The Hartman Report: Destination Wellness, Phase I

Published by: Hartman Group

Published: Apr. 1, 2000 - 104 Pages

Table of Contents

The Consumer

Consumer Attitudes Toward Wellness

Consumer Attitudes Toward The Grocery Store.

Conclusion

The Store

Generating Value: Knowledge & Community

Retail Strategies In The Wellness Product World

The Brand

Building A Wellness Brand

The Future

Soul Sense

Wellness As Empowerment

Appendix

The Hartman Supermarket Wellness Study

New Methods Of Market Research


Contributors

Abstract

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.

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