2023 Health and Wellness Consumer Trends in America


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

Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.

Price: $15,000  Order Report


The 2023 Health and Wellness Trends in America Report, now in its 23rd year, reports on the health and wellness marketplace and its consumers, based on extensive research of the U.S. general population. This research examines consumer attitudes and behaviors toward healthy living and the health and wellness marketplace as a whole.   In addition, 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.

The past few years have been challenging for consumers. They have had to deal with a global pandemic, a turbulent economy, historically high inflation and global political turmoil. In response, consumers are taking inventory and realizing that aspects of their previous way of life may be unsustainable, which is prompting a reorganization of priorities and formation of innovative behaviors realigned with a more thoughtful, sustainable and healthier lifestyle.  Therefore, when viewing trends within this report, it is important to note that some shifts in attitudes and behaviors may be reactive responses to current events while others have staying power and may be more permanent shifts. 

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. Therefore, the need for an understanding of consumer drivers that affect behavior patterns has never been stronger.

A glimpse into the report …
  • The effect of inflation on consumer behavior
  • The impact of financial status on health status
  • The value of the Institute’s segment profiles for impactful targeting
  • Shifting shopping patterns: private label and dollar stores
  • The interrelationship of conditions managed
  • The growing role of sustainability toward product purchase
  • Brick & mortar vs. online shopping
  • Plus, much more….

Table of Contents

Database Overview
Other Databases Used in Report
Definitions of Groups
Executive Summary

Trends and Consumer Insights

Inflation Price Pushback: Igniting Permanent Shopping Shifts

The Brand Prix: Private Label Takes the Lead

Financial Stress: Consumer Health Pays the Price

Isolation & Loneliness Paradigm: Disconnection Creates Connection

Thinking Clearly: The Stress & Brain Balance

Aging & Longevity: Upping the Ante

Emerging Agriculture: Healthy Soil, Healthy Life

Fortified/Functional Innovation: Pushing Boundaries

Plant-Based Diet: "Mooove" Over

Health & Wellness

Health and Wellness Consumer Segments

Segmentation Model Methodology

Five Distinct Segments within the Population

Search for Self Care Methods across Segments






Importance of Weight & Exercise among Segments

Importance of Natural & Organic Food among Segments

Importance of Sustainable Choices among Segments

Verbatims of Segments Regarding Living Healthy

Emergence of a WELL BEING Leader Group

Influencing Behaviors: Leaders and Followers

Early Adoption Behaviors : Leaders and Followers

Interest in Emerging Ideas: Leaders and Followers

Choosing and Paying for Sustainable Products

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

finding balance

Finding Balance

Importance of Leading a Healthy Lifestyle

Satisfaction with Life Balance

Important Attributes Toward Living Healthy

Reasons to Maintain a Healthy Lifestyle

Food Consumption: Convenience, Nutrition & Emotional Tradeoff

Balancing Healthy Eating vs Unhealthy Eating

Empowered by Healthy Eating

Barriers to Living Healthier

Barriers to Living Healthier among Age Groups

Importance vs. Satisfaction with Work Life Balance

Importance vs. Satisfaction with Material Possessions

Importance vs. Satisfaction with Social Life

Interest in Companies’ Social Initiatives

Impact of Financial Health

Impact of Financial Health

Impact of Current Economy on Aspects of Health

Change in Financial Situation over Past 2 Years

Financial Readiness for Retirement

Health Status among Financial Groups

Economic Uncertainty on Major Purchases

Impact of Economy on Purchase of Healthy Categories

Positive Perceptions about Future

Positive Perceptions about Future among Generations

Demographic Profile of Financial Groups

Condition Management

Management of Health Issues

Growth in Condition Management across Population

Management of Conditions Ranked: 2012 vs. 2023

Growth in Condition Management among Generations

Growth in Overweight/Obesity Ratings among Generations

Weight Management among Generations

Specific Diets Followed

Gut Microbiome Impact on Health Issues

Management of Digestive Issues

Importance of Gut Health on Immunity

Interest in Food/Beverages & Supplements to Manage Immunity

Interest in Food/Beverages & Supplements to Manage Immunity among Demographic Groups

Importance & Management of Cognition/Memory

Energy Level Ratings

Reported Average Number of Hours of Sleep

Interest in Food/Beverages & Supplements to Manage Sleeplessness

Implications of Illness on Financial Security

Concern for Condition Prevention

Concern for Condition Prevention Ranked across Generations

Emotional Health

Emotional Health

Change in Emotional Health over Past 2 Years

Importance of Emotional States toward Balanced Lifestyle

Stress Level Ratings

Interest in Food/Beverage & Supplements for Stress Management

Connection between Stress & Condition Management

Maintenance of Digestive Health & Mood & Stress Levels

Ratings of Loneliness & Isolation

Impact of Current Economy on Emotional State

Healthy Aging

Healthy Aging

Biggest Fears of Aging

Ranked Fears of Aging among Age Groups

Interest in "Anti-Aging" vs. "Healthy Aging" Claims

Desire for Extended Lifespans

Caregiving Trended

Concern about Health during Retirement

Concern about Health during Retirement among Condition Managers

Nutritional Choices

Nutritional Choices

Sources of Influence toward Healthy Purchases

Importance Ratings of Food/Beverage Attributes

Use of Fortified/Functional Foods/Beverages

Concern for Absorption of Nutrients in Foods/Beverages

Interest in Specific Health Claims

Items Checked Most Often on Food/Beverage Label

Use & Growth of Low/No Foods

Use of Healthy Beverages among Demographic Groups

Trended Sugar Monitoring

Use of Sweetener Types

Attitudes Toward Sugar Alternatives

Importance of Taste toward Purchase

Nutritional Challenges across Meal Occasions

At-Home Meal Preparation Trended

Frequency of Meal Preparation

Specific Fast Food Restaurants Visited

Environ-mental Impact on Healthy Choices

Environmental Impact on Healthy Choices

Environmental Implications on Product Purchase

Attitudes toward Industrial Agriculture & Pesticide Use

Consumption of Natural & Organic Food/Beverages

Trended Use of Organic Categories

Desire for Sustainable Agriculture Sourcing

Importance for Store Merchandising of Sustainably-Grown Products

Interest in Alternative Food Products

Interest in Cell-Grown Meat

Use of Plant-Based Meat

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

Derived Importance Analysis Explanation

Derived Importance Quadrant: Plant-Based Dairy

Derived Importance Quadrant: Plant-Based Meat

Essential Non-Drivers & Key Influencers of Plant-Based Dairy & Meat

Impact of Price on Environmental Purchase


Shopping Shifts

Channel Shopping Growth: 2012-2023

Grocery Retailer Shopping & Growth: 2012-2023

Channel Shopping Preference across Product Categories

Channel Shopping Preference across Product Categories by Age Group

Grocery Delivery Use & Future Use

Grocery Shopping Methods Used

Grocery Shopping Attitudes

Use of Store Brands

Dollar/Discount Store Shopping

Impact of Stores' Sustainable Practices on Likelihood to Shop

Attitudes toward Plastic Use in Stores


The Natural Marketing Institute's Health & Wellness consumer segmentation identifies 5 distinct segments within the U.S. general population

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 18 years of trended data: 2005 through 2023
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
  • U.S. survey was conducted among 3,087 general population consumers in July 2023
  • Conducted via on-line methodology

For more information on our 2021 Health & Wellness Consumer Report, kindly contact us