NEW… 20th Edition Consumer Report, 2020 HEALTH & WELLNESS TRENDS IN AMERICA

 

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137 pages/slides of current consumer insights with data and analysis, including charts, graphs, illustrations!

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INTRODUCTION

Natural Marketing Institute (NMI) is pleased to present its 2020 Health and Wellness in America, Consumer Insights and Trends Report. This report, now in its 20th year, seeks to provide insights into how today’s consumer is confronting their own health and wellness, the health challenges they encounter and how their behaviors and attitudes have transformed, adjusted, and realigned over the past decade in response to the ever-changing and uncertain world.

In addition, in this year’s research we are finding a heightened awareness and concern for the health of the planet which appears to be causing shifts in consumer attitudes and behaviors. This report further discusses how consumers are making purchase decisions grounded in a new set of values-based qualities from fair trade to sustainably-grown. Research reveals trends which are leading to growing “reduction” attitudes and behaviors from desiring a cleaner label to making efforts to consume less animal-based meat.

The objectives of this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 20 years and how these changes may impact the future landscape of the health and wellness industry. A glimpse into the report...

Content includes...

  • Segment profiles highlighting the mainstreaming of health and wellness and the emergence of new health leaders
  • The growing connection between convenience and health
  • The proliferation and trial of plant-based offerings
  • The emerging understanding of the gut-brain connection
  • The increased importance of values-based attributes driving purchase decisions
  • Plus much more....

While consumers are still very concerned about their own health, we are at a pivotal point where they are looking outward toward, not only how their choices affect their own health, but the health of the environment

 

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TABLE OF CONTENTS

 

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Five Distinct Segments within the Population

Snapshot: WELL BEINGS

Snapshot: FOOD ACTIVES

Snapshot: MAGIC BULLETS

Snapshot: FENCE SITTERS

Snapshot: EAT, DRINK & BE MERRYS

Changing Segment Composition Over Time

Generational Composition of Segments

Emergence of WELL BEINGS Leaders

Differentiators among WELL BEING Leaders

WELL BEING Leaders as Early Adopters

Segments Influencing Behavior

WELL BEINGS' Alignment with Organic Brands

Impact of Sustainability on Purchase Decisions

Impact of Retail Stores Sustainability Initiatives on Likelihood to Shop

Demographic Profile of Health & Wellness Segments

Demographic Profile of WELL BEING Leaders and Followers

 

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Importance of Leading a Healthy Lifestyle

Search for Self Care Methods

Means to Control Health by Generation

Generational Influencing Behavior

Concern about Health Condition Prevention

Biggest Fears of Aging

Methods to Maintain a Healthy Lifestyle

Methods to Maintain a Healthy Lifestyle across Generations

Attitudes Regarding Healthy Eating and Nutrition

Attitudes about Health Claims on Food

Label Monitoring Behavior

Sources of Influence

Trended Sources of Influence

Barriers to Living a Healthier Lifestyle

Exercise Behavior

Taste vs. Healthy Choices

Alcohol Consumption

Tobacco Usage across Generations

 

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Importance of a Clean Label

Importance of a Short List of Recognizable Ingredients

Trended Desire for a Clean Label

Use of "Low/No" Foods/Beverages

Increased Use of "Low/No" Foods/Beverages

Growth in Importance of Food/Beverage Attributes

Growth in Ingredient Monitoring on Label

Importance of "Low/No" Foods/Beverages in Stores Shopped

Attitudes Toward Reducing Toxins in Body

Monitoring of Chemicals on Category Labels

Monitoring of Chemicals on Category Labels across Category Users

Perceptions of Organic Foods/Beverages

Organic Category Purchase

Use of Locally-Sourced Food/Beverages

Concern over Toxic Product Content

 

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Belief That Society is Wasteful

Participation in Sustainable Behaviors

Environmental Impact of Each Stage of a Product's Life Cycle

Use of Eating Plans

Participation in Intermittent Fasting

Avoidance of Foods for Health

Participation in Vegetarian Eating

Reducing Consumption of Animal-Based Meat

Reasons for Animal-Based Meat Reduction

Reasons for Animal-Based Meat Reduction by Generation

Reducing Consumption of Animal-Based Dairy

Reasons for Animal-Based Dairy Consumption

Reasons for Animal-Based Dairy Consumption by Generation

 

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Management of Digestive Issues

Management of Digestive Issues by Generation

Management Method Consumers Use to Manage Digestion

Emotional Issues Digestive Managers are Managing

Condition Managers Use of Digestive Supplements

Digestive Supplement Users Reasons for Use

Condition Managers Managing Immune Issues

Brain Health Managers Perceived Ingredient Deficiencies

 

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Efforts to Eat More Plant-Based Meat and Dairy

Importance of Store to Carry Plant-Based Options

Meat Reduction and Consumption of Plant-Based Meat Types

Consumption of Plant-Based Meat by Generation

Duration and Frequency of Plant-Based Meat

Satisfaction with Plant-Based Meat Products

Perceptions of Plant-Based Meat Products

Likelihood to Purchase Plant-Based Meat Products

Derived Importance Explanation

Derived Importance Quadrant of Likelihood to Buy Plant-Based Meat Products

Key Influencers and Hidden Opportunities of Plant-Based Meat Products

Perceptions of Cell-Grown Meat

Dairy Reduction and Consumption of Plant-Based Dairy Types

Duration and Frequency of Plant-Based Dairy

Satisfaction with Plant-Based Dairy Products

Perceptions of Plant-Based Dairy Products

Likelihood to Purchase Plant-Based Dairy Products

Derived Importance Quadrant of Likelihood to Buy Plant-Based Dairy Products

Key Influencers and Hidden Opportunities of Plant-Based Dairy Products

 

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Use of Home Meal Delivery Services

Demographic Profile of Home Meal Delivery Service User

Use of Meal Eating Plans by Home Meal Delivery Service User

Shopping on the Internet for Healthy and Natural Products

Internet as a Source of Influence for Healthy and Natural Products

Convenient Sources of Influence

Convenience Store Shopping by Generation

Trended Convenience Store Shopper Behaviors

Convenience Store Shopper Attitudes

Trended Profile of Convenience Store Shopper

Increased Use of Healthy Foods by Convenience Store Shopper

Importance of Sustainability Attributes among Convenience Store Shoppers

 

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Shifts in "In Me, On Me, Around Me" Trend

Proof Points of Shifts in "In Me, On Me, Around Me" Trend

Impact of Sustainability on Purchase Decisions

Growth of Sustainability as a Purchase Driver

Attitudes Toward Companies Practicing Sustainability

Impact of Certifications and Seals on Purchase Decision

Impact of Sustainable and Regenerative Agriculture on Purchase Decision

Growth in Importance of Food and Beverage Attributes

Growth in Importance of Personal Care and Household Product Attributes

Interest in Companies' Sustainability Initiatives

Consumer Engagement in Determining Companies' Sustainability Initiatives

Impact of Corporate Social and Environmental Responsibility

Impact of Retail Stores' Sustainability Initiative on Decision to Shop

 

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DEFINITIONS OF GROUPS WITHIN THE REPORT

GP = General Population U.S. Adults

iGen – born 1998 – 2001 (Ages 18-21)

Millennials – born 1977-1997 (Ages 22-42)

Young Millennials – born 1991-1997 (Ages 22-28)

Older Millennials – born 1977-1990 (Ages 29-42)

Gen X – born 1965-1976 (Ages 43-55)

Boomers – born 1946-1964 (Ages 56-72)

Matures – born 1900-945 (Ages 73+)

Natural Channel Shopper – shopped natural food supermarket, General Nutrition Center, health and natural food store, or other nutrition store in past 3 months

Early Adopters – completely agree with the statement ‘I'm usually one of the first in my family or circle of friends to try a new product’

GMO-free Food/Bev User – have used GMO free foods/beverages in past 3 months

Plant-based Food/Bev User – have used plant based food/beverages in past 3 months

Organic Food/Bev User – have used organic foods/beverages in past 3 months

Fair Trade Food/Bev User – have used fair trade certified foods/beverages in past 3 months

Meat Avoiders – consumers who do not eat any red meat or poultry

Meat Reducer - consumers trying to reduce consumption of animal-based meat products

Dairy Reducer - consumers trying to reduce consumption of animal-based dairy products

Natural/Organic Personal Care User – have used a natural or organic version of personal care products in past 6 months

Natural Household Cleaning User – have used natural laundry, hand dish, dishwasher detergent, natural household cleaning products in past 12 months

Organic User – have used organic products such as personal care, food, clothing/linens, dairy etc. in past year

Mental focus/brain health Mgr – consumers who are currently managing/treating mental focus/concentration/memory

Energy Mgr – consumers who are managing/treating lack of energy/fatigue

Sleep Mgr – consumers who are currently managing/treating sleeplessness/sleep disorders

Stress/anxiety Mgr – consumers who are currently managing/treating stress/anxiety

 

DISCOVER HEALTH TOPICS WHICH CAN BE LEVERAGED FOR YOUR BUSINESS – NMI’S HEALTH AND WELLNESS TRENDS DATABASE

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  • 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 21 years of trended data: 1999 through 2019, inclusive; a total of ~69,000 consumers in the database
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
  • 4th Qtr. 2019 U.S. survey was conducted among 3,000+ general population consumers
  • Conducted via on-line methodology

OTHER NMI DATABASES USED WITHIN THIS REPORT

 

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Whole Living Database (WLD)

15 Years Trended Data, 53,000 Consumers, 6 Active Lifestyle Segments

Examines the concept that healthy aging is not just relevant to the aged and looks beyond physical health across dozens of dimensions.

Sustainability Consumer Trends Database (SCTD)

18 Years Trended Data, 57,000 Consumers, 5 Influential Segments...

Quantifies insights into environmentally and socially responsible products and services and explores environmentally conscious behavior (across industries).

Supplement, OTC, Rx Database (SORD)

15 Years Trended Data, 67,000 Consumers, 6 Committed Segments

Studies the intersection of dietary supplements, OTC, and pharmaceuticals across usage patterns and attitudes surrounding all three categories.

 

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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 Steve French, NMI Managing Partner, at This email address is being protected from spambots. You need JavaScript enabled to view it.

or Diane Ray, VP of Strategic Innovation, at This email address is being protected from spambots. You need JavaScript enabled to view it.

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