Health and Wellness Consumer Trends in America

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146 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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Natural Marketing Institute® is pleased to present its 2021 Health and Wellness in America, Consumer Insights and Trends Report. This report, now in its 21st year, provides insights into how today’s consumer is confronting their own health and wellness, uncovers factors that are creating health challenges, and reveals underlying dynamics that help to provide a glimpse into what lies ahead.

The year 2020 introduced a variable into the health landscape which no one could predict. When viewing trends within this report, it is important to note that the current 2020 study was fielded in December of 2020. Therefore, the data collected in 2020, compared to previous years, may reflect changes due to the impact of the COVID-19/Coronavirus pandemic. Many of these changes may be permanent shifts in consumers’ attitudes, while some may be temporary.

This report reveals which shifts may have staying power and how the events of the past year have altered consumer, industry and retailer perspectives. In addition, it provides a comprehensive overview of where the current health & wellness marketplace stands and uncovers emerging opportunities in this ever-evolving market.

A glimpse into the report …

  • Segment profiles highlighting the mainstreaming of health and wellness and the emergence of new health leaders
  • Emerging immunity opportunities
  • The future of e-commerce/online ordering
  • The growing role of sustainability toward product purchase
  • The new shifts in shopping patterns
  • The effect of COVID-19 on consumer behavior
  • Plus much more….

Table of Contents

Database Overview

Other Databases Used in Report

Definitions of Groups


Overview and Executive Summary


Natural Marketing Institute's Health & Wellness Consumer Segments

Five Distinct Segments within the Population
Changing Segment Composition Over Time
Generational Composition of Segments
Variations in Influencers and Brand Use
Emergence of a WELL BEING Leader Group
Factors in Maintaining a Healthy Lifestyle: Leaders and Followers
Influencing Behaviors: Leaders and Followers
Early Adoption Behaviors across Segments
Demographic Profile of Health & Wellness Segments
Demographic Profile of WELL BEING Leaders and Followers


The Changing Health Landscape

Importance of Leading a Healthy Lifestyle
Search for Self Care Methods
Effect of COVID-19 on Health Conscientiousness
Personal Responsibility for Health
Effect of COVID-19 on State of Health
Positive and Negative Effects of COVID-19 on Health
Effect of COVID-19 on Environmental and Sustainable Involvement
Connection of Personal and Planetary Health
Methods to Maintain a Healthy Lifestyle
Personal Methods of Maintaining Health
Importance of Consuming Nutritious Foods
Attitudes Regarding Healthy Eating and Nutrition
Challenges of Eating Healthy
Healthy Food Choices During COVID-19
Relevance of Taste Toward Food Choice
Importance of Supplementation
Supplement Use Due to COVID-19
Importance of Weight Maintenance and Exercise
COVID-19 Effect on Weight Gain or Loss
COVID-19 Effect on Exercise Frequency
Importance of Emotional Factors on Health Maintenance
COVID-19 Effect on Emotional Well-Being
Alcohol Consumption across Age Groups
Tobacco Use across Age Groups


Management of Health Issues

Condition Management among Population
Growth of Condition Management
Condition Management across Generations
Management of Sleep and Cognition
Management of Stress, Anxiety and Depression
Condition Management among Stress/Anxiety Managers
Management of Immune Issues
Attitudes Toward Products That Boost Immunity
Management of Inflammation in the Body
Condition Management among Immune Managers
Importance of Detoxifying the Body
Condition Management among Digestive Managers
Concern about Condition Prevention
Concern about Condition Prevention across Gender
Growth in Concern across Conditions
Use of Telemedicine
Desire for Alternative Healthcare
Attitudes Toward Doctor Involvement in Alternative Healthcare


Drivers of Nutritional Choice

Brand Loyalty
Effect of COVID-19 on Brand Choice
Perceptions of Store Brands
Impact of the Label on Food Choice
Influencers of Healthy and Natural Products
Preference for Clean Label
Label Monitoring of Specific Ingredients
Desire for Specific Ingredients in Diet
Desire to Avoid Specific Ingredients in Diet
Sweetener Monitoring
Monitoring Chemical Content
Desire for Less Adulterated Foods
Use of Organic Foods/Beverages
Use of Store Brand Organic Foods/Beverages
Growth in Use of Alternative Food/Beverage Categories


Alternative Progression

Impact of COVID-19 on Meal Preparation
Use of Home Meal Delivery Services
Number of Meals Made at Home
Demographic Profile of Meal Delivery Service Users
Specific Diets Followed by Meal Delivery Service Users
Important Attributes Toward Food Purchase Decision: Tier 1
Important Attributes Toward Food Purchase Decision: Tier 2
Growth in Importance of Food Attributes
Importance of Sustainable and Regenerative Agriculture
Use of E-Friendly and Sustainable Food Types
Adherence to a Vegetarian Diet
Reduction in Animal-Based Meat Consumption
Reasons for Animal-Based Meat Reduction
Likelihood to Purchase Plant-Based Meat Products
Derived Importance Explanation
Derived Importance Quadrant of Important Food/Beverage Attributes
Key Influencers and Hidden Opportunities of Plant-Based Meat Products


The Impact of Sustainability on Product Purchase

Perceptions of Environmental Friendliness of Shopping Methods
Increase in Online Shopping due to COVID-19
Concern about Wastefulness due to Online Shopping
Desire for Lower Plastic Use by Restaurants and Grocery Stores
Preference for Other Packaging Besides Plastic
Perception of Companies Sustainability Efforts due to COVID-19
Impact of COVID-19 on Sustainable Choice
Aligning with Companies Based on Their Sustainable Stance
Aligning with Companies Based on Their Sustainable Stance by Demographics
Understanding of a Circular Economy
Involvement with Sustainable and E-Friendly Behaviors
Desire for Refillable Shopping
Impact of Sustainable Initiatives Toward Retailer Choice
Impact of a Company's Sustainable Initiatives
Boycotting Behavior


Shopping Shifts

Frequency of Grocery Shopping in Past 30 Days
Attitudes Toward Grocery Shopping
Barriers to Visiting a Grocery Store due to COVID-19
Online Ordering from a Grocery Store
Type of Grocery Shopping in Past and Future
Type of Grocery Shopping in Past and Future by Age Groups
Shopping Behavior in Next 6 Months
Importance of Attributes Across Shopping Methods
Importance of Attributes Across Shopping Methods by Age Groups
Use of Technology for Grocery Shopping
Preference in Method to Solve an Issue with a Company
Expectations of In-Store Associates
The Relevance of Omnichannel Shopping


Definitions of Consumer Groups Within the Report

GP – General Population U.S. Adults

iGen – born 1998 to 2001 (Ages 18-22)

Millennials – born 1977 to 1997 (Ages 23-43)

Young Millennials – born 1991 to 1997 (Ages 23-29)

Older Millennials – born 1977 to 1990 (Ages 30-43)

Gen X – born 1965 to 1976 (Ages 44-55)

Boomers – born 1946 to 1964 (Ages 56-74)

Matures – born 1900- to 945 (Ages 75+)

Child <18 in HH – there is a child under the age of 18 yrs old in the household

No child <18 in HH – there is no child under the age of 18 yrs old in the household

Heart Disease Mgr – consumers who are managing heart disease

Arthritis/Joint Mgr – consumers who are managing arthritis or joint issues

Immunity Mgr – consumers who are managing/treating cold/flu or need to boost immunity

Energy Mgr – consumers who are managing/treating lack of energy/fatigue

Sleep Mgr – consumers who are currently managing/treating sleeplessness/sleep disorders

Stress/anxiety Mgr – consumers who are currently managing/treating stress/anxiety

Meat Avoiders – consumers whose diet is vegan, vegetarian, or do not eat red meat of poultry

Organic Food/Bev User – have used organic foods/beverages in past 3 months

Fair Trade Food/Bev User – have used fair trade foods/beverages in past 3 months

Non-GMO Food User – have used non-GMO food/beverages in past year

Sustainable Meat User – have used sustainable meat in past year

Low/no Sugar User – have used low sugar/sugar-free foods/beverages in past year

Plant-based Meat User – have used plant-based meat in past year

Plant-based Dairy User – have used plant-based dairy products in past year

Non-dairy Milk User – have used non-dairy milk in past year

Organic User – have used organic produce, packaged foods, beverages, milk, dairy, store brand organics in past year

Shoppers – consumers who shop in the particular retail store on a regular and consistent basis

Brand Users – have used the specific brand in the past 12 months

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
  • Currently 21 years of trended data: 1999 through 2020
  • Nationally representative sample of the U. S. population; statistically valid at 95% confidence level to +/- 1.8%
  • U.S. survey was conducted among 2,000 general population consumers in 4th quarter 2020
  • Conducted via on-line methodology

For more information on our 2021 Health & Wellness Consumer Report, kindly contact Steve French, Chief Operating Officer.