The 2008 Health and Wellness Trends Report (HWTR)

Table of Contents

• Copyright Notice/Contact Information
• Research Methodology
• Abbreviations

CHAPTER 1: TOP TEN 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