The Hartman Report: Destination Wellness, Phase I

Countries covered: United States Destination Wellness is the most current and comprehensive source available on the new evolving wellness arena, analyzing four key topics: the consumer, the store, the brand, and the future. This report aids the existing conventional supermarket industry and those businesses newly interested in the health and wellness category in understanding current market dynamics and strategic requirements to maximize wellness shopping in the traditional grocery setting. This is done through an examination of the following topics: Current attitudes and beliefs about wellness products among U.S. consumers. Strategies and tactics retailers and manufacturers may employ to attract and maintain wellness shoppers. Communication strategies to help consumers overcome confusion and inertia - the key inhibitors most shoppers face upon entering the world of wellness. Requirements to make consumers more committed to health and wellness shopping; including what constitutes a wellness shopper, the language used to differentiate "health" from "wellness" and the differences between core and periphery wellness shoppers. Associations and lack thereof held by shoppers of health products in food store settings. Key trends in the wellness market, and who is driving the evolution. Retailers wishing to attract wellness shoppers will need to change some of their prevailing practices. The good news is this does not necessarily require expensive remodels to create a "natural foods" look for a few aisles. Rather, it means understanding where a retailer's current customers are on the health and wellness continuum and where they see themselves going.

Part I:The Consumer

• There are key differences in attitudes and behaviors between low-involvement and high-involvement wellness consumers.
• Low-involvement and high-involvement wellness consumers have different expectations from their grocery store.
• Low-Involvement Wellness Consumers,As A Rule,Progress Into High-Involvement Consumers.

Part II:The Store

• The high-involvement core wellness consumer most values authenticity and knowledge.
• Consumers acquire authentic knowledge from experience,not from authoritative “experts.”
• Retailers need to create in-store experiences that resonant with their individual consumers.

Part III:The Brand

• The old branding strategies won ’t work in the wellness marketplace.
• New,innovative strategies,like Buzz and Zeitgeist branding,will work.
• The wellness territory is wide open for those who want to stake their branding claim.

Part IV:The Future

• We ’re moving from the Age of Reason into the Age of Soul.
• Wellness is a soul value.
• Wellness is not a fad because it is linked to this larger cultural movement toward soul values.

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