in Organic Food and Beverage Use
Supplement Brand Loyalty and the Quality versus Cost Trade-off
Consumer Confidence in Supplement Efficacy
Popular Supplement Usage By Segment

CHAPTER 3: MOTIVATION, BRANDING AND INFLUENCE

Motivations to Start Leading a Healthier Lifestyle
Motivations to Start Leading a Healthier Lifestyle by Segment
Key Reasons for Continuing to Lead a Healthy Lifestyle
Importance of Sustainability
Biotechnology Disclosure
Environmental-Based Purchase Influence
Environmentally-Conscious Purchase Decisions
Regional versus National versus Store Brands
Brand Loyalty, Image & Appetite for New Products
New Product Adoption
Peer Influence
Price-Driven Purchase Decision
Sources of Influence
Sources of Influence by Segment

CHAPTER 4: NUTRITION & HEALTHY LIFESTYLES

Importance of a Healthy Lifestyle
Changes toward a More Healthy Lifestyle
Motivations to Maintain a Healthy Lifestyle
Motivations toward Health vis a vis Age
Healthy Lifestyle Regimens
Healthy Lifestyle Trends
Boomers: Nutrition and Healthy Lifestyles
Healthy Eating Attitudes
Healthy Eating Behaviors
Food Labels and Selection Criteria
Positive Food Trends: Fortified and Functional Food
Role of Vegetarian Diets
Exercise as a Factor in Healthy Living
Eating at Home: Importance to Healthy Living
Stress and the Desire to Simplify
The Role of Energy in a Healthy Lifestyle
Food and Beverage Usage for Prevention and Treatment
Supplement Usage for Prevention and Treatment across Generations
Awareness of Health-Related Terms – Part I: Primary
Awareness of Health-Related Terms – Part II: Secondary
Perceived Dietary Deficiencies – Part I: Food Based
Perceived Dietary Deficiencies – Part II: Vitamins, Minerals & Supplements

CHAPTER 5: INGREDIENTS, HEALTH CLAIMS, SWEETENERS

Most Important Criteria for Food/Beverage Selections
Checking the Label
Food Purity and Environmental/Social Concerns
The Desire for Healthy Ingredients
Attitudes toward Sugar
Avoidance of High Fructose Corn Syrup
Trended Attitudes toward Artificial Sweeteners
Usage of Artificial Sweeteners
Alternatives to Artificial Sweeteners
Glycemic Index: Awareness and Usage
Boomers: Usage and Avoidance Trends
Primary Health Benefit of Key Ingredients
Top Three Nutrient Health Associations – Part I
Top Three Nutrient Health Associations – Part II
Top Health Associations among Emerging New Ingredients
Emerging Functional Nutrients – Barriers to Awareness
Trend toward Avoidance of Fats
Heart Healthy Attitudes and Behaviors
Prebiotics, Probiotics and Intestinal Irregularity
Usage of Soy Food and Beverages
Whole Grain and Fiber – Usage and Shifting Benefits
Allergen Free Food
Ingredient Driven New Product Introductions
Claim Driven New Product Introductions

CHAPTER 6: FEMALES, MALES, FAMILIES & KIDS

Male Primary Grocery Shoppers
Gender Motivations to a Healthier Lifestyle
Gender Functional Drivers of a Healthy Lifestyle
Gender Understanding of Healthy Ingredients/Benefits
Gender Purchase Criteria
Gender Healthy Category Spending
Natural/Organic Gender Purchases
Increases in Organics Usage and Spending by Gender
Gender Dynamics of Organic Selection
Family Dynamics of Organic Attitudes and Selection
Family Price and Brand Selection Criteria
Challenges and Trade-Offs in the Family Diet
Family Concerns about Sweeteners
Children’s Supplement Usage
Family Stress and Leisure
Family Meal Preparation
Ethnic Differences in Preparing Meals at Home
Families Dining Out

CHAPTER 7: ALTERNATIVE HEALTHCARE

Alternative Healthcare Usage Trends
Alternative Healthcare Usage Shows Lifetime Value
Importance of Alternative Healthcare in a Healthy Lifestyle
Consumer Attitudes toward Controlling Their Own Health
Alternative Healthcare Users Show High Membership in “Self-Care” Segments
Primary Ways to Promote Healthy Aging
Use of Nutrition as a Means to Manage Health
Initial Drivers of Supplement Use Reveal Strong Self Management Tendencies
Supplement and Medicine Use as a Means to Manage Health
Alternative Healthcare: Mainstreaming versus Access/Availability
Usage of Alternative Therapy for Specific Conditions
Practitioners Used by Alternative Healthcare Users
Management of Medical Conditions by Alternative Healthcare Users
Physicians’ Role for Less Serious Medical Conditions
The Costs of Losing Sleep
Effects of Stress on Quality of Life
Combined Effects of Lack of Energy, Stress and Sleeplessness
Heart Condition Managers: Lifestylers versus Rx Treaters
Heart Condition Lifestyler versus Rx Treater: Attitudes and Behaviors
Diabetes/Blood Sugar Managers: Lifestylers versus Rx Treaters
Diabetes/Blood Sugar Lifestyler versus Rx Treater: Attitudes and Behaviors

CHAPTER 8: HEALTHY SHOPPING & DINING DYNAMICS

Expenditures for Healthy and Natural Goods
Shopping Channels for Healthy and Natural Products
Shopping Channel Trends 1999-2007
Segment Shopping Channel Patterns
Healthy Spending and Shopping by Ethnicity
Retail Shopping
Segment Retail Shopping
Shopping for Organic Food and Beverages
Segment Shopping for Organic Food and Beverages
Support for Local Farmers
Support for Local Farmers by Product Type
Supplement Shopping
Supplement Shopping by User Group
Internet Shopping
Internet Research and Shopping Trends by Segment
Eco-Conscious Consumerism
Product Introductions with “Ethical” Claims 2002-2007
Importance of Having Meals at Home
Importance of Having Meals at Home by Ethnicity
Frequency of Home-Cooked Meals by Ethnicity
Eating Away From Home
Eating Away From Home by Segment
Fast Food Frenzy
Frequency of Visits to McDonald’s

CHAPTER 9: FOOD & BEVERAGES

Food Choice Paramount to Healthy Lifestyles
Demographics and Healthy Food Consumption
Top Entry Drivers across Natural and Organic
Health Issue Drivers Key for Older Generations
Safety of Meat and Poultry – Growing Concern
Food and Water Concern among U.S. Consumers
Usage of Healthy Food and Beverages: Nine Year Trends
Usage of Free-Low Food
Growth of Free-Low Food
Generational Acceptance of Vegetarianism
Vegetarian Preferences among Ethnic Groups
Vegetarian Introductions
Soy Food and Beverages Growth and Drivers
Usage and Awareness Connection of Soy Benefits
Trended Fortified/Functional Benefits and Understanding
Functional and Fortified Food Usage
Impact of Age on Functional Food Usage
Frequency and Longevity of Fortified/Functional Food Use
Comparative Entry Drivers into Fortified and Functional Food
Functional and Fortified Food/Beverage Introductions
Growth Opportunity among Mainstream Brands
Natural Opportunities for Mainstream and Organic
Cross Marketing Opportunities

CHAPTER 10: ORGANIC TRENDS

Organic Household Penetration
U.S. Organic Industry Sales
Total U.S. and Global Organic Product Introductions
Total Global Organic Product Introductions by Region
Summary of U.S. Organic Product Introductions
Organic Segment Breakout
DEVOTEDS
DEVOTEDS at a Glance
TEMPERATES
TEMPERATES at a Glance
DABBLERS
DABBLERS at a Glance
RELUCTANTS
RELUCTANTS at a Glance
Organic Spending Comparisons across Organic Segments
Frequency, the Key to Organic Growth
Entry Drivers and Pathways to Organic Usage
Organic Benefits and Understanding
Trended Organic Benefits and Understanding Dynamics
Organic Trust and Understanding
Organic Credibility
Other Barriers to Trial
Price Resistance
Food Monitoring among Organic Segments
Mainstreaming Organic Attitudes
The Wal-Mart/Target Effect
Organic Category Cross Usage
Usage of Natural and Organic Personal Care Products
Opportunities in Organic Supplements
Organic Brand Usage

CHAPTER 11: DIETARY SUPPLEMENTS

U.S. and Global Vitamin/Supplement Introductions
Vegetarian and Other VMHS Claim Trends
VMHS Usage Trends
Increased VMHS Usage
VMHS Usage by Segments
Monthly Spending Levels on VMHS
Ethnic Spending on Vitamins/Minerals/Herbals/ Dietary Supplements
Monthly Spending Levels on VMHS by Segments
New versus Core Users and Monthly Spending by Segment Designation
Channels Shopped Most Often for VMHS
Channels Shopped Most Often for VMHS by Segments
Longevity of Vitamin/Mineral and Herbal Supplement Use
Frequency of VMHS Usage by Channel Shopper
Self-Reported Nutrient Deficiencies
Perceived Deficiencies Driving Supplementation
Vitamin and Mineral Category Entry Drivers
Motivations to Use VMHS
VMHS Beliefs, Concerns, and Behaviors
VMHS Users’ Motivators of a Healthy Lifestyle
Purchase Influences of New and Core Users
Regulation and Certification
Consumer Perceptions of VMHS Health Claims
Clinical Research and Specific VMHS Claims
Ingredient Source Preferences
Trended Desire for Emerging Nutritional Supplement Forms
VMHS Brand Value: Price versus Brand Loyalty
Usage Levels of VMHS Brands
Supplement Usage Patterns to Prevent and Treat Health Issues
Multivitamin: Overview and Opportunity
Household Penetration of Specific VMHS Products (10% or More)
Household Penetration of Specific VMHS Products (Less Than 10%)
Condition Specific Usage
Condition Specific Supplements Used
Herbal Supplement Use
Usage of Sports Nutrition Drinks and Bars
Usage of Specific Sports Nutrition Products

CHAPTER 12: WEIGHT MANAGEMENT & EXERCISE

Weight Management Market Size
Vanity Rules: Managing Weight for Health versus Appearance
Importance of Maintaining Proper Weight
Concern with Obesity/Being Overweight
Managing Weight via Lifestyle and System Approaches
Managing Weight via Product Usage
Brand Users’ Approach to Managing Weight
Carbohydrate Watching
Fiber and Weight Management
Concern versus Usage of Artificial Sweeteners by BMI
Weight Loss Product Usage
Weight Loss Product Usage Increases
Beyond Weight Loss: Reasons for Weight Loss Product Usage
Weight Loss Brand Usage
Trends in Exercise Frequency
Consumers in Denial
Health Conditions of the Obese
Healthy Eating Attitudes by BMI
Purchase Criteria
Label Reading
Weight Loss Managers’ Sources of Influence
Weight Management Internet Tools
Weight Management Web site Traffic

APPENDIX I
Measure Definitions
Channels
Product and Service Demand Measures
Product Usage Categories
Sources of Influence
Brands
Health Issues and Medical Conditions
Lifestyle and Leisure Activities

APPENDIX II
Demographics Measures
Geographic Regions
Market Size
Age of Respondent
Household Income
Household Size
Respondent Education