Abstract
Natural Marketing Institute (NMI) is pleased to present its 9th Edition,
Health and Wellness Trends Report(tm) (HWTR), our annual report on the health
and wellness marketplace and its consumers. This year' s report includes a new
expansion of the consumer data across each chapter and 50% more content
overall. There is a plethora of information to report on the many dynamics
within healthy categories and we' ve expanded the coverage of target groups
within each category examined. Twelve chapters cover industry trends: who' s
shopping and where; their motivations; attitudes and beliefs toward nutrition,
diet, and healthy lifestyles; and the desire for specific ingredients and
avoidance issues. In addition, entire chapters have been devoted to females,
males, families and kids; alternative healthcare; and an update on key organic
trends. As always, three separate chapters provide analysis across the
specifics of food and beverages, dietary supplements, and weight management
and exercise. This compilation of nine years of annual comprehensive surveys
includes trended consumer data gathered from over 26,000 consumers across 20
shopping channels and over 100 product categories.
An overriding theme appeared this year as we considered the top trends
affecting the marketplace _ The Dual Society. The bifurcation of our American
society across numerous issues was apparent as we gathered data about each
trend. It has manifested itself in consumer attitudes toward health with two
polar opposite consumer segments that we have been tracking now for 7 years:
the WELL BEINGS and EAT, DRINK & BE MERRYS. These two segments drive opposite
attitudes toward each trend. As a result, you will note that we have included
a "countertrend" within the treatise of each one. Whether we discuss The
Culture of Sustainability, Dr. Me, Stop _ I Want Off, or The New Immunity,
today' s trends can only be understood by examining those consumers who
actively influence each one and those consumers who have chosen an opposite
path. We have provided additional background and data as means of explanation
and to promote understanding. Included at the end of chapter one are market
implications for each trend. We' re confident that you' ll find much "food for
thought" here as you consider how these trends will affect your business over
the next few years.
Within the health and wellness consumer segmentation, now in its seventh year
of tracking, we saw an increase in the number of MAGIC BULLETS, now 19% of the
population. This group of consumers will be influential to the wellness
marketplace this year, particularly driven by their preferences for
supplements and functional foods. They have increased their consumption and
overall are becoming more similar to the healthiest segment, the WELL BEINGS.
As one-fourth of the general population, WELL BEINGS continue to explore,
experiment and adopt new health products and services and their positive
attitudes and values influence can be seen across the spectrum from increased
usage of healthy categories and alternative healthcare to their influence on
environmental issues. The FOOD ACTIVES, who are driven by balance, have
continued to revert back to the basics of healthy nutrition, while the FENCE
SITTERS, the segment most driven by family dynamics, are seeking more health
convenience and are experimenting with new options in healthy foods that taste
good too. Lastly, the EAT, DRINK & BE MERRYS continue to be driven by taste
and vanity. Regardless of your position in the marketplace _ food marketer,
supplement supplier, healthcare provider or other _ understanding the
psychographic profiles of these segments will be key to making them believe in
the benefits of your product or service.
Brand relationships are undergoing a metamorphosis from that of typical icon
brand communications to one of a cultural values experience. Consumers want to
relate increasingly on their terms. They want information available to them in
easily understood messages that are available at their fingertips when they
want it - and not before. The concerns of war and economy have continued to
drive some consumers into less consumptive patterns, as they are seeking a
simpler lifestyle, less concerns and meaningful relationships. These desires
will drive the need for a more creative suite of marketing communication
tools. In addition, as marketers appear to be moving the product/idea
lifecycle ever faster, the caution will be the discernment of consumers for
authenticity. Consumers are researching brand activities at an increasing
rate; as they desire to know what brands are doing to protect the environment
and their health, they are more discerning.
Chapter six, Females, Males, Families & Kids, contains a new treatise on
gender differences across health and wellness issues. As marketers are looking
for new opportunities, the attitudinal differences and needs across females
and males are sure to present new ideas. Chapter ten, Organic Trends, presents
key updates to our 2007 Organic Consumer Trends Report. For anyone in the
organic sector, these two treatises provide essential insights into what will
drive the organic market in hard economic times. We noted changes in the
organic consumer segmentation in chapter ten, including the slight increase in
the most integrated organic consumer segment _ the DEVOTEDS. Combined with a
decrease in the size of the DABBLERS segment, the implications are good.
However, do not miss our data and discussion on frequency and its possible
effect on individual categories as we project the trade-offs that could happen
in a recession.
Consumers continue to seek multiple ways to enhance their health to prevent
disease, and to promote healthy aging. All of these drivers will continue to
present opportunities for health and wellness marketers. Categories such as
supplements, sports nutrition, and weight management will continue to
experience growth through specificity as consumers are seeking products that
answer their individual nutritional needs. As such, customization of products
and programs will continue to grow. Consumers have also integrated wellness
across their lifestyles and are driving new sustainable industries as seen in
our LOHAS (Lifestyles of Health and Sustainability) research.
This ninth edition of the HWTR is an essential tool for opportunity analysis,
new product development, marketing communications, and overall strategic
planning as it seeks to analyze the many changes across consumers and the
marketplace. NMI' s most comprehensive report on health and wellness, the HWTR,
will assist ingredient suppliers, manufacturers, brands, retailers, healthcare
providers and others in understanding the interrelationship between drivers of
health and wellness, sources of influence, health and medical conditions,
health-related attitudinal measures, lifestyle factors, shopping patterns,
product usage patterns, and brand purchase patterns, among other topics. Every
page offers unique insight with the presentation of charts, graphs, or tables,
accompanied by analysis and commentary on associated market elements and key
opportunities.
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