Natural Marketing Institute (NMI) Identifies Health & Wellness Consumer Trend
HARLEYSVILLE, PA (August 26, 2014) - Research conducted by Natural Marketing Institute (NMI), a strategic consulting and market research firm, shows that the American consumption of water has increased by more than 68 million 8-ounce servings in less than a year.
This groundbreaking study, among 60,000 U.S. adults, evaluated the average daily intake of plain/unflavored water (including bottled, tap and filtered water) consumed in the U.S. between the end of 2013 (Oct-Dec) and mid-2014 (Apr-June), and found consumption has increased significantly in each of the past two quarters, jumping from 4.43 to 4.72 servings. Most demographic groups showed average daily consumption increases, including Hispanics who indicated a greater point change than other races and the population as a whole.
"Health and wellness trends are here to stay – it's a macro cultural shift toward an improved lifestyle and personal responsibility. And water consumption plays a clear role," said Steve French, NMI Managing Partner. "Consumer behavior isn't easy to change, but it's great to quantify that Americans are recognizing the benefits of drinking more water."
Additional results include:
Based on NMI's experience, the increased consumption rates are attributed to several factors: the economic influences linking consumption due cost metrics; a general consumer trend toward healthier beverages; and concerted efforts - such as the Partnership for a Healthier America's Drink Up initiative, as well as multiple city- and state-specific tap campaigns.
NMI is an international strategic consulting and market research company specializing in the health, wellness, sustainability, and healthy aging marketplaces spanning over 23 countries. The firm is celebrating 25 years in serving the industry with innovative solutions for the well being of people, products, and the environmentally and socially responsible sustainability of the planet.