2018 Consumer Snapshot Report - Healthy Aging

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Natural Marketing Institute (NMI) is pleased to present its 2018 Healthy Aging Consumer Trends Snapshot Report.

Our Snapshot Topical Reports are pulled from our 2018 NMI Syndicated Databases, now in their 19th year, trending and reporting on the new challenges and opportunities in the health and wellness marketplace, based on extensive research of the U.S. general population.

The objectives of this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 19 years and how these changes may impact the future landscape of the health and wellness industry.

Summary Perspective

The desire for health and wellness is accelerating across all ages driven in part by dissatisfaction with healthcare systems, mixed media messages, information overload, a renewed sense of self-responsibility and a desire to take control in an environment where independence is a coveted state. In addition, this rising tide is not being driven solely by the aging population.

Instead, it is being embraced across the entire demographic spectrum, prompting the need for an array of products and services across many industries to provide healthy aging solutions to even the youngest generations – an imperative that requires a mind shift from the current focus on the aged. Even further, healthy aging goes beyond just physical health and additionally encompasses a broad spectrum of lifestyle dimensions such as social, emotional and financial health.

However, while this renewed sense of self-responsibility is fueling a desire for consumers to take control of all aspects of their lives, at times, many are falling short of their goals. In essence, a gap oftentimes exists in what consumers believe they should do and what they actually do, where lack of understanding, lack of resources, and fluctuating commitment to healthy aging behaviors all play a role. This report provides highlights around the redefinition of healthy aging and the opportunities such a perspective provides.