16th Annual Report 2015 Trends in Healthy Living

16th Annual Report 2015 Trends in Healthy Living

165 pages of data and analysis, including charts, graphs, and illustrations!

A comprehensive, annual report devoted to understanding consumer attitudes and behaviors related to diet, nutrition, general health and wellness and the impact on product purchase


NMI (Natural Marketing Institute) is pleased to release its much awaited report: 2015 Trends in Healthy Living, now in its 16th year, which examines consumer attitudes and behaviors toward healthy living and the health and wellness marketplace as a whole.

Maryellen Molyneaux, NMI Managing Partner, shares "this research uncovers insights into how today's consumer integrates health and wellness into their lifestyle and reveals their motivations and the challenges they encounter in their pursuit.

Many factors are driving multiple categories across the U.S. For example, aging drives condition-specific needs, and increased consumer knowledge and desire for specific product features and benefits drive natural, organic, gluten-free and plant-based options. The need for education and an understanding of these drivers that affect consumer behavior patterns has never been stronger".

NMI's objectives in this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 16 years and how these changes may impact the future landscape of the health and wellness industry. A glimpse into the report...

  • 2015 Top 8 Consumer Health & Wellness Trends
  • Changing segment composition as evidence of health and wellness mainstreaming
  • Consumers' customized mix of traditional, alternative and emerging healthcare methods
  • Nutritional challenges families face with children in the household
  • Benefit understanding of natural, organic, and non-GMO products
  • The impact of environmental concerns on product choice
  • Over 160 pages of new research on consumer need states, attitudes, usage and opportunities including data, charts, graphs, analysis, commentary, and more!
Database/Research Methodology Overview

Discover Leverageable Health Topics – NMI's Health and Wellness Trends Database
  • Most comprehensive data available on health and wellness; based on attitudes, behavior and product usage within the world of health and wellness
  • Annual consumer research among U.S. general population adults and primary grocery shoppers
  • Currently 16 years of trended data: 1999 through 2014, inclusive; a total of 46,000+ consumers in the database
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
  • 2014 survey was conducted among 3,000+ general population consumers
  • Conducted via on-line methodology
Unless otherwise noted, all data is from the 4th Qtr. 2014 HWTD study

Other NMI Databases Used Within This Report

The Healthy Aging

Database (HAD) Examines the concept that healthy aging is not just relevant to the aged and looks beyond physical health across dozens of dimensions

Health & Wellness Introduction
Trends in Health & Wellness
Database Overview
Definitions of Groups
Five Distinct Segments within the Population
Changing Composition of Segments over Time
Healthy Living
Importance of a Healthy Lifestyle
Controlling One's Health
Personal Responsibility for Health
Important Methodologies in Maintaining Health
WELL BEINGS' Ranking of Important Methodologies
Use of Healthy Products
Trust in Information Sources Regarding Health
Influential Groups
Interest in Methods to Prolong Health
Interest in Alternative Healthcare Options
Awareness of the "Healthcare Marketplace"
Consumer Perception of the "Healthcare Marketplace" Trended
Trended Generational Perception of the "Healthcare Marketplace" - Trended
Health Challenges
Influencers of Healthy Product Purchase
Drivers of Consumer Product Choice
Influence of Price vs. Quality - Trended
Influence of Price vs. Quality by Generation - Trended
Brand Loyalty vs. New Brand Trial
Perceptions of Store Brands vs. National Brands - Trended
Brand Choice Based on Personal Values
Product Choice Based on Environmental and Sustainable Orientation - Trended
Impact of Environmental and Societal Sustainability on Purchase
Impact of Green Seals on Product Purchase
Influential and Early Adopting Groups
Dietary Lifestyle
Consumers' Eating Regimens
Healthy Eating Attitudes - Trended
Nutrition for Health Management
Interest in Eating Healthier
Challenges of Healthy Eating
Convenience vs. Eating Healthy - Trended
Barriers to Healthy Eating
Perception of Manufacturers' Health Focus
Health vs. Taste
Food Choice Based on Emotion
Meal Preparation and the Family
Home Meal Preparation - Trended
Eating Together as a Family
Home Preparation by Meal Occasion
Importance of Nutrition in Family Meal Preparation
Altering Foods to Make Them Healthier
Food Selection Drivers
Impact of a First Child on Food Concerns
Nutritional Challenges for Households with Children
Nutritional Challenges When Children Are Away from Home
Parental Sugar Monitoring
Concern Over Serving Family Artificial Sweeteners – Trended
What's Driving Food Selection
Important Attributes in Food Selection
Important Attributes in Food Selection for WELL BEINGS
Generational Differences across Top Food Attributes
Food Label Monitoring
Preference for Minimal Processing and Ingredients
Items Checked for Most Often on Food Labels
Items Checked for Most Often on Food Labels by Condition Managers
Top Items Checked for Most Often - Trended
Types of Low/No Foods Used in Past Year
Avoidance and Addition of Foods - Trended
Ingredients Consumers Want to Add to Their Diet
Ingredients Consumers Want to Avoid in Their Diet
The Connection of Pesticides and Negative Health States
Sugar Monitoring – Trended
Perceptions of "No Sugar Added"
Types of Sweeteners Used
Types of Sweeteners Used by Consumer Groups
Reasons for Use of Artificial Sweeteners
Search for Alternative Sweeteners
Understanding Natural, Organic and Non-GMO
Use of Organic and Natural Food/Beverages - Trended
Use of Organic/Natural Food/Beverages by Generation - Trended
Use of Store Brands of Organic Food/Beverages - Trended
Organic Category Use - Trended
Use of Natural/Organic Versions of Specific Food Categories
Use of Natural/Organic Versions of Food Categories by Long/Short-Term Users
Perceptions of Organic Food/Beverages - Trended
Consumer Understanding of Benefits of Organic and Natural
Consumer Understanding of Quality Benefits of Organic and Natural
Willingness to Pay a Premium for Organic and Non-GMO
Perceptions of Organic Benefits - Trended
Perceptions of Personal and Environmental Safety of Organic
Importance of Availability of Non-GMO Products - Trended
Preference for Non-GMO across Product Categories
Impact of GMO Content on Purchase
Preference for GMO Content Labeling
Understanding of GMO and Herbicide/Pesticide Connection
The Safety of Consuming GMOs
Importance of Availability of Non-GMO Products by Shopper
Pros and Cons of GMO Products
Nutrient Needs
Use of Fortified/Functional Food/Beverages - Trended
Use of Fortified/Functional Food/Beverages by Generation
Reasons for Use of Fortified/Functional Food/Beverages - Trended
Desire for Nutrients via Pills or Food
Concern over Bioavailability of Nutrients
Perceived Nutrient Deficiencies
Use of High Fiber and Whole Grain Food/Beverages
Understanding of Nutrient Benefits
Desire for High Protein Foods - Trended
Reasons for Increased Protein Consumption by Generation
Perceptions of Dairy Milk Benefits
Awareness of Plant Protein Types
Importance of Vitamins/Minerals for Health Maintenance - Trended
Use of Supplement Categories by Generation
Use of Supplement Categories by Generations - Trended
Level of Supplement Use
Level of Supplement Use by Generation - Trended
Importance Ratings of Supplement Attributes
Concern over Level of Nutrient Content in Supplements
Preferred Supplement Formats
Condition-Specific Opportunities for Supplements
Condition Management
Self-Reported Health Ratings by Generation - Trended
Worsening Health States by Generation
Condition Management by Gender
Condition Management via Nutrition by Managers
Impact of Health Claims on Food/Beverage Purchases
Use of Gluten-Free Foods – Trended
Condition Management by Gluten-Free Users
Management of Digestive Issues
Management of Emotional Conditions
Reasons for Weight Management
Management of Heart-Related Conditions
Energy Opportunities
Looking for Alternatives
Use of Conventional and Alternative Healthcare Professionals
Use of Vegetarian Foods by Generation
Use of Sprouted Grains
Interest in "Green" Versions of Product Categories
Attitudes Toward Packaging
Social Networking as Alternative Advertising
Use of Peer Networks

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