16th Annual Report 2015 Trends in Healthy Living


A comprehensive, annual report devoted to understanding
consumer attitudes and behaviors related to diet,
nutrition, general health and wellness and the impact on product purchase

trends in healthy living cover
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Summary Table of Contents



NMI (Natural Marketing Institute) is pleased to release its much awaited report: 2015 Trends in Healthy Living, now in its 16th year, which examines consumer attitudes and behaviors toward healthy living and the health and wellness marketplace as a whole.

Maryellen Molyneaux, NMI Managing Partner, shares "this research uncovers insights into how today's consumer integrates health and wellness into their lifestyle and reveals their motivations and the challenges they encounter in their pursuit.

Many factors are driving multiple categories across the U.S. For example, aging drives condition-specific needs, and increased consumer knowledge and desire for specific product features and benefits drive natural, organic, gluten-free and plant-based options. The need for education and an understanding of these drivers that affect consumer behavior patterns has never been stronger".

NMI's objectives in this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 16 years and how these changes may impact the future landscape of the health and wellness industry. A glimpse into the report ...

  • 2015 Top 8 Consumer Health & Wellness Trendseve eating apple
  • Changing segment composition as evidence of health and wellness mainstreaming
  • Consumers' customized mix of traditional, alternative and emerging healthcare methods
  • Nutritional challenges families face with children in the household
  • Benefit understanding of natural, organic, and non-GMO products
  • The impact of environmental concerns on product choice
  • Over 160 pages of new research on consumer need states, attitudes, usage and opportunities including data, charts, graphs, analysis, commentary, and more!

Database/Research Methodology Overviewhealth-and-wellness-chart

Discover Leverageable Health Topics – NMI's Health and Wellness Trends Database

  • Most comprehensive data available on health and wellness; based on attitudes, behavior and product usage within the world of health and wellness
  • Annual consumer research among U.S. general population adults and primary grocery shoppers
  • Currently 16 years of trended data: 1999 through 2014, inclusive; a total of 46,000+ consumers in the database
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
  • 2014 survey was conducted among 3,000+ general population consumers
  • Conducted via on-line methodology

Unless otherwise noted, all data is from the 4th Qtr. 2014 HWTD study

Other NMI Databases Used Within This Report

databases used within this report image

The Healthy Aging Database (HAD) Examines the concept that healthy aging is not just relevant to the aged and looks beyond physical health across dozens of dimensions
Consumer Sustainability Trends Database (CSTD) Quantifies insights into environmentally and socially responsible products and services and explores environmentally conscious behavior (across industries)

The Supplement, OTC, Rx Database (SORD)
supplements, OTC, and patterns and attitudes

Studies the intersection of dietary pharmaceuticals across usage surrounding all three categories
NMI's Healthy Eating Study Explores the drivers and interest in following a healthier eating plan

Table of Contents

Health & Wellness Introduction

Trends in Health & Wellness

Database Overview

Definitions of Groups


  • Five Distinct Segments within the Population
  • Changing Composition of Segments over Time
  • Snapshot: WELL BEINGS
  • Snapshot: FOOD ACTIVES
  • Snapshot: MAGIC BULLETS
  • Snapshot: FENCE SITTERS
  • Snapshot: EAT, DRINK & BE MERRYS

Healthy Living

  • Importance of a Healthy Lifestyle
  • Controlling One's Health
  • Personal Responsibility for Health
  • Important Methodologies in Maintaining Health
  • WELL BEINGS' Ranking of Important Methodologies
  • Use of Healthy Products
  • Trust in Information Sources Regarding Health
  • Influential Groups
  • Interest in Methods to Prolong Health
  • Interest in Alternative Healthcare Options
  • Awareness of the "Healthcare Marketplace"
  • Consumer Perception of the "Healthcare Marketplace" Trended
  • Trended Generational Perception of the "Healthcare Marketplace" - Trended
  • Health Challenges
  • Influencers of Healthy Product Purchase

Drivers of Consumer Product Choice

  • Influence of Price vs. Quality - Trended
  • Influence of Price vs. Quality by Generation - Trended
  • Brand Loyalty vs. New Brand Trial
  • Perceptions of Store Brands vs. National Brands - Trended
  • Brand Choice Based on Personal Values
  • Product Choice Based on Environmental and Sustainable Orientation - Trended
  • Impact of Environmental and Societal Sustainability on Purchase
  • Impact of Green Seals on Product Purchase
  • Influential and Early Adopting Groups

Dietary Lifestyle

  • Consumers' Eating Regimens
  • Healthy Eating Attitudes - Trended
  • Nutrition for Health Management
  • Interest in Eating Healthier
  • Challenges of Healthy Eating
  • Convenience vs. Eating Healthy - Trended
  • Barriers to Healthy Eating
  • Perception of Manufacturers' Health Focus
  • Health vs. Taste
  • Food Choice Based on Emotion

Meal Preparation and the Family

  • Home Meal Preparation - Trended
  • Eating Together as a Family
  • Home Preparation by Meal Occasion
  • Importance of Nutrition in Family Meal Preparation
  • Altering Foods to Make Them Healthier
  • Food Selection Drivers
  • Impact of a First Child on Food Concerns
  • Nutritional Challenges for Households with Children
  • Nutritional Challenges When Children Are Away from Home
  • Parental Sugar Monitoring
  • Concern Over Serving Family Artificial Sweeteners – Trended

What's Driving Food Selection

  • Important Attributes in Food Selection
  • Important Attributes in Food Selection for WELL BEINGS
  • Generational Differences across Top Food Attributes
  • Food Label Monitoring
  • Preference for Minimal Processing and Ingredients
  • Items Checked for Most Often on Food Labels
  • Items Checked for Most Often on Food Labels by Condition Managers
  • Top Items Checked for Most Often - Trended
  • Types of Low/No Foods Used in Past Year
  • Avoidance and Addition of Foods - Trended
  • Ingredients Consumers Want to Add to Their Diet
  • Ingredients Consumers Want to Avoid in Their Diet
  • The Connection of Pesticides and Negative Health States
  • Sugar Monitoring – Trended
  • Perceptions of "No Sugar Added"
  • Types of Sweeteners Used
  • Types of Sweeteners Used by Consumer Groups
  • Reasons for Use of Artificial Sweeteners
  • Search for Alternative Sweeteners

Understanding Natural, Organic and Non-GMO

  • Use of Organic and Natural Food/Beverages - Trended
  • Use of Organic/Natural Food/Beverages by Generation - Trended
  • Use of Store Brands of Organic Food/Beverages - Trended
  • Organic Category Use - Trended
  • Use of Natural/Organic Versions of Specific Food Categories
  • Use of Natural/Organic Versions of Food Categories by Long/Short-Term Users
  • Perceptions of Organic Food/Beverages - Trended
  • Consumer Understanding of Benefits of Organic and Natural
  • Consumer Understanding of Quality Benefits of Organic and Natural
  • Willingness to Pay a Premium for Organic and Non-GMO
  • Perceptions of Organic Benefits - Trended
  • Perceptions of Personal and Environmental Safety of Organic
  • Importance of Availability of Non-GMO Products - Trended
  • Preference for Non-GMO across Product Categories
  • Impact of GMO Content on Purchase
  • Preference for GMO Content Labeling
  • Understanding of GMO and Herbicide/Pesticide Connection
  • The Safety of Consuming GMOs
  • Importance of Availability of Non-GMO Products by Shopper
  • Pros and Cons of GMO Products

Nutrient Needs

  • Use of Fortified/Functional Food/Beverages - Trended
  • Use of Fortified/Functional Food/Beverages by Generation
  • Reasons for Use of Fortified/Functional Food/Beverages - Trended
  • Desire for Nutrients via Pills or Food
  • Concern over Bioavailability of Nutrients
  • Perceived Nutrient Deficiencies
  • Use of High Fiber and Whole Grain Food/Beverages
  • Understanding of Nutrient Benefits
  • Desire for High Protein Foods - Trended
  • Reasons for Increased Protein Consumption by Generation
  • Perceptions of Dairy Milk Benefits
  • Awareness of Plant Protein Types


  • Importance of Vitamins/Minerals for Health Maintenance - Trended
  • Use of Supplement Categories by Generation
  • Use of Supplement Categories by Generations - Trended
  • Level of Supplement Use
  • Level of Supplement Use by Generation - Trended
  • Importance Ratings of Supplement Attributes
  • Concern over Level of Nutrient Content in Supplements
  • Preferred Supplement Formats
  • Condition-Specific Opportunities for Supplements

Condition Management

  • Self-Reported Health Ratings by Generation - Trended
  • Worsening Health States by Generation
  • Condition Management by Gender
  • Condition Management via Nutrition by Managers
  • Impact of Health Claims on Food/Beverage Purchases
  • Use of Gluten-Free Foods – Trended
  • Condition Management by Gluten-Free Users
  • Management of Digestive Issues
  • Management of Emotional Conditions
  • Reasons for Weight Management
  • Management of Heart-Related Conditions
  • Energy Opportunities

Looking for Alternatives

  • Use of Conventional and Alternative Healthcare Professionals
  • Use of Vegetarian Foods by Generation
  • Use of Sprouted Grains
  • Interest in "Green" Versions of Product Categories
  • Attitudes Toward Packaging
  • Social Networking as Alternative Advertising
  • Use of Peer Networks


  • WELL BEINGS Overview
  • FOOD ACTIVES Overview
  • MAGIC BULLETS Overview
  • FENCE SITTERS Overview
  • EAT, DRINK & BE MERRYS Overview

For more information kindly contact Maryellen Molyneaux, NMI Managing Partner,
at This email address is being protected from spambots. You need JavaScript enabled to view it. or 215-513-7300, ext. 204.

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