The current recession is changing consumer behavior on many levels. Consumption is being replaced by sustainability, possessions with purpose, and perceived value with real value. Current indicators show the impact of these changes may not be temporary adjustments but a total realignment of consumer behavior based on a reevaluation of priorities. With such profound impact possible on the health, wellness, and sustainability marketplace, NMI sought to explore consumer attitudes and behavior across several categories and general budget constraints. Large, nationally projectable surveys (n=5000+) of U.S. adults were completed in and around the November 2008 election and the explosion of economic woes and in January 2009 with the official declaration of a “recession.” Qualitative interviews enrich the insights throughout the report.
Within Shopping For Wellness In A Tight Economy we identify and seek to help the reader understand what changes are happening across purchase influences, product purchase criteria, and shopping habits in general across a plethora of demographic groups and with the perspective of various category user groups. From heavy spenders to light spenders, new users to long term, and integrated category users ¯ what lifestyle and shopping habits are consumers changing, what will continue to motivate them to purchase, where are they shopping, what are their specific concerns, and how will all of these affect customer acquisition and brand loyalty?
NMI has provided analysis herein across food, drug, mass, specialty and direct shopping channels ¯ across general purchases as well as wellness related products such as natural, organic, sustainable, locally produced, and dietary supplements. Our health and wellness segmentation view of the data clearly shows opportunity for marketers to not only survive a recession but to flourish their brands by adjusting their marketing approach.
The data and insights are structured thematically, from an overview of current market sales, growth, and projections to the specifics of each category and category consumer. This will allow the reader to reflect on the learning as it applies to the overall market and their specific market sector.
Single Division Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company division/location.
Multiple Division Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across more than one company division/location.
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