The Health & Wellness Compendium 14 Years of Trended Insight

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Summary Table of Contents

 


Summary

200+ pages of data and analysis, including charts, graphs, and illustrations!

NMI’s Health and Wellness Compendium is a compilation of 14 years of comprehensive trended consumer data, from nationally projectable, annual surveys of U.S. adult consumers since 1999. This research seeks to examine consumer attitudes and behaviors toward health and how these behaviors and attitudes have transformed, adjusted, and realigned over the past decade in response to an ever-changing and uncertain world.

Many consumers remain shaken, having dealt with a turbulent economy, corporate mistrust and global political turmoil. They are making changes in their life, shifting their priorities and forming new behaviors, which for most involve being more frugal, sustainable and living a healthier lifestyle. 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, insight into specific population groups is given through the lens of NMI’s health and wellness segmentation.

Some examples of the general issues which are discussed include…

• Mainstreaming of personal involvement in health and wellness

• Increasing sense of personal responsibility in health

• Generational differences in health maintenance methods

The healthiest segment within the population, identified as the WELL BEINGS by NMI’s proprietary segmentation model, continues to set the bar for healthy behaviors. They are considered a highly influential segment and the healthy standards they set provide the benchmarks for the more aspiring mainstream segments.

Healthy Eating

Although healthy eating is among the many important methods of maintaining a healthy lifestyle, consumers continue to face distinct challenges, when it comes to eating right. There are also key differences among certain groups in their food/beverage selection criteria and “non-negotiables,” of which food and beverage manufacturers must be aware to gain a clear picture of their target.

Natural and organic, two of the fastest growing market segments within the US food industry are garnering increasing interest from producers, consumers, NGOs, nutritionists and policymakers. While they have achieved high household penetration, marketers need to understand the specifics to avoid market pitfalls.

And, while many consumers use functional and fortified foods and beverages, there has been a shift in usage. This report examines that shift and the change in willingness to pay a premium for these categories, with a special focus on which groups are most impacted by cost.


Table of Contents

Introduction

Health and Wellness Database Overview

Health and Wellness Segmentation (Overview) Highlights

Executive Summary

Proactiveness in Maintaining Personal Health

Importance of Leading a Healthy Lifestyle, Trended

Personal Responsibility in Health Maintenance

Taking Whatever Means Necessary to Control Health, Trended

Those Seeking Self-Care Methods, by Generation

Concern about Preventing Specific Health/Medical Conditions

Importance of Various Methods in Maintaining a Healthy, Balanced Lifestyle

Importance of Various Healthy Lifestyle Methods, by Generation

Healthy Eating Attitudes and Barriers

Association of Healthy Eating with Control Over Life, Trended

Association of Healthy Eating with Control Over Life, by Segment

Belief that Eating Healthy is a Challenge, Trended

Belief that Eating Healthy is a Challenge, by Specific Condition Managers

Top Food and Beverage Selection Criteria

Top Food and Beverage Selection Criteria, by Segment

Unwillingness to Sacrifice Taste for Health, by Segment

Choosing Foods Based on Emotional Payoff, Trended

Belief that Healthy Foods are Too Expensive, Trended

Natural and Organic Food and Beverage

Importance of Natural and Organic Foods and Beverages in Maintenance of a Healthy Lifestyle

Relationship between Toxins in the Body and Staying Healthy, Trended

Accountability of Pesticides for the Growth of Food Allergies, Trended Generation

Association of Organic Foods and Beverages with Safety, Health and Nutrition Attributes, by Segments and Natural Channel Shoppers

Use of Organic and Natural Foods and Beverages, Trended

Growth Rates of Organic Sales

Household Penetration of Natural Foods and Beverages, Trended

Household Penetration of Organic Foods and Beverages, Trended

Household Penetration of Organic and Natural Foods and Beverages, by Segment

Change in Usage of Specific Organic Foods and Beverages, by Generation

Trends of Specific Products Purchased in an Organic Version

Product Usage Trends Among Organic Consumers (Length 1 Year or Longer)

Organic Product Frequency of Use

Detractors of Organic Product Purchase (Barriers)

Detractors of Organic Product Purchase, Trended

Fortified and Functional Food and Beverage

Use of Fortified and Functional Foods/Beverages, Trended

Willingness to Pay a Premium for Fortified/Functional Products, Trended

Usage of Fortified or Functional Foods/Beverages Among Households with Children

Usage of Fortified or Functional Foods/Beverages, by Generation

Usage of Fortified or Functional Foods/Beverages, by Segment

Belief that Functional Foods and Beverages Can Replace Some Medications

Belief that Fortified Foods and Beverages Provide Daily Vitamins, by Generation

Food and Beverage Ingredient Preferences

Selection of Food Based on Labels, Trended

Selection of Foods Based on Nutritional Claims on Front of Package, Trended and by Households with Kids vs. Those Without

Concern About Absorption, by Energy Managers

Desire for Foods That are Minimally Processed, Have Short List of Ingredients

Items Checked Most Often on Food/Beverage Label

Items Checked Most Often on Food/Beverage Label, Shown as CAG vs. 2009

Ingredients Consumers Desire More of

Ingredients Consumers Desire More of, by Segment

Consumers who “Don’t Know” Any Benefits of Key Ingredients

Consumers’ Primary Association of Benefits with Key Ingredients

Consumers Who Use Specific Foods/Beverage Types

Consumers Who Perceive Themselves to Be Deficient in Protein, Check for Protein Most Often on Label and Seek out Foods High in Protein

Genetically Modified Ingredients: Knowledge and Avoidance

Consumers Who Have Heard About GMOs

Issues of Concern for Consumers (including GMOs)

Consumers’ Perceived Level of Knowledge of GMOs

Importance of Store Having Products That Don’t Include GMOs, by Generation and Organic Food/Beverage Users

Consumers Who Use Non-GMO Labeled Foods

Items Checked Most Often on Label

Consumers’ Change in Purchase Decision Due to GMOs, by Segment

Sweetener Insights

Monitoring Sugar Content, Trended

Read Label for Sugar and Type of Sweetener, Trended

Types of Sweeteners Used Regularly, by Weight Loss and Diabetes Managers

Types of Sweeteners Used Regularly

Types of Sweeteners Used Regularly, by Natural and Organic F/B Users

Using Artificial Sweeteners to Reduce Weight Management Pitfalls

Concern About Artificial Sweeteners, Trended

Importance of Store Having Foods Free From Artificial Sweeteners

Natural Sweetener Usage, Trended

Low Sugar and Sugar-Free Foods/Beverages Usage Patterns

Increased Use of Low Sugar and Sugar-Free Foods/Beverages, by Generation

Condition Management and Prevention

Actively Managing vs. Concern About Preventing Top Health Conditions

Actively Managing vs. Concern About Preventing Obesity; BMI

Actively Managing Digestive Issues

Actively Managing Other Health Conditions

Condition Managers Who Are Managing Multiple Conditions

Actively Managing Stress, Trended

Actively Managing Stress, by Condition Managers

Desire for Lifestyle Simplification to Reduce Stress, by GP and Condition Managers

Desire for Lifestyle Simplification to Reduce Stress, by Generation

Actively Managing High Cholesterol, High Blood Pressure and Heart Disease, Trended

Actively Managing Diabetes, Trended

Use of Low-Sugar/Sugar-Free/Artificial Sweeteners, Past Year

Belief in Connection Between Diet and Health, Trended

Belief of Ability to Manage Health Issues via Nutrition, Trended

Those Seeking Foods/Beverage that Provide Energy, by Condition Managers

Those Seeking Foods that are High in Protein, by Condition Managers

Actively Managing Celiac Disease, Trended and by Generation

Use of Gluten-Free Foods/Beverages, Trended

Use/Increased Use of Gluten-Free Foods/Beverages, Past Year

Association of Probiotics with Digestive Health, Trended

Management of Digestive Issues vs. Association of Probiotics with Digestive Health

Association of Probiotics with Immune Support, Trended

Management of Need to Boost Immunity vs. Association of Probitics with Immune Support

Used/Increased Use of Digestive Health Foods/Beverages

Desire for More Probiotics vs. Usage of Digestive Health Foods/Beverages

Weight Management

Actively Managing Weight (for Appearance or Health Reasons), Trended

Importance of Maintaining Proper Weight in Maintaining Healthy Lifestyle, Trended and by Segment

Incidence of Those Who Do Not Work Out and Average BMI, by Segment

Number of Days of Exercise, Per Week, by Weight Managers

Actively Managing Weight for Health or Appearance, and Average BMI, by Condition Managers

Actively Managing Weight for Health or Appearance and Average BMI, by Generation

Weight Management Methods Used, Past Year

Weight Management Methods Used, Past Year, by Weight Managers

Internet Tools Used by Gen X and Weight Managers, for Weight Management, Past Year

Use/Increased Use of Weight Loss Foods/Beverages, Past Year

Use of Weight Loss Bars, Drinks/Shakes or Other Weight Loss Supplements

Alternatives

Use of Alternative Healthcare, Trended

Use/Increased Use of Alternative Healthcare, Past Year, by Segment

Use of Alternative Healthcare Important in Maintaining Healthy Lifestyle, Trended and by Generation

Interest in Healthcare/Insurance Plan that Provides Alternative Options, by Segment

Interest in Healthcare/Insurance Plan that Provides Alternative Options, by Generation

Use of Milk Alternatives (Soy, Almond, Coconut, Rice), Past Year, by Segment

Use of Milk Alternatives (Soy, Almond, Coconut, Rice), Past Year, by Generation

Level of Involvement in Vegetarianism, Trended

Level of Involvement in Vegetarianism, by Segment

Level of Involvement in Vegetarianism, by Generation

Use of Meat Substitutes, Past Year, by Generation

Use of Soy Foods and Soy Beverages, Past Year, by Segment

Use of Soy Foods and Soy Beverages, Past Year, by Generation

Supplement Trends

Incidence of VMHS Users and Integrated VMHS UsersUse of VMHS, Trended

Number of VMHS Used a Day

Incidence of VMHS Usage, by Segment

Health and Wellness Segmentation of VMHS and Integrated VMHS Users

Importance of Taking Vitamins and Minerals in Maintaining a Healthy Lifestyle

Importance of Taking Vitamins and Minerals Daily, to Overall Health

Importance of Taking Vitamins and Minerals Daily, to Overall Health, by Segment

Use of Specific VMHS Types, by Segment

Use of Condition-Specific Supplements

Use of Condition-Specific Supplements, by Segment

Perceived Nutrient Deficiencies

Concern About Body Not Absorbing Nutritional Supplements, Trended and by Segment

Dissatisfaction With Quantity of Pills Taken

Dissatisfaction With Quantity of Pills Taken, by Segment

Preference to Get Supplements in Forms Other Than Pills and Capsules, Trended

Preference to Get Supplements in Forms Other Than Pills and Capsules, by Segments

Most Important Supplement Attributes to WELL BEINGS and FENCE SITTERS

Influencers, Product Adoption and Shopping Insights

Sources of Influence for Purchasing Healthy/Natural Products

Point-of-Sale Influences, Trended

Comparison of Sources of Influence, by Generation

Comparison of Sources of Influence, by Segment

Influencing and Early Adopters, by Generation

Store Brand Purchases, in the Past Year, by Generation

Attitudes Toward Store Brands Vis-a-Vis Quality and Price, by Generation

Trended Incidence of Brand Trial and Loyalty

Shopping Patterns by Channel, Past Three Months

Appendix

Definitions of Groups

NMI’s Health and Wellness Consumer Segmentation

Demographic Profiles of Segments

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Dietary Supplements

Supplements remain a popular way for consumers to get their daily nutrients and fill in nutritional gaps. There are certain groups of the population for which there have been notable shifts in overall supplement use and quantity of supplements taken on a daily basis, making certain groups stronger targets than others. Some attitudes regarding supplement use and preferred format type have also shifted over the past several years and reveal unique opportunities among certain subsets of the population.

Health Conditions

And, while consumers are managing an array of conditions, concern over preventing certain conditions literally dwarfs the number managing the same. New market opportunities exist for products and services which help allay consumer concern and provide a better sense of control over future health. This report examines the size of the market for each of these opportunities as well as the required attributes of any proposed consumer solutions.

Weight Management

The nation is currently experiencing a major health crisis, as two-thirds of American adults are obese or overweight, the #2 cause of preventable death. Within this section, we examine attitudes toward weight, BMIs, and various methods of weight loss management including the use of internet tools, various food types and programs.

Research Methodology

  • Most comprehensive data available on health and wellness; based on attitudes, behavior and product usage within the world of health and wellness across 90+ product categories and 20 shopping channels
  • Annual consumer research among U.S. general population of adults and primary grocery shoppers
  • Currently 14 years of trended data: 1999 through 2012, inclusive; a total of 40,000+ consumers in the database
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
  • 2012 survey was conducted on-line among 3,031 general population consumers; 2,053 primary grocery shoppers are also identified

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