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2017 Health & Wellness Trends in America

2017 Health & Wellness Trends in America

Over 100 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 2017 Health and Wellness Trends in America. This report, now in its 18th year, reports on the health and wellness marketplace and its consumers, based on extensive research of the U.S. general population. This report seeks to provide insights into how today’s consumer is confronting their own health and wellness. It uncovers factors that are creating health challenges, and reveals underlying dynamics in the health and wellness industry that help provide a glimpse into what lies ahead.

This research provides insights into how health and wellness is mainstreaming and how today’s consumers are confronting this wave of health information and the proliferation of healthy products. It further discusses how consumers are making purchasing decisions based on a new set of values-based qualities from toxin-free to fair trade. In addition, it highlights what sources to which consumers are turning in order to build their own understanding of the expanding health and wellness market and to structure their individual health regimens and goals.

With the range of new products now available, 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 and purchase intent. The need for an understanding of consumer drivers that affect behavior patterns has never been stronger.

Content includes...
• 2017 Top Consumer Health and Wellness Trends
• Segment profiles highlighting the mainstreaming of health and wellness and the emergence of new leaders
• Consumers’ customized mix of traditional, alternative and emerging healthcare methods
• The growing role of "convenience"
• The increased importance of values-based attributes driving purchase decisions
• The continued relevance of protein and attitudes toward plant-based protein
• Consumers growing use of the internet to research products/services and company values
• Plus much more...
Database 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 18 years of trended data: 1999 through 2016, inclusive; a total of ~63,000 consumers in the database
• Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
• 2016 U.S. survey was conducted among 3,000+ general population consumers
• Conducted via on-line methodology
Unless otherwise noted, all data is from the 2016 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

Sustainability Consumer Trends Database (SCTD) Quantifies insights into environmentally and socially responsible products and services and explores environmentally conscious behavior (across industries)

The Supplement, OTC, Rx Database (SORD) Studies the intersection of dietary supplements, OTC, and pharmaceuticals across usage patterns and attitudes surrounding all three categories

Definitions of Groups Within the Report
GP - General Population U.S. Adults
Millennials - born 1977-1998 (Ages 18-39)
Gen X - born 1965-1976 (Ages 40-52)
Boomers - born 1946-1964 (Ages 53-70)
Matures - born 1900-1945 (Ages 71+)
Integrated organic user - use organic produce, packaged foods, beverages, milk once a day or more
Protein seekers - completely agree that they seek foods high in protein
Gluten-free users - have used gluten-free foods in the past year
Non-GMO User - have used Non-GMO labeled foods/beverages in past year
Herbal supplement user - have used herbal supplements in the past year
Natural Channel Shopper - shopped natural food supermarket, General Nutrition Center, health and natural food store, or other nutrition store in past 3 months
Not Natural Channel Shopper - have not shopped ANY of the following in past 3 months: natural food supermarket, General Nutrition Center, health and natural food store, or other nutrition store
HH with child - consumers who have a child 17 or under living in the household
HH with/out child - consumers who do not have a child 17 or under living in the household
Capital letters in this report denote statistically significant differences between groups at 95% level


Health & Wellness Introduction
Database Overview
Definitions of Groups
Trends in Health & Wellness
Segmentation
Five Distinct Segments within the U.S. Population
Snapshot: WELL BEINGS
Snapshot: FOOD ACTIVES
Snapshot: MAGIC BULLETS
Snapshot: FENCE SITTERS
Snapshot: EAT, DRINK & BE MERRYS
Trended Growth of Segments
Emerging WELL BEING Leader Group
Demographic Summary of Segments
The Mainstreaming of Health and Wellness
Importance of a Healthy Lifestyle
Importance of Aspects of Health
Willingness to Control Health
Search for Self Care Methods to Prolong Health
Importance of Healthy Lifestyle Methods
Role of Nutrition in Control of Health
Participation in Exercise
Smoking Behavior
Self Reported Worsening Health Conditions
Trended Condition Management
The Connection between Convenience and Health
Interest in Convenient Health Devices
Connection between Personal and Planetary Health
Dietary Trends
Important Attributes Toward Food and Beverage Selection
Desire for a Clean Label
Ingredient Avoidance
Use of Organic and Natural Foods/Beverages
Use of Store Brand Organics
Specific Items Checked on Label
Sugar Monitoring
Types of Sweeteners Used
Use of Vegetarian Foods
Interest in Plant-Based Protein
Use of Emerging Food Types
Desire for Additional Ingredients in Diet
Health Benefits Which Impact Food/Beverage Purchase
Methods Used to Manage Health Conditions
Trended Supplement Use
Values-Based Purchasing Decisions
Aspects Driving Consumer Choice
Impact of Sustainability on Product Purchasing Decisions
Impact of E-Friendly and Sustainability on Product Purchase
Impact of Company’s Environmental and Sustainable Initiatives
Impact of Consumers’ Ethics and Values on Product Purchase
Certification Alignment with Personal Values
Importance of Global Initiatives on Product Purchase
Willingness to Pay a Premium for Social/Environmental Initiatives
Desire for E-Friendly and Sustainable Product at Retailers
Importance of Specific Categories to Be GMO-Free
Trended Importance of Food/Beverage Attributes
Importance of HH Cleaning and Personal Care Attributes
Company Boycotting Behavior
Evolution of Shopping
Trended Demographics of Primary Grocery Shopper
Trended Channel Shopping
Consumers Groups Driving Channel Growth
Use of McDonald’s and Burger King
Trended Consumption of Fast Food
Trended Shopping at Specific Retailers
Desire for “Healthy Convenience”
Healthy Attitudes among Convenience Store Shoppers
Trended Demographics of Channel Shoppers
Appeal of Home Delivered Meals
Brand Loyalty vs. Early Adoption
Value of Store Brands vs. National Brands
Sources of Influence and Information
Healthy and Natural Product Influencers
Impact of Package Label on Food Selection
Sources of Influence Ranked by Generation
Influence of Websites on Healthy Product Purchase
Influence of Social Media Sites on Product Purchase
Use on Internet to Manage Health
Consumer Confusion Over Health Information
Use and Purchase Impact of Health e-Newsletters
Interest in Learning about Corporate Initiatives
Level of Consumer Inquiry Regarding Corporate Initiatives
Influencing and Early Adoption Behavior
Appendix
WELL BEINGS Summary
WELL BEINGS at a Glance
FOOD ACTIVES Summary
FOOD ACTIVES at a Glance
MAGIC BULLETS Summary
MAGIC BULLETS at a Glance
FENCE SITTERS Summary
FENCE SITTERS at a Glance
EAT, DRINK & BE MERRYS Summary
EAT, DRINK & BE MERRYS at a Glance
Retailers Measured within the Health & Wellness Database
Health Conditions Measured within the Health & Wellness Database

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