2024 Health and Wellness Consumer Trends in America Report

2024_health_wellness_trends_america

154 pages of the Institute’s research, study supported, providing current consumer insights with data and analysis, including charts, graphs, and illustrations!

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Introduction

The 2024 Health and Wellness Trends in America Report, now in its 24th year, reports on the health and wellness marketplace and its consumers, based on extensive research of the U.S. general population. It uncovers insights into how today’s consumer integrates health and wellness into their life and the motivations and challenges they encounter in their pursuit to become increasingly aligned with a healthier and more balanced lifestyle.

Over the past several years, the population has been confronted with international crises, economic uncertainty and a global pandemic and in the midst of an unsettled and unpredictable future, consumers are seeking balance across all aspects of their health.  In effect, they are taking inventory of their past behaviors and realizing that health and wellness is more of a dynamic process of change and growth – an interconnected state of physical, mental, financial and social well-being – not merely the absence of health issues or medical conditions. Consumers’ increased awareness that their health is dependent on a plurality of dimensions is prompting a reorganization of priorities and behaviors aligned with a more thoughtful, sustainable and healthier lifestyle in order to attain better balance and promote a healthier well-being.

The objectives of this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past several years and how these changes may impact the future landscape of the health and wellness industry.  Even further, the methods consumers use to maintain their health span all aspects of consumers’ lifestyles from financial security and a positive mental attitude to stress management and keeping the earth healthy, expanding platforms for health marketing.

A glimpse into the report …
  • Satisfaction vs. importance of a range of health dimension

  • Fears of aging and which are growing

  • Trends in condition management

  • The growing opportunities across women’s health

  • The impact of financial status on health status

  • Barriers to living a healthy lifestyle

  • Impact of the emotional epidemic

  • Factors guiding food/beverage choice

  • The value of the Institute’s segment profiles for impactful targeting

  • Plus, much more….

Table of Contents

Database Overview
Other Databases Used in Report
Definitions of Groups
Introduction
Executive Summary
Health-segments

The Institute's Health & Wellness Consumer Segments

Segmentation Model Methodology

Five Distinct Segments within the Population

Trended Sizes of Health & Wellness Segments

Snapshot: WELL BEINGS

Snapshot: FOOD ACTIVES

Snapshot: MAGIC BULLETS

Snapshot: FENCE SITTERS

Snapshot: EAT, DRINK & BE MERRYS

Importance of Nutritious Food Use among Segments

Label Monitoring among Segments

Levels of Satisfaction with Life Dimensions

Level of Satisfaction with Life Balance

Environmental Engagement among Segments

Verbatims of Segments Regarding Living Healthy

Emergence of a WELL BEING Leader Group

The Institute's Health & Wellness Consumer Segments (cont'd)

Influencing Behaviors: Leaders and Followers

Attitudinal Differences across Leaders and Followers

Segmentation Overlay on Nielsen HomeScan

Segments' Dollars per Buyer Spend Based on Nielsen

Demographic Profile of Health and Wellness Segments

Demographic Profile of WELL BEING Leaders and Followers

Dimensions of Consumer Health

Dimensions of Consumer Health

Satisfaction with Life Balance

Important Attributes Toward Living Healthy

Levels of Satisfaction with Life Dimensions

Growth in Levels of Satisfaction with Life Dimensions

Importance vs. Satisfaction with Physical Health

Importance vs. Satisfaction with Emotional Health

Supplementation As a Means of Health Management

Satisfaction with Social Health

Satisfaction with Financial Status

Importance vs. Satisfaction with Living Environmentally

Derived Importance  of Life Dimensions

Opportunities Revealed by Derived Importance Analysis

Drivers of a Healthy Lifestyle

Barriers to a Healthy Living

Extending Vitality Healthful Aging

Extending Vitality: Healthful Aging

Extending Vitality: Healthful Aging

Desire for Longevity

Biggest Fears of Aging

Growth in Fears of Aging

Fear of Losing Cognitive Abilities

Concerns about Loss of Mobility

Concerns about Aging Unhealthfully

Role of Caregiver

Positive Perceptions about Future

Spectrum of Physical Health and Condition Management

Spectrum of Physical Health and Condition Management

Management of Conditions Ranked: 2012 vs. 2024

Growth in Condition Management

Health Issues Perceived as Most Important Today

Concerns about Health Condition Prevention

Strongest Opportunities across Health Conditions

Condition Management by Age Group

Aging Conditions Managed by Young Adults

Management of Heart Issues

Management of Cognitive Issues

Management of Female Hormonal Issues

Management of Specific Menopausal Issues

Methods Used to Manage Female Hormonal Issues

Management of Digestive Issues

Trended Obesity Rates across Generations

Specific Diets Followed

Management of Blood Sugar & Diabetes

Management of Joint Pain & Arthritis

Management of Immunity and Cold & Flu

Trust in Methods of Health Management

Methods Used for Condition Management by Condition Managers

White Space Opportunities for Methods Used

 

Expansion of Emotional Health

Expansion of Emotional Health

Emotional Benefits of Meals at Home

Nutritional Challenges of Mealtimes

Barriers to Eating Healthy

Connection of Nutrition and Health Management

Interest in Specific Health Claims on Foods/Beverages

Interest in Specific Health Claims on Foods/Beverages across Age Groups

Food Selection Based on Package Label

Desire for Specific Ingredients in Diet

Concern for Absorption of Nutrients in Foods/Beverages

Growth of Important Food/Beverage Attributes

Items Checked Most Often on Label

Sweetener Attitudes

Desire for Protein across Demographic Groups

Growth in Food/Beverage Categories

Use of Meat Products

Use of Vegetarian and Flexitarian Diets

Use of Plant-Based Meat & Dairy

Length of Use of Plant-Based Meat & Dairy

Likelihood to Use Plant-Based Meat & Dairy in Next 3 Months

Interest in Cell Grown/Cultivated Meat

Dynamics supplement use

Dynamics of Nutritional Choice

Emotional Benefits of Meals at Home

Nutritional Challenges of Mealtimes

Barriers to Eating Healthy

Connection of Nutrition and Health Management

Interest in Specific Health Claims on Foods/Beverages

Interest in Specific Health Claims on Foods/Beverages across Age Groups

Food Selection Based on Package Label

Desire for Specific Ingredients in Diet

Concern for Absorption of Nutrients in Foods/Beverages

Growth of Important Food/Beverage Attributes

Items Checked Most Often on Label

Sweetener Attitudes

Desire for Protein across Demographic Groups

Growth in Food/Beverage Categories

Use of Meat Products

Use of Vegetarian and Flexitarian Diets

Use of Plant-Based Meat & Dairy

Length of Use of Plant-Based Meat & Dairy

Likelihood to Use Plant-Based Meat & Dairy in Next 3 Months

Interest in Cell Grown/Cultivated Meat

Mindful Choices

Mindfull Choices

Relevance of Values-Based Attributes

Concern about Pesticides and Toxins

Use of Organic Foods to Manage Health

Types of Organic Food/Beverage Use

Mistrust of Organic Labeling

Understanding of Organic vs. Regenerative Agriculture

Impact of Environmentally-Friendly Certification Trended

Impact of Specific Certifications on Purchase

Methods Used to Determine Corporate Responsibility

Impact of Knowing a Company Follows Sustainable Practices

finnacial health

Impact of Financial Health

Change in Financial Health in Past 3 Years

Condition Management among Financially Worse Consumers

Impact of Financial Preparedness on Satisfaction with Life Issues

Fear of Running Out of Money across Demographic Groups

Concern over Illness and Financial Security

Impact of Economy on Ability to Retire

Category Purchase Suppressed by Economy

Major Category Purchases Delayed due to Economy

Dynamic of Price vs. Quality

Shifts in Shopping

Shopping Shifts

Major Channel Shopping Growth: 2012-2024

Growth in Channel Shopping across Demographic Groups

Preference for Brick-and-Mortar Shopping vs. Online

Grocery Delivery Use & Future Use

Grocery Retailers Shopped & Growth

Shifts in Primary Grocery Shopper

Use of Mobile Devices for Grocery Shopping

Interest in AI App Recommendations

Top Retailers Shopped across Channels

Dollar/Discount Store Shopping

Use of Store Brands Trended

 

The Natural Marketing Institute's Health & Wellness Segmentation Model Methodology

 

Development of the Institute’s Health & Wellness segmentation model began in 2009 with evaluating over 515 different attitudinal and behavioral variables, later narrowed to approximately 19.

A k-means clustering method was used. Cluster centers were defined as dense regions in the multivariate space based on a k-means segmentation of the attitudinal  and behavioral variables from the Institute’s Health & Wellness Consumer Trends Database survey.

This segmentation can be used to identify and predict segment membership as part of a quantitative extrapolative analysis of future consumer behavior.

5 Unique Segments: each segment is mutually exclusive and is designed to have the maximum differentiation between consumer groups and the maximum homogeneity within each consumer group. The predictive accuracy is high at 92.2%.

The segmentation has been overlaid on third-party data sets such as Nielsen’s Homescan and can be used through the Institute in custom/primary qualitative or quantitative research.

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Discover Health Topics Which Can Be Leveraged for Your Business – The Institute’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: 2005 through 2024
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
  • U.S. survey was conducted among 2,026 general population consumers in July 2024
  • Conducted via on-line methodology
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