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The State of Health and Wellness in America- 2014

  • January 2014
  • -
  • Natural Marketing Institute
  • -
  • 150 pages

150+ pages of data and analysis, including charts, graphs, and illustrations!

The State of Health and Wellness in America is Natural Marketing Institute's celebrated 15th annual report based on trended consumer research over the past 15 years. The research was conducted to gain a fuller understanding of consumer attitudes and behaviors surrounding health and wellness and to uncover some of the motivations and challenges consumers encounter in their pursuit of a healthier lifestyle.

The past 15 years have been witness to some evolutionary changes across the health and wellness landscape, from the re-vamping of the food pyramid to the launching of government sponsored healthcare. Many of these higher-level changes have been in response to a growing concern about the future health of the population and the systemic effects an aging population will place on the current healthcare infrastructure. In addition, many changes occurring on a more personal level are being self-imposed by consumers. They are realizing some of their past behaviors are no longer sustainable without unwelcome consequences and are, therefore, trying to make better choices.

The objective of this research report, then, is to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 15 years and the implications these changes may have on the future landscape of the industry. A glimpse into the report...

- The continued growth of personal responsibility toward health
- How segments within the population view health differently
- How desire for nutrition is impacting eating behaviors
- The dynamics of natural, organic, and GMOs
- Alternatives as a manifestation of ‘customized’ health solutions

Health and wellness is growing up, marked by the proliferation of healthy products and practices which are mainstreaming across all types of categories and consumers. The growth of health and wellness is manifesting itself from health monitoring computer apps on smartphones, to fast food calorie transparency, and even to the continued blurring of food as medicine.

In addition, consumers' pursuit of health is becoming more customized to their own unique lifestyles. Movement toward self-monitoring has progressed from personal behaviors like monitoring food intake, labels, and exercise to a more customized monitoring assisted by the technology age which allows for a deeper dive into our health, even down to the cellular level!

The growth and progression of alternative health methods further reveals how consumers are pushing the envelope in search of better, faster, smarter, more sustainable health solutions which best fit their needs.

NMI's health and wellness segmentation, which defines five distinct segments within the population, also highlights how consumers approach health differently and how the health attitudes and behaviors they adopt reflect their specific segment. For example, the proactive health seekers, the WELL BEINGS, continue to ‘set the bar’ with their high use of alternative methods, nutritious foods and natural and organic products and help to provide the benchmarks for the more aspiring segments.

The future of health and wellness can no longer support a ‘one-size-fits-all’ mentality. Contained in this report then, is the full spectrum of consumer health behaviors and attitudes which help inform industry, food retailers, marketers and governmental bodies about changes and desires which continue to become more personalized and customized. It is an essential tool for opportunity analysis, new product development, marketing communications, and overall strategic planning as it analyzes the many transformations across consumers and the health and wellness marketplace.

Table Of Contents

The State of Health and Wellness in America- 2014
NMI's Health and Wellness Methodology
Health and Wellness Introduction
Trends in Health and Wellness
Population Diversity Across Health and Wellness Landscape
Changing Composition of Segments over Time
Snapshot: EAT, DRINK and BE MERRYS
Attributes Affecting Food Selection across Segments
The Importance of Taste Relative to Health
Category Buying Rates across Segments

Landscape of a Healthy Lifestyle
Importance of a Healthy Lifestyle
Ways of Maintaining a Focus on Health
Methods of Maintaining a Healthy Lifestyle
Personal Control of One's Health
Imparting the Health and Wellness Message to Others
Stress Reduction and Lifestyle Simplification
Products Used to Promote Personal Health
The Role of Exercise
Generational Involvement with National Healthcare Reform
Influencers in "Healthcare Marketplace" Awareness
Attitudes towards National Healthcare Reform
Concerns Regarding National Healthcare Reform

Healthy Eating
Integration of Healthy Eating into Lifestyle
Implications of Healthy Eating
Challenges of Healthy Eating
The Role of Food Manufacturers
Impact of Convenience on Healthy Food Choice
Drivers of the "Convenient Health" Movement
Emotional Impact on Healthy Food Choice
Expense As a Barrier to Healthy Eating
The Role of Store Brands

Food Selection
The Interrelationship of Taste and Nutrition
Drivers of Food Selection
Trended Behaviors Affecting Food Choices
The Importance of Package Labeling
Impact of Package Labeling on Purchase Decisions
What Consumers Look for On a Package Label
Trends in Package Label Monitoring
Generational Differences in Package Label Monitoring
Primary Areas of Avoidance
The Desire for Less Processed Foods
Growth of Importance of Attributes Used to Make Purchase Decisions
Consumer Perceptions of Manufacturing Practices

Nutrient Needs
Usage of Fortified Foods to Meet Daily Vitamin Needs
Trended Usage of Fortified Foods
Most Used Nutrients for Diet Supplementation
Consumer Desire for High Protein Foods
Generational Differences in Protein Usage
Relationship Between Muscle Mass and Protein
Beyond Muscle Mass - Other Protein Benefits
Sources of Protein
Overall Knowledge of Nutrient Benefits
Perceived Nutrient Deficiencies
What Consumers Want More of In Their Diets
Proof of Efficacy

The Need for Supplementation
Past-Year Usage of Supplements
Number of Supplements Used
Generational and Segment Differences in Supplement Usage
Desired Forms of Supplements
Growth of Alternate Supplement Forms
Concerns Regarding Supplements
Influencers of Supplement Usage

Natural, Organic and GMOs
Trended Usage of Organic Foods and Beverages
Trended Usage of Organic by Segments
Trended Organic Category Usage
Importance of Natural and Organic in Health Maintenance
Drivers of Natural and Organic Usage
Perception of Natural vs. Organic
Perceived Benefits of Organic
Safety as an Organic Benefit
Willingness to Pay a Premium for Healthy Food Categories
Expanding Organic into the Mainstream
Crossover Usage of Organic, Natural and Non-GMO Products
Consumer Concern Toward GMOs
Trended Perception of GMOs
Impact of GMOs on Purchase
Knowledge of the GMO Issue

Trended Monitoring of Sugar Intake
Interest in "No Sugar Added" Products
Primary Sweeteners Used
Trended Usage of Sweeteners
Generational Sweetener Preferences
Growth of Stevia Usage
Specific Uses for Artificial Sweeteners
Effects of Artificial Sweetener Concerns

Growth of Alternative Healthcare Methods
Generational and Segment Usage of Alternative Healthcare Methods
Use of 'Free-From' Foods
The Emergence of Sprouted Grains
Trended Vegetarianism
Vegetarianism by Segment, Generation and Organic User
Integration of Alternative Practitioner Usage into Lifestyle
Interest in Insurance Covering Alternative Healthcare Options

Condition Management
Trended Usage of Functional Foods/Beverages
The Role of Functional Foods in Disease Management/Prevention
Condition Managers' Views of Functional Foods/Beverages
The Influence of Food/Beverage Health Claims
Importance of Stores Carrying Products With Specific Health Claims
Usage of "Condition Specific" Foods/Beverages
How Understanding of Benefits Translates to Usage
Health Conditions Consumers are Concerned About Managing
Management of Heart Issues
Interrelation of Weight, Diabetes and Heart Conditions
Management of Weight Issues
Implications of Digestive Issues on Overall Health
Implications of Emotional Issues on Overall Health
Trended Launches of Products with Energy Claims

Personal and Planetary Health
Consumers' Perceived Impact on Personal and Environmental Health
Engagement in Environmental Issues
Interrelation of Views on Personal and Planetary Health
Growth in Importance of E-Friendly Food/Beverage Attributes
Trended Usage of Natural, Organic and Locally Sourced Products
Influences on Product Choice

Drivers of Consumer Product Choice
Influence of Brand Positioning on Consumer Groups
Brand Loyalty vs. Trial Behavior
Economic Factors Impact on Product Usage
Trended Perception of Store Brands
Influencers and Early Adopters
Environmental Factors Affecting Product Choice
Effect of Corporate Social Responsibility on Product Choice
Alignment of Purchase Decisions with Sustainability Concerns

Health and Wellness Segment Bios

Research Methodology
- Most comprehensive data available on health and wellness; based on attitudes, behavior and product usage within the world of health and wellness across 90+ product categories and 20 shopping channels
- Annual consumer research among U.S. general population of adults and primary grocery shoppers
- Currently 15 years of trended data: 1999 through 2013 (update), inclusive; a total of 50,000+ consumers in the database
-Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
-2013 (update) survey was conducted on-line among 3,031 general population consumers; 2,053 primary grocery shoppers are also identified

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