Health and Wellness Trends in America Consumer Insights and Market Trends

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

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Health and Wellness Research: 22 Years of Health Insight and Wellness Trends

The 2022 Health and Wellness Trends in America Report, now in its 22nd year, this report reports on the health and wellness marketplace and provides consumer insights based on extensive research of the U.S. This report seeks to measure and describe the marketplace for health and wellness products and services, the consumers who use them, their attitudes toward their own health and wellness and consumers’ expectations of corporate responsibility. In addition, it uncovers consumer motivations and the challenges they encounter in their pursuit to become increasingly aligned with a more healthy and 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, global political turmoil, food shortages, and empty store shelves. 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 information 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.

That said, consumers continue to hold strong attitudes toward self-responsible health and are taking small but progressive steps toward incorporating healthier behaviors into their lifestyle. In addition, the methods they 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. Even further, consumers are making purchasing decisions based on a growing set of values-based qualities from toxin-free to fair trade. Therefore the need for an understanding of consumer drivers that affect behavior patterns has never been stronger.

A Glimpse Into Natural Marketing Institutes Health Trends Report…

  • Segment profiles highlighting the mainstreaming of health and wellness and the emergence of new health leaders
  • The increased importance of values-based attributes driving purchase decisions
  • The future of online grocery ordering
  • The growing role of sustainability toward product purchase
  • Purchase and use of emerging ingredients
  • The new shifts in shopping patterns
  • The effect of COVID-19 on consumer behavior
  • Plus much more consumer insights and health trends…

Table of Contents

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

Health and Wellness Consumer Segments

Segmentation Methodology
Five Distinct Segments within the Population
Changing Segment Composition Over Time
Generational Composition of Segments
Emergence of a WELL BEING Leader Group
Influencers and Early Adopters: Leaders and Followers
Use of Emerging Ingredients: 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


Consumer Health Perspective-Creating Balance

Importance of Leading a Healthy Lifestyle
Satisfaction with Life Balance
Satisfaction across Life Factors
Level of Satisfaction with Life Balance across Segments
Attitudes Toward Health Maintenance
Methods to Maintain a Healthy Lifestyle
Personal Methods of Maintaining Health
Opportunities Based on Unmet Needs
Effect of COVID-19 on Health
Smoking Behavior
Presence of Say-Do Gaps


Management of Health Issues

Condition Management and Growth across Population
Condition Management across Generations
Management of Immune Issues
Concern for Immune Prevention
Use of Foods/Beverages and Supplements for Immune Prevention
Management of Digestive Issues
Probiotic Use across Health Issues
Effect of COVID-19 on Emotional Issues
Ethnic Differences in Emotional Effect of COVID-19
Likelihood to Use Supplements for Emotional Issues
Management of Inflammation in the Body
Management of Weight
Concern for Prevention of Health Issues
Concern for Prevention by Old and Young Millennials
Concern for Prevention - Pre and Post Pandemic


Making Nutritional Choices

Managing Health Through Nutrition
Use of Functional Food
Impact of Expense on Healthy Food Purchase
Emotional Connection to Food
The "Taste" Factor
Nutrient Assurance via Supplementation
Desire for Specific Ingredients
Nutrition-Challenged Meal Occasions
Home Meal Preparation
Use of Home Meal Delivery Service
Important Attributes Toward Food/Beverage Purchase
Items Most Often Checked For on Label
Label Monitoring Trended
Preference for Clean Labels
Ingredient Limiting
Sugar Monitoring
Artificial Sweetener Attitudes
Sweetener Use


Mainstreaming of Health Alternatives

Growth in Use of Alternative Food Categories
Increased Use of Alternative Food Categories
Use of Alternative Dairy
Animal-Based Meat Reduction
Reasons for Animal-Based Meat Reduction
Use of Plant-Based Meat and Likelihood to Repurchase
Interest in Cell Grown Meat
Reasons for Interest in Cell Grown Meat
Use of Vegetarian and Flexitarian Diets
Derived Importance Explanation
Derived Importance Quadrant of Important Food/Beverage Attributes
Drivers of Plant-Based Meat Use
Use of Emerging Ingredients
Desire for Healthier Snacks
Interest in Alternative Healthcare


Organic, Sustainable, Regenerative

Impact of COVID-19 on Sustainable Attitudes
Personal Participation in Sustainable Behaviors
Concern for Toxins
Chemical Monitoring on Labels
Use of Organic Food and Beverages
Use of Store Brand Organic Food and Beverages
Reasons for Organic Use
Reasons for Organic Use across Generations
Importance of Specific Agricultural Practices Toward Purchase
Understanding of Regenerative and Organic Certifications
Impact of Specific Certifications on Purchase
Importance of Locally-Grown
Interest in Upcycled Foods
Concern about Food Waste
Concern about Plastic Waste
Understanding of Circular Economy
The Impact of Sustainability on Product Purchase
Impact of Corporate Sustainability
Boycotting Behavior


Shopping Shifts

Demographic Shifts in Shopping
Online Grocery Ordering
Percentage of Shopping Online or In-Store
Use of Meal Kit or Ingredient Delivery Service
Forecast Revenue Growth in the Natural Channel
Importance of Natural and Organic Store Merchandising
Likelihood to Shop Stores Due to Sustainable Initiatives
Likelihood to Shop Stores Based on Refillable Options
Brand Loyalty vs. Price
Impact of Inflation on Product Purchase
Use of Store Brand Food
Influencers of Health and Natural Purchase
Channel Shopping and Growth
Retailer Shopping by Generation
Use of Alternative Currency


Health and Wellness Segmentation Model Methodology

Development of the Institute’s Health & Wellness segmentation model began in 2009 by 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 and 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.

The Institute's Health and Wellness consumer segmentation identifies five distinct segments
within the U.S. general population


Discover Health Trend Topics Which Can Be Leveraged for Your Business –
NMI’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 23 years of trended data: 1999 through 2022
  • 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 late 2nd quarter of 2022
  • Conducted via on-line methodology

All data within this report is from Natural Institute's 2022 Health and Wellness Trends Database (HWTD) unless otherwise noted

Natural Marketing Institute Health Research Database:

  • Since 1999, US and 10+ countries Globally
  • 23 Years of Data, 69,000+ Consumers

For more information on our Health and Wellness trends and Consumer insights market research services contact us today!