Whole Living Market Research


With the Natural Marketing Institute's Whole Living Market Reserach Segmentation

 The Institute's Whole Living Multicultural Segmentation Model Delivering full spectrum insights 

Natural Marketing Institute provides in-depth market research insights into consumer purchasing as it relates to Whole Living – redefining Health & Wellness into a new construct.

As multicultural consumers search for satisfaction, happiness, and balance in their lives, it is important to understand that dynamic process. Each multicultural group is not a monolith; key differences in behaviors among each group determine their approach to the decisions they make daily.

The Whole Living segmentation methodology has been applied to 3 multicultural groups, Asian Americans, Black Americans, and Hispanic Americans. These 18 segments provide insights into the interconnectedness of several factors that define each group more granularly. As a result, businesses can make informed decisions and seize opportunities using an authentic approach.

Segmenting Consumers

The Whole Living Consumer Study is based on the ongoing process of becoming aware of and making choices toward a healthy and fulfilling life.  Wellness is more than being free from illness. It is a dynamic process of change and growth – an interconnected state of complete physical, mental, and social well-being – not merely the absence of health issues or medical conditions.

The construct for the study is based on 6 Dimensions of Wellness and the symbiotic relationship of emotional, physical, technological, financial, environmental, and social health. In essence, as consumers become more aware that their health is dependent on the health of all dimensions, they will be prepared for their lifelong journey in pursuit of satisfaction, happiness, and balance

The 6 Dimensions of Whole Living: Redefining Health & Wellness

The 6 Dimensions of Wellness and the opportunities which exist around them are as follows:

Financial: Concern over one’s financial future is having detrimental effects across a broad spectrum of health issues, identifying opportunities for assistance tools

Social: As consumers travel a wellness path, they become more aware of their importance in society, as well as the impact they have on multiple connection points

Physical: The physical benefits of looking good and feeling good, most often lead to the psychological benefits of enhanced self-esteem, self-control, determination, and a sense of direction

Technological: The more a consumer understands about their personal health, the more empowered they will be to improve upon it, and technology amplifies their understanding

Environmental: Consumers across all generations are embracing environmental responsibility and sustainability and making the connection between planetary and personal health

Purpose & Meaning:  Managing their life in personally rewarding ways and taking responsibility for their actions will help consumers to see life as an exciting, mindful, and hopeful adventure

NMI's whole living market research segmentation allows you to quantify the segments on actual purchase behavior such as:

  • Category and brands purchased, including trial and repeat purchasing and brand switching patterns
  • Retail channels and retailers shopped, including key measures of shopping frequency and basket ring

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