12th Edition Consumer Report - 2016 Healthy Aging Across Generations

12th Edition Consumer Report - 2016 Healthy Aging Across Generations

140+ pages with 10 chapters of new research on consumer need states, targeting, attitudes, behavior patterns, trends and opportunities including data, charts, graphs, analysis, commentary, and more!


NMI (Natural Marketing Institute), a leading global research, strategic consulting and intelligence provider, is pleased to release its 12th Edition Consumer Report: 2016 Healthy Aging Across Generations. This report seeks to provide insights into how today’s consumer is confronting their own health and wellness, uncover factors that are creating health challenges, and reveal some underlying dynamics that may help to provide a glimpse into what lies ahead. In addition, insights into how each generation is dealing with these opportunities and challenges are presented.

This report reveals how the health tide is rising across all sectors of the population driven in part by dissatisfaction with the healthcare system, increased corporate transparency, mixed media messages, a renewed sense of self-responsibility and a desire to take control in an environment where independence is a coveted state. In addition, this rising tide is not being driven solely by the aging population. Instead, it is being embraced across the entire demographic spectrum, prompting the need for products and services to promote “healthy aging” to even the youngest generations; an imperative that requires a shift from the current focus on the aged.

However, while this renewed sense of self-responsibility is fueling a desire to take control of all aspects of their life, consumers are, at times, falling short of their goals. In essence, a gap oftentimes exists in what consumers believe they should do and what they actually do, where lack of understanding, lack of resources, and fluctuating commitment to healthy aging behaviors all play a role.

This report covers the various dimensions of healthy aging, and the opportunities which exist to help consumers translate their aspirational attitudes into actual behaviors, thereby lessening the ‘say/do’ gap and keeping them on a healthier lifestyle path.

Some topics include...

  • The broad range of lifestyle dynamics which drive “healthy aging”
  • The challenges of consumers’ unmet need states
  • Interest in a range of products and services to fit emerging “healthy aging” needs
  • An understanding of how each generation is financially prepared for retirement
  • Identification of consumers’ biggest fears of aging
The Healthy Aging Database® Summary Content & Scope

Attitudinal Measures:
  • 200+ attitudes surrounding major
  • industries and categories
  • 50+ advertising/marketing attitudes
  • 50+ healthy aging drivers
Usage Patterns:
  • 8 distinct industries:
  • Healthcare, food/beverage, financial,technology, retailers, supplements, caregiving, retirement, sustainability
  • 35+ product categories
  • 100+ specific product attributes
  • 25 food categories
  • 30+ conditions managing
  • Technology usage patterns
  • Caregiving behaviors
  • Purchase influencers
  • Investments, health insurance
  • Demographics
Information Sources:

1. Sources of influence
2. Healthcare coverage
3. Retail stores shopped
4. Personal influence on topics
5. Website use

Healthy Aging Database Methodology and Scope
Summary Content & Scope
Definitions of Groups
Healthy Aging Introduction and Trend Summary
Executive Summary
Healthy Aging Overview: Challenges & Opportunities
Lifestyle Dimensions of Healthy Aging
Consumer Challenges in Trying to Live a Healthier Lifestyle
The 'Say-Do' Gap
Important Healthy Aging Factors and Unmet Needs
Top Unmet Needs by Generation
Largest Unmet Needs (Importance Minus Satisfaction) by Generation
NMI's Healthy Aging Segmentation
NMI's Healthy Aging Segmentation
Understanding the Segments
‘Say-Do' Gap Opportunities
Importance of a Healthy Lifestyle
Importance in Personal Health
Consumer Interest in Living a Healthier Lifestyle
Reasons to Maintain a Healthier Lifestyle
Reasons to Maintain a Healthier Lifestyle - by Generation Reasons to Maintain a Healthier Lifestyle - by Gender
Consumer Understanding of How to Promote Healthy Aging
Impact of Healthy Eating
Impact of Exercise
Impact of Seeing a Doctor
Impact of Taking Vitamins/Supplements
Impact of Taking Prescription Medications
Consumer Challenges of Living a Healthier Lifestyle
Barriers to Living a Healthier Lifestyle
Barriers to Living a Healthier Lifestyle - by Generation
Importance of the Internet for Healthy Living
Consumer Interest in Services to Support Healthy Living
Report Card on Consumer Health
Important Aspects of a Healthy Lifestyle
Health Reasons to Maintain a Healthier Lifestyle - by Generation
Health Reasons to Maintain a Healthier Lifestyle - by Gender
Consumer Interest and Ability to Manage Personal Health - by Gender
Consumer Rationale for Taking More Responsibility for their Health
Consumers Personal Responsibility for their Health
Personal Responsibility for their Health- by Generation
Preventative Health vs. Managing/Treating Illness- by Generation
Self Reported Ratings of Health - by Generation
Changes in Health States
Changes in Health States - by Generation
Improvements in Health States - by Generation
Energy Levels and Stress Levels
Average Hours of Sleep on a Typical Night
Consumer Interest and Concern Regarding Brain Health- by Generation
Health Conditions Consumers are Currently Managing
Health Conditions Consumers are Currently Managing - by Gender
Impact of the "Say-Do' Gap on Condition Managers
Ways of Managing Heart Health
Consumer Perceptions on Weight Management
Methods Used to Manage Various Health Conditions
Interest in Alternative Solutions for Health Conditions
Consumer Use of the Internet to Research Health Needs
The Consumer Diet: Healthy or Not So Healthy?
The Current Eating Regimen of Consumers
Eating Healthy Each Day of the Week
Nutritional importance of Daily Meals
Consumer Diet and Nutritional Choices
Consumer Preference in Ingredients and Processing
Consumer Choices and Unhealthy Foods
Vegetarian Diet Choices- by Generation
Consumer Choices and Meat Consumption
Consumers Seeking High Protein Foods
Change in Consumption of Healthy Foods- by Generation
Consumer Desire for Nutritional Labeling by Health Benefit
Reasons to Buy Foods by Health Benefit
Consumer Preference for Tasty and Nutritious Food- by Generation
Reasons Consumers Do Not Eat Healthy Food
Reasons Consumers Do Not Eat Healthy Food- by Segment
Consumer Belief in Manufacturers Interest in Healthy Foods
Consumer Trust in Manufacturers Interest in Healthy Foods
Availability and Access to Nearby Healthy Food Options
Trust and Availability of Healthy Food at Restaurants
Consumer Choice of Restaurants
Change in Consumer Fast Food Consumption- by Generation
Reasons and Choices when Eating at Fast Food Restaurants
Dynamics of Healthy Aging
Consumers Indicating When Old Age Begins- by Generation
When Old Age Begins by Boomers
Consumers Indicating How Long they "Want to Live" & "Expect to Live"
Biggest Fears of Aging
Biggest Fears of Aging by Gen X
Biggest Fears of Aging by Boomers
Biggest Fears of Aging by Matures
Biggest Fears of Aging - Ranked by Generation
Biggest Fears of Aging - by Gender
Significant Life Events in the Past Several Years - by Generation
Most Challenging Life Events in the Past Several Years - by Generation
Perceptions of a Busy Lifestyle - by Generation
Evolution of Caregiving
Financial Challenges and Concerns for Parents and Children
Financial Support for their Children and Parents - Gen X vs. Boomers
Medical Support for an Aging Loved One - by Generation
Physical and Emotional Health Challenges of Caregivers
Financial Health and Retirement
Perception of Financial Preparedness for Retirement - by Generation
Financial Preparedness for Retirement: Gen X vs. Boomers
Financial Preparedness Impact on Other Health Issues
Consumer’s Ability to Meet Financial Obligations After They Retire
Consumer’s Ability to Meet Financial Obligations- by Generation
Consumer “Net Worth”- By Generation
Consumer Perceptions of Personal Financial Health - by Segments
Changes in Perceived Retirement Age - by Generation
Employment After Retirement - by Generation
Healthcare Opportunities: Mobility and Independence
Top Medical Conditions Consumers Want to Prevent
Top Medical Conditions Consumers Want to Prevent - by Generation
Consumer Concern Over Changes in Healthcare Coverage
Major Concerns of the Help Seeker Segment
Financial Security as it Relates to Healthcare Coverage
Consumer Participation in Various Healthcare Coverage Options
Consumer Concerns and Prevention of Top Fears of Aging
Primary Drivers to Maintain a Healthier Lifestyle
Future Living Arrangements - by Generation
Services of Interest to the Aging Population
Lifestyle Dynamics
The Relationship Between Sustainability and Healthy Living
Sustainability's Impact on Purchase Decisions- by Generation
Barriers to Purchasing Sustainable Products and Services- by Generation
The Impact of Social Media - by Generation
Consumer Interest in Mobility/Travel - by Generation
Consumer Interest in "Living in the Moment"- by Segment
Consumers Indicating Why they Donate to Charitable Organizations
Consumer Interest in Volunteering - by Generation
Pet Ownership - By Generation
Differences in Consumers "Self-Descriptors" - by Generation
Consumer Participation in Various Activities
Consumer Use of Popular Online Websites
Consumer Shopping Behavior - By Channel
All materials herein are © 2016 by Natural Marketing Institute. All rights reserved. Reproduction, publication (internal and/or external), transmission, or other use of any of the within materials, including but not limited to graphics, data, and/or text, for any commercial or non-commercial purposes, is strictly prohibited without the prior express written permission of NMI.

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