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The Health & Wellness Compendium 14 Years of Trended Insight

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

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

NMI’s Health and Wellness Compendium is a compilation of 14 years of comprehensive trended consumer data, from nationally projectable, annual surveys of U.S. adult consumers since 1999. This research seeks to examine consumer attitudes and behaviors toward health and how these behaviors and attitudes have transformed, adjusted, and realigned over the past decade in response to an ever-changing and uncertain world.

Many consumers remain shaken, having dealt with a turbulent economy, corporate mistrust and global political turmoil. They are making changes in their life, shifting their priorities and forming new behaviors, which for most involve being more frugal, sustainable and living a healthier lifestyle. This report seeks to provide insights into how today’s consumer is confronting their own health and wellness, uncover factors that are creating health challenges, and reveal some underlying dynamics that may help to provide a glimpse into what lies ahead. In addition, insight into specific population groups is given through the lens of NMI’s health and wellness segmentation.

Some examples of the general issues which are discussed include…

- Mainstreaming of personal involvement in health and wellness

- Increasing sense of personal responsibility in health

- Generational differences in health maintenance methods

The healthiest segment within the population, identified as the WELL BEINGS by NMI’s proprietary segmentation model, continues to set the bar for healthy behaviors. They are considered a highly influential segment and the healthy standards they set provide the benchmarks for the more aspiring mainstream segments.

Healthy Eating

Although healthy eating is among the many important methods of maintaining a healthy lifestyle, consumers continue to face distinct challenges, when it comes to eating right. There are also key differences among certain groups in their food/beverage selection criteria and “non-negotiables,” of which food and beverage manufacturers must be aware to gain a clear picture of their target.

Natural and organic, two of the fastest growing market segments within the US food industry are garnering increasing interest from producers, consumers, NGOs, nutritionists and policymakers. While they have achieved high household penetration, marketers need to understand the specifics to avoid market pitfalls.

And, while many consumers use functional and fortified foods and beverages, there has been a shift in usage. This report examines that shift and the change in willingness to pay a premium for these categories, with a special focus on which groups are most impacted by cost.

Table Of Contents

The Health and Wellness Compendium 14 Years of Trended Insight
Introduction
Health and Wellness Database Overview
Health and Wellness Segmentation (Overview) Highlights
Executive Summary
Proactiveness in Maintaining Personal Health
Importance of Leading a Healthy Lifestyle, Trended
Personal Responsibility in Health Maintenance
Taking Whatever Means Necessary to Control Health, Trended
Those Seeking Self-Care Methods, by Generation
Concern about Preventing Specific Health/Medical Conditions
Importance of Various Methods in Maintaining a Healthy, Balanced Lifestyle
Importance of Various Healthy Lifestyle Methods, by Generation

Healthy Eating Attitudes and Barriers
Association of Healthy Eating with Control Over Life, Trended
Association of Healthy Eating with Control Over Life, by Segment
Belief that Eating Healthy is a Challenge, Trended
Belief that Eating Healthy is a Challenge, by Specific Condition Managers
Top Food and Beverage Selection Criteria
Top Food and Beverage Selection Criteria, by Segment
Unwillingness to Sacrifice Taste for Health, by Segment
Choosing Foods Based on Emotional Payoff, Trended
Belief that Healthy Foods are Too Expensive, Trended

Natural and Organic Food and Beverage
Importance of Natural and Organic Foods and Beverages in Maintenance of a Healthy Lifestyle
Relationship between Toxins in the Body and Staying Healthy, Trended
Accountability of Pesticides for the Growth of Food Allergies, Trended Generation
Association of Organic Foods and Beverages with Safety, Health and Nutrition Attributes, by Segments and Natural Channel Shoppers
Use of Organic and Natural Foods and Beverages, Trended
Growth Rates of Organic Sales
Household Penetration of Natural Foods and Beverages, Trended
Household Penetration of Organic Foods and Beverages, Trended
Household Penetration of Organic and Natural Foods and Beverages, by Segment
Change in Usage of Specific Organic Foods and Beverages, by Generation
Trends of Specific Products Purchased in an Organic Version
Product Usage Trends Among Organic Consumers (Length 1 Year or Longer)
Organic Product Frequency of Use
Detractors of Organic Product Purchase (Barriers)
Detractors of Organic Product Purchase, Trended

Fortified and Functional Food and Beverage
Use of Fortified and Functional Foods/Beverages, Trended
Willingness to Pay a Premium for Fortified/Functional Products, Trended
Usage of Fortified or Functional Foods/Beverages Among Households with Children
Usage of Fortified or Functional Foods/Beverages, by Generation
Usage of Fortified or Functional Foods/Beverages, by Segment
Belief that Functional Foods and Beverages Can Replace Some Medications
Belief that Fortified Foods and Beverages Provide Daily Vitamins, by Generation

Food and Beverage Ingredient Preferences
Selection of Food Based on Labels, Trended
Selection of Foods Based on Nutritional Claims on Front of Package, Trended and by Households with Kids vs. Those Without
Concern About Absorption, by Energy Managers
Desire for Foods That are Minimally Processed, Have Short List of Ingredients
Items Checked Most Often on Food/Beverage Label
Items Checked Most Often on Food/Beverage Label, Shown as CAG vs. 2009
Ingredients Consumers Desire More of
Ingredients Consumers Desire More of, by Segment
Consumers who “Don't Know” Any Benefits of Key Ingredients
Consumers' Primary Association of Benefits with Key Ingredients
Consumers Who Use Specific Foods/Beverage Types
Consumers Who Perceive Themselves to Be Deficient in Protein, Check for Protein Most Often on Label and Seek out Foods High in Protein

Genetically Modified Ingredients: Knowledge and Avoidance
Consumers Who Have Heard About GMOs
Issues of Concern for Consumers (including GMOs)
Consumers' Perceived Level of Knowledge of GMOs
Importance of Store Having Products That Don't Include GMOs, by Generation and Organic Food/Beverage Users
Consumers Who Use Non-GMO Labeled Foods
Items Checked Most Often on Label
Consumers' Change in Purchase Decision Due to GMOs, by Segment

Sweetener Insights
Monitoring Sugar Content, Trended
Read Label for Sugar and Type of Sweetener, Trended
Types of Sweeteners Used Regularly, by Weight Loss and Diabetes Managers
Types of Sweeteners Used Regularly
Types of Sweeteners Used Regularly, by Natural and Organic F/B Users
Using Artificial Sweeteners to Reduce Weight Management Pitfalls
Concern About Artificial Sweeteners, Trended
Importance of Store Having Foods Free From Artificial Sweeteners
Natural Sweetener Usage, Trended
Low Sugar and Sugar-Free Foods/Beverages Usage Patterns
Increased Use of Low Sugar and Sugar-Free Foods/Beverages, by Generation

Condition Management and Prevention
Actively Managing vs. Concern About Preventing Top Health Conditions
Actively Managing vs. Concern About Preventing Obesity; BMI
Actively Managing Digestive Issues
Actively Managing Other Health Conditions
Condition Managers Who Are Managing Multiple Conditions
Actively Managing Stress, Trended
Actively Managing Stress, by Condition Managers
Desire for Lifestyle Simplification to Reduce Stress, by GP and Condition Managers
Desire for Lifestyle Simplification to Reduce Stress, by Generation
Actively Managing High Cholesterol, High Blood Pressure and Heart Disease, Trended
Actively Managing Diabetes, Trended
Use of Low-Sugar/Sugar-Free/Artificial Sweeteners, Past Year
Belief in Connection Between Diet and Health, Trended
Belief of Ability to Manage Health Issues via Nutrition, Trended
Those Seeking Foods/Beverage that Provide Energy, by Condition Managers
Those Seeking Foods that are High in Protein, by Condition Managers
Actively Managing Celiac Disease, Trended and by Generation
Use of Gluten-Free Foods/Beverages, Trended
Use/Increased Use of Gluten-Free Foods/Beverages, Past Year
Association of Probiotics with Digestive Health, Trended
Management of Digestive Issues vs. Association of Probiotics with Digestive Health
Association of Probiotics with Immune Support, Trended
Management of Need to Boost Immunity vs. Association of Probitics with Immune Support
Used/Increased Use of Digestive Health Foods/Beverages
Desire for More Probiotics vs. Usage of Digestive Health Foods/Beverages

Weight Management
Actively Managing Weight (for Appearance or Health Reasons), Trended
Importance of Maintaining Proper Weight in Maintaining Healthy Lifestyle, Trended and by Segment
Incidence of Those Who Do Not Work Out and Average BMI, by Segment
Number of Days of Exercise, Per Week, by Weight Managers
Actively Managing Weight for Health or Appearance, and Average BMI, by Condition Managers
Actively Managing Weight for Health or Appearance and Average BMI, by Generation
Weight Management Methods Used, Past Year
Weight Management Methods Used, Past Year, by Weight Managers
Internet Tools Used by Gen X and Weight Managers, for Weight Management, Past Year
Use/Increased Use of Weight Loss Foods/Beverages, Past Year
Use of Weight Loss Bars, Drinks/Shakes or Other Weight Loss Supplements

Alternatives
Use of Alternative Healthcare, Trended
Use/Increased Use of Alternative Healthcare, Past Year, by Segment
Use of Alternative Healthcare Important in Maintaining Healthy Lifestyle, Trended and by Generation
Interest in Healthcare/Insurance Plan that Provides Alternative Options, by Segment
Interest in Healthcare/Insurance Plan that Provides Alternative Options, by Generation
Use of Milk Alternatives (Soy, Almond, Coconut, Rice), Past Year, by Segment
Use of Milk Alternatives (Soy, Almond, Coconut, Rice), Past Year, by Generation
Level of Involvement in Vegetarianism, Trended
Level of Involvement in Vegetarianism, by Segment
Level of Involvement in Vegetarianism, by Generation
Use of Meat Substitutes, Past Year, by Generation
Use of Soy Foods and Soy Beverages, Past Year, by Segment
Use of Soy Foods and Soy Beverages, Past Year, by Generation

Supplement Trends
Incidence of VMHS Users and Integrated VMHS UsersUse of VMHS, Trended
Number of VMHS Used a Day
Incidence of VMHS Usage, by Segment
Health and Wellness Segmentation of VMHS and Integrated VMHS Users
Importance of Taking Vitamins and Minerals in Maintaining a Healthy Lifestyle
Importance of Taking Vitamins and Minerals Daily, to Overall Health
Importance of Taking Vitamins and Minerals Daily, to Overall Health, by Segment
Use of Specific VMHS Types, by Segment
Use of Condition-Specific Supplements
Use of Condition-Specific Supplements, by Segment
Perceived Nutrient Deficiencies
Concern About Body Not Absorbing Nutritional Supplements, Trended and by Segment
Dissatisfaction With Quantity of Pills Taken
Dissatisfaction With Quantity of Pills Taken, by Segment
Preference to Get Supplements in Forms Other Than Pills and Capsules, Trended
Preference to Get Supplements in Forms Other Than Pills and Capsules, by Segments
Most Important Supplement Attributes to WELL BEINGS and FENCE SITTERS

Influencers, Product Adoption and Shopping Insights
Sources of Influence for Purchasing Healthy/Natural Products
Point-of-Sale Influences, Trended
Comparison of Sources of Influence, by Generation
Comparison of Sources of Influence, by Segment
Influencing and Early Adopters, by Generation
Store Brand Purchases, in the Past Year, by Generation
Attitudes Toward Store Brands Vis-a-Vis Quality and Price, by Generation
Trended Incidence of Brand Trial and Loyalty
Shopping Patterns by Channel, Past Three Months

Appendix
Definitions of Groups
NMI's Health and Wellness Consumer Segmentation
Demographic Profiles of Segments


Dietary Supplements
Supplements remain a popular way for consumers to get their daily nutrients and fill in nutritional gaps. There are certain groups of the population for which there have been notable shifts in overall supplement use and quantity of supplements taken on a daily basis, making certain groups stronger targets than others. Some attitudes regarding supplement use and preferred format type have also shifted over the past several years and reveal unique opportunities among certain subsets of the population.

Health Conditions
And, while consumers are managing an array of conditions, concern over preventing certain conditions literally dwarfs the number managing the same. New market opportunities exist for products and services which help allay consumer concern and provide a better sense of control over future health. This report examines the size of the market for each of these opportunities as well as the required attributes of any proposed consumer solutions.

Weight Management
The nation is currently experiencing a major health crisis, as two-thirds of American adults are obese or overweight, the #2 cause of preventable death. Within this section, we examine attitudes toward weight, BMIs, and various methods of weight loss management including the use of internet tools, various food types and programs.

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 14 years of trended data: 1999 through 2012, inclusive; a total of 40,000+ consumers in the database
• Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
• 2012 survey was conducted on-line among 3,031 general population consumers; 2,053 primary grocery shoppers are also identified



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