Wellness Lifestyle Insights 2007: Emerging Trends to Shape the Future Marketplace

Table of Contents

List of Figures & Tables

Executive Summary

Introduction. The World of Wellness

• The World Model
  • Core, Mid-level and Periphery
  • Dimensions of Consumption
• Pursuing Wellness in Daily Living

Chapter I. The Meaning of Wellness

• Defining "Wellness"
  • Consumer Language
  • Factors Defining "Wellness"
  • Categories of Wellness Factors
  • Trends in Wellness Definitions
• Chapter I Key Insights

Chapter II. Motivation and Interest in Wellness

• Motivations and Entry Triggers
  • High School Athletics
  • Going to College
  • Pregnancy/Having Kids
  • Aging/Milestone Birthdays
  • Personal/Vicarious Health Experience
• Assessment of Own Health
• Attitudes About One' s Own Health
• Difficulty Relaxing in Today' s Hectic World
• Altering One' s Views on Health and Wellness
  • Identifying Consumers Most Likely to Change Their Views
  • Reasons for Changing One' s Views on Health and Wellness
  • Changing One' s Views Across Age Groups
• Correspondence Between One' s Definition of Health and One' s Own Health
• Chapter II Key Insights

Chapter III. Longitudinal Analysis

• Cultural Shift: Traditional Culture to Consumer Culture
  • Wellness Goals
  • Trusted Information Sources
  • Wellness Focus and Navigation
  • Wellness Solutions
  • Looking Ahead
• Adoption Pathways
  • Integrating Wellness into Daily Living
• Wellness Activities
  • Fitness
  • Meditation/Prayer
  • Social Life
  • Health Care Services
• Chapter III Key Insights

Chapter IV. The Role of Food and Beverage in a Wellness Lifestyle

• Desired Benefits
• Gourmet and Ethnic Foods
• Functional Foods: Probiotics and Prebiotics
• Ingredient Concerns
  • Recognition of Ingredients and Nutrients
  • Ingredients and Nutrients: Added...Avoided...Ignored
• Food and Beverage Continuum
• Chapter IV Key Insights

Chapter V. Category and Brand Analysis

• Grocery Categories Purchased
• Grocery Categories Purchased, 2005 to 2007
• Wellness Brands
• Non-Wellness Brands
• Chapter V Key Insights

Chapter VI. Health Conditions

• Debilitating Ailments
  • Ailments That Interfere with One' s Enjoyment of Life
• Presence of Health Conditions
  • Current Health Conditions
  • Health Conditions Diagnosed
• Relationship to Ingredient Concerns
  • Food Allergies/Sensitivities
  • Overweight
  • Cholesterol and Heart Health
  • Diabetes
  • Arthritis
• Osteoporosis
• Alzheimer' s Disease
• The Role of Family History
• Role of Supplements
• Chapter VI Key Insights

Chapter VII. Wellness and Retail

• Channels for Wellness Products
• Trends in Channels for Wellness Products
• Attitudes About Food Shopping
• Chapter VII Key Insights

Chapter VIII. Spending on Wellness

• Wellness Spending
  • Wellness Spending as a Proportion of General Spending
  • Wellness Spending by Wellness Segment
  • Share of Wellness Market Represented by Wellness Segments
  • Wellness Spending, 2005 to 2007
• Chapter VIII Key Insights

Chapter IX. Knowledge Acquisition and Sharing

• Information Sources
  • Doctors
  • Internet
  • Social Networks
  • Media
• Knowledge Transfer: Information to Practice
• Chapter IX Key Insights

Chapter X. Trends Traversing the World of Wellness

• Balance
• Slow
  • Rest and Relaxation
  • Technology
  • Travel
  • Food
• Quality
• Sustainability
• Chapter X Key Insights

Chapter XI. Recommendations

• General
• Products and Services
• Packaging
• Messaging/Communications
• Retail

Appendix I. Methodology

• Quantitative Methods
  • Quantitative National Survey
  • Survey Methodology
  • Sampling Frame
  • Wellness Segmentation
  • Wellness Spending
• Qualitative Methods
  • Ethnography

Appendix II. Consumer Demographics By Wellness Segments

List of Figures & Tables

• Figure 1. Segment Sizes in the World of Wellness
• Figure 2. Eight Typical Consumers in the World of Wellness
• Figure 3. Dimensions Organizing the World of Wellness
• Figure 4. A Day in the Life - By Wellness Segment
• Figure 5. Wellness Lifestyle Language Map 2007
• Figure 6. Wellness Lifestyle Language Map 2005
• Figure 7. Characteristics Associated with Health and Wellness
• Figure 8. Definitions of Wellness - 2005 and 2007
• Figure 9. Factors Associated with Health and Wellness (Top 10 Factors Overall) - By Wellness Segment
• Figure 10. Factors Associated with Health and Wellness (Factors Ranked 11 Through 19 Overall) - By Wellness Segment
• Figure 11. Triggers Into the World of Wellness
• Figure 12. In General, How Would You Rate Your Health?
• Figure 13. Assessment of Own Health - By Wellness Segment
• Figure 14. Assessment of Own Health - By Age Group
• Figure 15. Assessment of Own Health - By Younger/Older Age Group
• Figure 16. Agreement with Statements About One' s Own Health and Wellness - By Younger/Older Age Group
• Figure 17. Agreement with Statements About Yourself
• Figure 18. Agreement with Statements About Yourself - Notable Differences Across Wellness Segments
• Figure 19. Agreement with Statements Regarding Relaxation and Stress
• Figure 20. Agreement with Statements Regarding Relaxation and Stress - By Wellness Segment
• Figure 21. In the Past Few Years, Have You Changed Your Views on What Health and Wellness Means to You? - By Wellness Segment
• Figure 22. In the Past Few Years, Have You Changed Your Views on What Health and Wellness Means to You? - By Assessed Quality of Own Health
• Figure 23. What Caused You to Change Your Views on Health and Wellness? - By Wellness Segment
• Figure 24. What Caused You to Change Your Views on Health and Wellness? - By Age Group
• Figure 25. Correspondence Between Traits as Wellness Factors and Self-Ascribed Characteristics
• Figure 26. Characteristics Associated with Health and Wellness - By Aspirant/Rejecter
• Figure 27. Typical Wellness Adoption Pathway
• Figure 28. Alternative Wellness Adoption Pathway
• Figure 29. Product Adoption Pathway
• Figure 30. Fiber Language Map
• Figure 31. Ingredients and Nutrients You Deliberately Add/Increase in Your Daily Diet
• Figure 32. Ingredients and Nutrients You Deliberately Add/Increase in Your Daily Diet (Top 12 Items Overall) - By Wellness Segment
• Figure 33. Ingredients and Nutrients You Deliberately Avoid/Reduce in Your Daily Diet
• Figure 34. Ingredients and Nutrients You Deliberately Avoid/Reduce in Your Daily Diet (Top 12 Items Overall) - By Wellness Segment
• Figure 35. Sugar Language Map
• Figure 36. Food and Beverage Continuum
• Figure 37. Foods and Supplements Purchased in Past 30 Days
• Figure 38. Beverages Purchased in Past 30 Days
• Figure 39. Grocery Categories with Largest Core (vs. Periphery) Scores
• Figure 40. Grocery Categories with Largest Periphery (vs. Core) Scores
• Figure 41. Foods and Supplements Purchased in Past 30 Days - 2005 and 2007
• Figure 42. Ailments That in the Past Month Prevented You from Doing Something You Enjoy
• Figure 43. Ailments That in the Past Month Prevented You from Doing Something You Enjoy - By Wellness Segment
• Figure 44. Absence of Ailments That in the Past Month Prevented You from Doing Something You Enjoy - by Wellness Segment
• Figure 45. Current Health Conditions
• Figure 46. Current Health Conditions - By Wellness Segment
• Figure 47. Health Conditions Ever Medically Diagnosed
• Figure 48. Health Conditions Ever Medically Diagnosed - Notable Differences Across Wellness Segments
• Figure 49. Ingredient Concerns Among Consumers Who Have Ever Been Diagnosed with...a Food Allergy
• Figure 50. Ingredient Concerns Among Consumers Who Have Ever Been Diagnosed with...a Food Sensitivity
• Figure 51. Ingredient Concerns Among Consumers Who Are...Overweight
• Figure 52. Ingredient Concerns Among Consumers Who Have Ever Been Diagnosed with...High Cholesterol
• Figure 53. Ingredient Concerns Among Consumers Who Have Ever Been Diagnosed with...Diabetes
• Figure 54. Stores Shopped Regularly for Health and Wellness Products
• Figure 55. Stores You Shop Regularly for Health and Wellness Products - 2000 and 2007
• Figure 56. Stores Shopped Regularly for Health and Wellness Products - By Wellness Segment
• Figure 57. Stores Shopped Regularly for Health and Wellness Products But Not for Groceries - By Wellness Segment
• Figure 58. Agreement with Statements About Shopping for Foods and Beverages
• Figure 59. Agreement with Statements About Shopping for Foods and Beverages - By Wellness Segment
• Figure 60. Health and Wellness Information Sources
• Figure 61. Health and Wellness Information Sources - Notable Differences Across Wellness Segments
• Figure 62. Balance: Negotiating Extremes
• Figure 63. Annual Expenditures on Meat, Poultry, Eggs and Seafood 1984-2005
• Figure 64. Annual Expenditures on Meat, Poultry, Eggs and Seafood 1984-2005, Projected to 2007
• Table 1. Definitions of Wellness - 2005 and 2007
• Table 2. Number of "Health and Wellness" Factors Selected - By Wellness Segment
• Table 3. Summary of Consumer Collage Themes
• Table 4. Number of Reasons Given for Changing One' s Views on What Health and Wellness Means - By Wellness Segment
• Table 5. Cultural Evolution and Wellness
• Table 6. Attributes of Wellness Strategies - By Wellness Segment
• Table 7. Number of Ingredients and Nutrients Consumers Recognize - By Wellness Segment
• Table 8. Number of Ingredients and Nutrients Deliberately Being Added/Avoided/Ignored in Consumers' Daily Diets - By Wellness Segment
• Table 9. Number of Ailments That in the Past Month Prevented You from Doing Something You Enjoy - By Wellness Segment
• Table 10. Number of Current Health Conditions - By Wellness Segment
• Table 11. Number of Health Conditions Ever Medically Diagnosed - By Wellness Segment
• Table 12. Number of Channels Shopped Regularly for Health and Wellness Products - By Wellness Segment
• Table 13. Monthly Household Expenditures - By Product Category
• Table 14. Monthly Household Expenditures of Wellness Consumer Segments - By Wellness Product Category
• Table 15. Monthly Household Expenditures and Share of Spending on Wellness - By Wellness Consumer Segment
• Table 16. Wellness Spending - 2005 and 2007
• Table 17. Number of Health and Wellness Information Sources Used - By Wellness Segment
• Table 18. Consumer Demographics - By Wellness Segment