2024 Health and Wellness Consumer Trends in America Report
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
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
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
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
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
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 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
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
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
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.
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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