19th Annual Consumer Report - 2018 Health & Wellness Trends In America

19th Annual Consumer Report - 2018 Health & Wellness Trends In America

139 pages of new research on consumer need states, attitudes, behavior patterns and opportunities including data, charts, graphs, analysis, commentary, and more!

A comprehensive consumer research report of consumer attitudes and behaviors related to diet, nutrition, general health and wellness


Natural Marketing Institute (NMI) is pleased to present its 2018 Health and Wellness in America Consumer Insights and Trends Report. This report, now in its 19th year, reports on the new challenges and opportunities in the health and wellness marketplace, based on extensive research of the U.S. general population. 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 of health.

Maryellen Molyneaux, NMI Managing Partner, shares "the range of new products built on health and wellness platforms comes a complex array of consumer attitudes, the need for education, and an understanding of the consumer drivers that will affect consumer behavior patterns. This report further discusses how consumers are making purchase decisions based on a new set of values-based qualities from fair trade to sustainably-grown. In addition, it provides an understanding of the role that technology and the desire for convenience play in the health marketplace".

The objectives of this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 19 years and how these changes may impact the future landscape of the health and wellness industry.

A glimpse into the report...

Segment profiles highlighting the mainstreaming of health and wellness and the emergence of new health leaders

  • The emerging connection between convenient health and technology
  • The increased importance of values-based attributes driving purchase decisions
  • Expansion opportunities for protein
  • How consumers are balancing the good and the bad content
  • Impact of Millennials in the health and wellness space
  • Plus much more...
Database Overview

Discover Health Topics Which Can Be Leveraged for Your Business – 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 19 years of trended data: 1999 through 2017, inclusive; a total of ~66,000 consumers in the database
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
  • 2017 U.S. survey was conducted among 3,200+ general population consumers
  • Conducted via on-line methodology

Health & Wellness Introduction
Database Overview
Other Databases Used in Report
Definitions of Groups
Executive Overview
NMI's Health & Wellness Consumer Segments
Five Distinct Segments within the Population
WELL BEINGS Share of Annual Household Spend
Changing Segment Composition Over Time
Emergence of WELL BEINGS Leaders
WELL BEING Leaders as Early Adopters
WELL BEING Leaders Engagement in Sustainability
WELL BEING Leaders Healthy Choices
Brand Choice Across WELL BEING Leaders and Followers
WELL BEING Leaders Engagement in Healthy Living
Channel Shopping Among WELL BEING Leaders and Followers
Generational Composition of Segments
Demographic Profile of Health & Wellness Segments
Millennial Snapshot
Millennial Overview
Millennial Impact
Millennial Differentiators
Category Spending
Early Adoption and Influencing Behavior
Millennial Engagement in Sustainability
Impact of Corporate Sustainability Initiatives
The Millennial 'Say-Do' Gap
Social Connectivity
Search for Alternatives
Condition Management Across Young and Older Millennials
Segment Composition of Millennials
Today's Health Engaged Consumers
Search for Self Care Methods
Consumers as Health Advisors
Importance of Health-Related Issues
Trended Importance of Health-Related Issues
Trended Importance of Health-Related Issues Among Millennials
Biggest Fears of Aging
Biggest Fears of Aging by Generation
Importance of Health Maintenance Methods
Importance of Health Maintenance Methods Among WELL BEING Leaders
Drivers of Health Maintenance
Growth in Drivers of Health Maintenance
Worsening Health Conditions
Barriers to a Healthy Lifestyle
Exercise Frequency
Smoking Behavior
Healthy Eating Conflict
Healthy Eating Attitudes
The Relevance of the Label
Sources of Influence
Sources of Influence Across Generations
Food Selection Based on Packaging
Items Checked on Label
Belief in Health Claims on Package
Health Benefits that Drive Purchase
Protein 2.0
Desire for More Protein
Growth in Protein Seeking Behavior
Perceived Protein Deficiency
Importance of Protein Content in Food/Beverage Choice
Importance of Hormone and Antibiotic-Free Meat
Types of Protein Used
Label Monitoring for Protein
Attitudes Toward Meat and Plant Protein
Reasons for Adding Dietary Protein by Generation
Reasons for Adding Dietary Protein by Boomer Gender
Future of Sweeteners
Trended Sugar Monitoring
Sugar Intake Management
Sweeteners Used on a Regular Basis
Trended Use of Sweeteners
Desire for Less Sugar in Diet
Trended Desire for Less Sugar in Diet
Concern over Artificial Sweeteners
The New Traditionalism
Most Important Attributes in Food Selection
Top Most Important Attributes Across Generations
Growth of Top Most Important Attributes
Reasons for Not Eating Healthy More Often
Meal Preparation at Home
Importance of Nutrition Across Meal Occasions
Methods of Meal Preparation Across Meal Occasions
Methods of Meal Preparation Across Meal Occasions Among Generations
Importance of Taste
Use of Spices in Meal Preparation
Alteration of Meals for Health
Loaded Minimalism
Addition and Subtraction of Foods in Diet
Preference to Add Certain Ingredients
Preference to Reduce Certain Ingredients
Trended Use of Healthier Food Types
Trended Use of Natural and Organic
Organic Attitudes Among Millennials
Impact of GMOs on Purchase
Trended Use of Fortified/Functional Foods/Beverages
Health Benefits Which Impact Purchase
Concern Regarding Nutrient Bioavailability
Deeper Meaning Choice
Impact of Brand Loyalty
Loyalty/Price Gap Across Segments
Value of Corporate Cause Marketing
Preference for Sustainable Products
Use of Sustainable Food Types
Growth in Importance of Food Attributes
Choice of Organic and Natural Products Over Conventional
Impact of Corporate Sustainability
Boycotting Behavior Due to Lack of Corporate Responsibility
Convenient Health and Technology
Trade-Off of Convenience vs. Health
Trended Stress Levels Across Generations
Top Conditions Which Millennials Are Managing
Interest in Technology for Health
Growth of Channel Shopping
Generational Composition of Convenience and Internet Shoppers
Trends in Primary Grocery Shopping
Inconvenience as a Barrier to Healthy Eating
Online Grocery Shopping
Trended Internet Shopping Across Generations
Health Attitudes Across Internet Shoppers
Healthy Product Purchases Across Internet Shoppers
Influence of Social media and the Internet

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