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

Published by: Hartman Group

Published: Oct. 1, 2007 - 169 Pages

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

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 Food Allergy

Figure 50. Ingredient Concerns Among Consumers Who Have Ever Been Diagnosed with Food Sensitivity

Figure 51. Ingredient Concerns Among Consumers Who Are

Figure 52. Ingredient Concerns Among Consumers Who Have Ever Been Diagnosed with

Figure 53. Ingredient Concerns Among Consumers Who Have Ever Been Diagnosed with

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

Abstract

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