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Who is the Wellness Consumer? Why Health and Wellness is Influencing Consumer Behavior

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Through research conducted with Rodale Publishing, Women's Marketing looks at the wellness lifestyle trend that's impacting every aspect of life for women. This includes fashion, beauty, food and beverage, personal care, nutritional supplements and so much more. Marketing to women has never been healthier!

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Who is the Wellness Consumer? Why Health and Wellness is Influencing Consumer Behavior

  1. 1. IN PARTNERSHIP WITHPRESENTED BY
  2. 2. HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 agenda • Wellness defined + Consumer Mindset • Wellness industry size + growth projections • Health + Wellness Megatrends • Health + Wellness Sales and Trends by category > Fitness + Wearables > Food > Beauty > Vitamins + Supplements • Who is the Health + Wellness Enthusiast • Key Takeaways 2
  3. 3. what is wellness? 3
  4. 4. The quality or state of being healthy in body and mind, especially as the result of deliberate effort. WELLNESS IS DEFINED AS: HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 Source: Dictionary.com 4
  5. 5. • Wellness is multi dimensional • Wellness is holistic • Wellness changes over time and along a continuum • Wellness is individual, but also influenced by the environment/community • Wellness is a self-responsibility SEVERAL COMMON THREADS STAND OUT ACROSS THE VARIOUS DEFINITIONS OF WELLNESS HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 Source: National Wellness Institute 5
  6. 6. health + wellness: consumer mindset MOVING AWAY FROM TOWARDS illness QUICK FIX TREATMENT reactive have to… vitality LONG TERM PREVENTATIVE proactive experience HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 Source: The Hartman Group Inc., 2013 6
  7. 7. Source: McCann what makes up overall wellness? A MULTIFACETED CONCEPT LED BY PHYSICAL HEALTH HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 PHYSICAL 28% MENTAL 22%EMOTIONAL 15% SPIRITUAL 13% FINANCIAL 12% SOCIAL 10% 7
  8. 8. wellness industry size + growth projections 8
  9. 9. THE TRENDS ALL POINT IN A SINGLE DIRECTION— MORE AND MORE CONSUMER SPENDING ON HEALTH AND WELLNESS what’s the net/net?WELLNESS IS THE NEXT TRILLION DOLLAR INDUSTRY GLOBALLY Source: SRI International BEAUTY + ANTI-AGING FITNESS + MIND-BODY EXERCISE HEALTHY EATING / NUTRITION / WEIGHT LOSS PREVENTIVE / PERSONALIZED HEALTH COMPLEMENTARY + ALTERNATIVE MEDICINE WELLNESS TOURISM SPA MEDICAL TOURISM WORKPLACE WELLNESS $679 BILLION $390 BILLION $277 BILLION $243 BILLION $113 BILLION $106 BILLION $50 BILLION $31 BILLION $60 BILLION HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 20149
  10. 10. health+wellness Source: Nutrition Business Journal; IBISworld; Edgars; Capital IQ; Internal External interviews; Nicolaus Hall The $240 billion U.S. consumer HEALTH + WELLNESS MARKET encompasses multiple categories, and a wide range of players NUTRITION ALTERNATIVE MEDICINE OTC DRUGS FITNESS COSMETIC PROCEDURES BEAUTY ADVICE $125 BILLION $40 BILLION $25 BILLION $20 BILLION $20 BILLION $5 BILLION $5 BILLION HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201410
  11. 11. wellness megatrends 11
  12. 12. health+wellness megatrends THREE MEGATRENDS ARE DRIVING GROWTH OF WELLNESS AS AN INDUSTRY: • Well-thy • The Age of Agelessness • Health Creep HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201412
  13. 13. well-thy • Wellness is the new “black” • “Well-thy” is now a status symbol among consumers. Source: Trendwatching.com HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201413
  14. 14. 33%of Americans think THE KEY TO HAVING A SUCCESSFUL LIFE is HAVING A LOT OF MONEY, ranking it 20th on the list of contributors to having a successful life ONLY well-thy #1 DEFINITION OF SUCCESS: 85% GOOD HEALTH Source: The Futures Company/American Express Life Twist Study TOP 10 CONTRIBUTORS 1. GOOD HEALTH // 85% 2. FINDING TIME FOR THE IMPORTANT THINGS IN LIFE // 83% 3. HAVING A GOOD MARRIAGE/ RELATIONSHIP // 81% 4. KNOWING HOW TO SPEND MONEY WELL // 81% 5. HAVING A GOOD WORK/PERSONAL LIFE BALANCE // 79% 6. HAVING A JOB I LOVE // 75% 7. MAKING THE TIME TO PURSUE YOUR PASSIONS AND INTERESTS // 69% 8. BEING PHYSICALLY FIT // 66% 9. EMBRACING NEW EXPERIENCES/ CHANGES // 65% 10. ALWAYS TRYING TO LEARN AND DO NEW THINGS // 65% HOW WE DEFINE OUR OWN SUCCESS HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201414
  15. 15. the age of agelessness • Longer life span means a greater emphasis on “optimal living”; greater emphasis on quality of life • Increased leisure time—more time to research and discover products, more time to absorb knowledge, more time to enjoy life • Staying in the labor force longer—unemployment rate for boomers is lower than their younger counterparts Source: The Futures Company, MetLife Mature Market Institute Boomers in the Middle HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201415
  16. 16. the age of agelessness OLDER CONSUMERS ARE REINVENTING THEMSELVES AND EMBRACING A YOUTHFUL IDEALISM • Faced with the challenges of aging but simultaneously seeking to redefine it • They are bucking the aging trend and redefining what it means to be 40, 50 and 60 • Have an “ageless” image and attitude—as concerned with maintaining a youthful and active lifestyle as looking younger Source: The Futures Company, MetLife; Mature Market Institute Boomers in the Middle, Mintel By the same token millennials are taking an active approach to staying young: 40%use anti-aging products GENERATIONS ARE CO-MINGLING HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201416
  17. 17. health creep • The ‘consumerization’ of health means that more CONSUMERS WILL CHOOSE PRODUCTS WITH EMBEDDED HEALTH BENEFITS that are actually well designed, desirable, accessible, fun, tasty, interesting or storied • We are experiencing a phenomenon termed “Health Creep”—HEALTH IS CREEPING INTO ALL ASPECTS OF CONSUMER LIFE AND EXPERIENCE Think you’re not in the health business? Wake up and smell the organic coffee! As people around the world become more active in their pursuit of physical, spiritual and emotional wellbeing, “HEALTH CREEP” IS FORCING EVERY BRAND— YES, EVEN YOURS—TO PLAY IN THE HEALTH SPACE by delivering comfort, wellness or both. “ ”Source: Get Wellness Now Study, Iconoculture 2013 HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201417
  18. 18. health creep examples PORTION CONTROL FLATWARE WEALTH MEETS HEALTH GLUTEN-FREE BEAUTY FITNESS AT THE AIRPORT HOTEL WELLNESS WELLNESS POSTURES WHILE TRAVELING 18
  19. 19. health creeps into all categories Sales and trends of specific categories: • Fitness + Wearables • Food • Beauty • Vitamins + Supplements HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201419
  20. 20. fitness+wearable sales • Sports fitness industry is up $10 billion to $81.4 billion in wholesale sales in the U.S. • 3.3 million fitness bands and trackers were sold, 500% growth, per year, in the past three years Sales predicted to jump 40% each year for the next 5 years • The digital fitness category is now a $330 million market—driven by Fitbit • Women’s athleticwear sales jumped 9% last year to $11.5 billion and globally will hit $126 billion by 2015 • Health Club membership grew to 52.9 million members in 2013 in U.S. Boutique fitness centers are flourishing—representing one of the hottest trends Source: NPD and Reuters; Branded athletic apparel: Branded sportswear non-performance fabr, not necessarily used for sports i.e. Nike polo shirt.; Branded Active Wear: department store type sports brands like IZOD, Championlines.; Performance apparel : High Performance fabric, specifically targeted at sports usage i.e. Under Armor, Nike Dri-fit, etc.; Fitness apparel: apparel specifically marketed to fitness participants i.e. Lululemon etc.; 2014 SFIA Manufacturers’ Sales by Category Report; International Health, Raquet, Sportsclub Association (IHRSA) HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201420
  21. 21. fitness+wearables trendsSMART TECHNOLOGY EXPANDING INTO MORE PRODUCT CATEGORIES • Smart Wearables A T-shirt outfitted with electrodes to measure breathing, pulse and heart rate A bra that tracks calorie intake SmartSock tracks how you run to help improve running style Apple launching the new Healthbook • Increase in obstacle and outdoor fitness activities Estimated U.S. Non-Traditional Running Event Finishers 2010 = 200,000 2011 = 1 million 2012 = 2 million 2013 = 4 million • Increase in High-intensity Interval Training (HIIT) • Fitness studios go online Source: Running USA; Seven fitness and wellness trends in 2013; American College of Sports Medicine 2014 HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201421
  22. 22. HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 FITBIT HAS MOTIVATED ME TO ALWAYS MEET MY GOAL! “ ” I am a distance running junkie. I recently purchased a HIIT DVD workout program which opened my eyes to the idea of working out smarter rather than longer. HIIT workouts helped me shed fat while maintaining muscle…it improved my body composition, and also improved my running! “ ” When I purchased my GPS running watch, I was thrilled…it made me feel like a ‘real’ runner…while it was expensive, the investment I made in the equipment motivated me to use it…it kept me accountable…made me motivated to run harder…that little pink watch is still the best training partner I’ve ever had. “ ” Source: Women’s Health/Prevention Reader Survey, August 2014 22
  23. 23. Source: Euromonitor, U.S. Sales of Health and Wellness 2008-2013 food salesHEALTH + WELLNESS FOOD BEVERAGE: Sales of health and wellness food beverage are up 9% in the last 5 years to $160.7 billion ORGANIC: U.S. sales of organic products totaled $35.1 billion in 2013—up 11.5% from 2012 NUTRITIONAL FOOD DRINK: Sales of nutritional food and drinks are estimated to increase to $8.2 billion in 2017 HEALTH + WELLNESS BARS: Sales of health wellness bars are expected to reach $1.9 billion in 2017— a 103% increase from 2012 SMOOTHIES: Sales of RTD smoothies to reach $1.6 billion in 2017 HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201423
  24. 24. food trends Food is fuel for looking and feeling your best. Consumers are seeking the tools they need to create a balance of indulgence, convenience, and good-for-you foods that work for their bodies and lifestyle. •73% of consumers have switched to healthier versions of food items •68% of shoppers read food labels for ingredient information •24% of shoppers shop at Natural/Organic stores (e.g. Whole Foods, Trader Joe’s, Wild Oats)—the highest percentage since 2007 • Blenders, juice extractors, and citrus juicers are top-growing small kitchen appliance categories, reflecting consumers’ desire to get healthy Source: Shopping for Health 2014; NPD Group HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201424
  25. 25. Source: Nasdaq.com, 16 August 2013; Iconoculture food trendsCONSUMERS ARE DEVELOPING A NEW RELATIONSHIP WITH FOOD • Consuming fewer processed foods • Consuming less meat or no meat 80% of households eat meatless dinners at least occasionally • Growing and preserving their own food • Controlling food themselves Protein: protein market remains strong, with more than half of consumers looking for protein-rich products Gluten-free: Sales of gluten-free products are expected to reach $15.6 billion in 2016 • Proactively seeking non-industrial food – locally sourced, non-GMO, organic 15% increase in sales of products labeled ‘non-GMO’—Whole Foods’ president, A. C. Gallo. HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201425
  26. 26. food trends Source: Iconoculture; Modern Farmer (23 Jan, 2014); Cassandra Daily (23 Apr. 2014); Quirk’s Marketing Research Review 28(5):8 (May 2014); Iconoculture, Google Trends explore; IDEA Fitness Journal Feb ’14 Coconut Oil and “Real” fats: Health-conscious consumers alike are recalibrating their attitude toward natural fats. Prickly Pear Cactus: Prickly pear is high in vitamin C, antioxidants, and fiber and studies suggest it may help manage diabetes, and boost general health. Savory, Not Sweet Yogurt: Retailers are offering savory yogurt concoctions inspired by everything from Indian and Italian to pizza and Thai cuisines. The “Free-From” Trend: Consumers are purchasing products free from fat, sugar, salt, gluten, lactose, dairy, and/or nuts. Food manufacturers are responding to this trend by reformulating ingredient lists. DIY Granola: Home cooks are increasingly making savory granola to add textural crunch to foods, incorporate whole grains into their diets, and keep their sugar intake low. Nuts: Dairy milk (and soymilk) will take a backseat to nut milks such as almond, peanut and cashew. Raw innovators are producing raw-food ingredients such as oils, nuts and fruit juices for convenient use in recipes as well as excellent flavor enhancement and health benefits. HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201426
  27. 27. HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 I switched to an organic, vegan, non-GMO, gluten-free protein powder and use it to make pancakes, waffles, and shakes. “ ” I bought RAW Protein powder that made a huge difference in the way I feel and it is a great time saver when my schedule sometimes conflicts with being able to get my protein from foods. “ ” I bought coconut oil to incorporate in our diet and it has truly made an amazing effect on my skin, hair, and nails. As well, I feel healthier after eating foods made with coconut oil and I feel better that my family is eating healthier and feeling better. “ ” I bought a NutriBullet about 6 months ago—best decision I ever made! I am now getting more veggies and fruits in my diet, and it’s so easy! “ ” Source: Women’s Health/Prevention Reader Survey, August 2014 27
  28. 28. beauty sales Sales of beauty products are projected to reach $40 billion by 2018—a 9% growth from 2013 • Nail Color and Care +37% • Facial Skincare +7% • Facial Moisturizers +19% • Organic Beauty Products +74% Source: Based on Information Resources, Inc., InfoScan Reviews; US Census Bureau, Economic Census/Mintel, Estimated Growth through 2018 HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201428
  29. 29. beauty trends Organic beauty products are in demand due to changing lifestyles, raised awareness of ingredients and new products: • 32% of consumers prefer personal care products made with natural or organic ingredients • 30% of consumers sought organic skin care products followed by hair products and cosmetics Source: Beauty Packaging.com/Transparency Market Research; Iconoculture HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201429
  30. 30. beauty trends Source: Euromonitor; Iconoculture; GCI Magazine (Nov ‘13 issue); WH Editors Multi-Benefit Becomes Universal Beyond BB/CC creams, multi-benefit combinations have become ubiquitous within beauty, from foundations with anti-aging serums to nail polish with UV protection and anti-aging claims Social Beauty Stars and ‘Selfie’ Beauty Drives Innovation The rise of images as the key communication tool has increased the importance of picture-perfect skin. Innovation in 2014 will continue to be driven by a range of products that promise to smooth out imperfections, tighten pores and even out skin tone. Reclaimed Beauty The conversation around beauty is changing with more confidence, reality, grit and individuality balancing the self-doubt, perfection and sameness that we’ve seen for so long Hair Care Shift Claims and ingredients that are traditionally associated with skin care are now crossing over to hair care (i.e., hair vitality and anti-aging, strengthening fortifying) Skin Care Shift As boomers get older, consumers seek more powerful actives and results. Younger women are opting for advanced anti-agers at an earlier age. • 2 in 5 millennials using anti-aging products HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201430
  31. 31. HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 Found an organic anti-aging serum that was effective and reasonably priced! “ ” I bought a coconut based face scrub and my skin has cleared up and become so soft and I know it’s all natural so I’m not worrying about chemicals on my face. “ ” I enjoy buying natural and/or organic soap bars. They make my skin feel moisturized and I know that I’m putting good ingredients on my body. Plus, the scent variety is amazing! “ ” Source: Women’s Health/Prevention Reader Survey, August 2014 31
  32. 32. vitamins+supplements sales Source: Mintel; Mintel -Homeopathic and Herbal Remedies – US, Mar. 2013 ; NMI 2013 Nutritional Supplement / OTC / Rx Consumer Insight Market Opportunity Report Consumer-directed healthcare is taking hold, driving consumers to be more proactive with their health Homeopathic and herbal remedies: • U.S. sales of homeopathic and herbal remedies totaled $6.4 billion in 2012. Mintel forecasts sales will continue to climb, reaching $7.5 billion by 2017. Supplements/vitamins: • Sales will reach $13.9 billion by 2018—a 58% increase from 2008 • Use of nutritional supplements among American adults has increased to 73% in 2013 • Millennials are showing significantly increased engagement in the supplement market and report the highest increases in supplement use over the past several years HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201432
  33. 33. vitamins+supplements trends Source: Journal of Strength Conditioning Research 28(6): 1751-70 (June 2014); Gale Maleskey, MS, RD via Spry, Aug 2013 ;Journal of the International Society of Sports Nutrition 2014; Cornell Chronicle, March 2014 and Nutraceuticals World, April 2014 Vitamins in new forms: • Gummies and melts • Bubbly Powders or tablets • Super-absorbable • Vegan • Concentrated Mini-pills • Topical application HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 Emerging Supplements: • Maple and Birch waters: Contain minerals to boost immunity—predicted to be the next coconut water • Beta-alanine: Appears to increase resistance training performance allowing for greater gains • Phyllanthus amarus: Ayurvedic herbal remedy, with anti-inflammatory and antioxidant properties may help reduce muscle soreness after exercise 33
  34. 34. HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 Vitamin supplements have significantly helped improve my energy. “ ”Using a vitamin for flexibility in my knees and other joints. Helped me feel less pain and more energized while exercising. “ ” I found some vitamins I really love that remind me of the gummy vitamins I always used to steal from my kids! Now I finally remember to take vitamins every day! “ ” I love the gummy vitamins because they are easy to take instead of a pill“ ” Source: Women’s Health/Prevention Reader Survey, August 2014 34
  35. 35. the health+ wellness enthusiast who is she? 35
  36. 36. Source: GfK MRI Spring 2014. Print HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 health+ wellness enthusiast27+ million women who are INFLUENTIAL in the healthcare, physical fitness, healthy lifestyle, environmentally-friendly products, Rx, or dieting spaces. 36
  37. 37. she is intelligent+wealthy Median Age 45 Median HHI $76,521 Married 57% Graduated College+ 39% Kids in HH 43% 107 137 110 INDEX HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 Source: GfK MRI Spring 2014. Target: The Health Wellness Enthusiast, Base: Adults 37
  38. 38. trusted influentials INDEX 149 INDEX 142 Source: GfK MRI Spring 2014. Target: The Health Wellness Enthusiast, Base: Adults. I follow a strict skin-care routine “ ” When I find a food product I like, I typically recommend it to others “ ” INDEX 124 Vitamin supplements improve one’s health AND Herbal supplements are effective “ ” INDEX 135 I follow a regular exercise routine “ ” INDEX 135 I am always looking for new ways to live a healthier life “ ” HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 I am willing to pay more for a product that is environnmentally safe “ ”INDEX 139 38
  39. 39. Source: GfK MRI Spring 2014. Target: The Health Wellness Enthusiast, Base: Adults. Heavy Users/Upper Half Light Users/Lower Half Radio Newspaper TV she is a heavy internet + magazine user 91 97 116 HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 Internet 85 115 109 103 84 Keeps me informed, up-to-date Gives me good ideas A good source of learning Pure entertainment Keeps me up-to-date with the latest style and trends A good escape (Index) Magazine 88 112 39
  40. 40. Source: Women’s Health/Prevention Reader Survey, August 2014 • Methodology: Online survey fielded to opt-in readers from August 18-31, 2014 • 1,046 respondents HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 health+wellness enthusiasts from 40
  41. 41. Among the HEALTH + WELLNESS categories surveyed, Vitamins/Supplements, Healthy Food Beverages, and Healthy Beauty products rank among the top products purchased in the last 6 months. 82% Vitamins/Supplements 80% Healthy food and beverages 72% Healthy beauty products 53% Fitness apparel 30% Fitness accessories 25% Fitness equipment Q. PLEASE TELL US WHICH OF THE FOLLOWING HEALTH AND WELLNESS PRODUCTS YOU BOUGHT IN THE LAST 6 MONTHS. Source: Women’s Health/Prevention Reader Survey, August 2014 HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201441
  42. 42. higher frequency of shopping for healthy food/beverages and less frequency for fitness equipment+accessories Q. HOW OFTEN DO YOU SHOP FOR HEALTH + WELLNESS PRODUCTS? Healthy Food/Beverages Healthy Beauty Products Vitamins/Supplements Fitness Apparel Fitness Accessories Fitness Equipment Source: Women’s Health/Prevention Reader Survey, August 2014 1+ times per month Once every 2-3 months Less than Once every 3 months 96% 57% 40% 46% 42% 36% 24% 67% 71%21% 14% 11%32% 22% 9% 8% 3% 1% HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201442
  43. 43. Q. HOW DO YOU RESEARCH AND PURCHASE HEALTH AND WELLNESS PRODUCTS? (MULTIPLE ANSWERS) Source: Women’s Health/Prevention Reader Survey, August 2014 research online and buying in-store common with all categories except fitness equipment+accessories Healthy Food/beverages 81% 13% Health Beauty products 76% 39% Vitamins/Supplements 70% 32% Fitness Apparel 66% 37% Fitness Equipment 60% 59% Fitness Accessories 58% 58% Research online/ Buy In-store Research online/ Buy Online HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201443
  44. 44. HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 I bought a sand filled kettle bell…I was able to research Kettle bells online which is the first time I had heard about a non-metal kettle bell…I found it at a store near me. “ Finding it at a good price online and seeing reviews from other consumers on how they feel about the product. Then I can’t wait to purchase it myself if all the reviews are awesome. “ ” Felt well informed about buying coconut oil thanks in part to the salesperson at Whole Foods and research conducted online. “ ” Source: Women’s Health/Prevention Reader Survey, August 2014 ” 44
  45. 45. health + wellness consumers shop both brick and mortar, and online Q. WHAT BEST DESCRIBES THE WAY YOU SHOP FOR HEALTH + WELLNESS PRODUCTS? Source: Women’s Health/Prevention Reader Survey, August 2014 In Store Both Online Healthy Food/Beverages Vitamins/Supplements Fitness Apparel Healthy Beauty Products Fitness Equipment Fitness Accessories 90% 67% 67% 20% 25% 13% 14% 16% 9% 17% 61% 36% 31% 33% 32% 27% 41% 1% • Nearly all Food/Beverages purchases are In-Store • Fitness Accessories and Equipment purchases are more evenly split HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201445
  46. 46. Source: Women’s Health/Prevention Reader Survey, August 2014 Mass Retail Stores/Websites (i.e., Amazon.com, Walmart, Target, etc.) Specialty Stores/Websites (i.e., Sephora, Body Shop, etc.) Natural/Organic Grocery Stores/Websites (i.e. Whole Food, Trader Joe’s, etc) HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 Q. WHAT TYPES OF STORES/WEBSITES DO YOU VISIT TO SHOP FOR ...? TOP 2 RETAIL VENUES MASS RETAIL OTHER MASS RETAIL IS THE GO-TO PLACE FOR HEALTH + WELLNESS SHOPPERS. Healthy Food Beverages is the exception Fitness Accessories 80% 62% (Sporting Goods) Fitness Equipment 76% 62% (Sporting Goods) Healthy Beauty Products 70% 56% (Specialty) Fitness Apparel 66% 56% (Sporting Goods) Vitamins/Supplements 54% 44% (Drug Stores) Healthy Food/Beverages 64% 61% TRADITIONAL GROCERY NATURAL/ORGANIC GROCERY 46
  47. 47. Q. ARE THE PRODUCTS YOU BUY TYPICALLY IMPULSIVE OR PLANNED PURCHASES? Source: Women’s Health/Prevention Reader Survey, August 2014 Planned Impulsive Vitamins/Supplements Fitness Equipment Healthy Beauty Products Fitness Accessories Healthy Food/Beverages Fitness Apparel 97% 87% 17% 17% 13% 83% 83% 82% 18% 59% 41% health + wellness consumers plan their purchases 3% HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201447
  48. 48. Q. WHAT INFLUENCES YOUR PURCHASING DECISIONS FOR HEALTH + WELLNESS PRODUCTS? Source: Women’s Health/Prevention Reader Survey, August 2014 Magazine Articles 53% Friends/Family 44% Magazine Ads 32% Online Articles 37% In-Store Displays 18% Online Ads 15% Blogs 15% Social Media 13% TV Shows 8% Celebrities 4% Apps 3% TV Ads 13% health + wellness consumers most influenced by magazine articles and friends/family HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201448
  49. 49. shopping experience varies from in-store to online Source: Women’s Health/Prevention Reader Survey, August 2014 Q. THINKING ABOUT SHOPPING IN GENERAL, PLEASE SELECT 3 PHRASES FROM THE LIST BELOW THAT BEST DESCRIBE YOUR IN-STORE/ONLINE SHOPPING EXPERIENCE IN-STORE SHOPPING EXPERIENCE ONLINE SHOPPING EXPERIENCE HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 2014 33% Allows me access to coupon codes and discounts 30% Offers me a greater selection of merchandise, brands, styles, etc. 29% Fits my schedule 26% Saves me money 25% Is easy to find items to purchase 23% Is immediately gratifying upon purchase 21% Is where I make impulsive purchases 38% Offers me a greater selection of merchandise, brands, styles, etc. 36% I can easily compare prices across retailers 34% Saves me time 32% Fits my schedule 29% Is where I can find unique items 21% Saves me money 21% Allows me access to coupon codes and discounts 49
  50. 50. how do health + wellness consumers describe their purchase experiences... Source: Women’s Health/Prevention Reader Survey, August 2014 Q. WHAT 3 WORDS WOULD YOU USE TO DESCRIBE A MEMORABLE EXPERIENCE YOU HAD BUYING A HEALTH AND WELLNESS PRODUCT?  50
  51. 51. how do health + wellness consumers feel about their product purchases... Source: Women’s Health/Prevention Reader Survey, August 2014 Q . WHAT 3 WORDS DESCRIBE HOW USING THIS PRODUCT MAKES YOU FEEL? 51
  52. 52. key takeaways • Wellness is the next trillion dollar industry globally • Three Megatrends Driving Growth: “Well-thy” Wellness is the new black The Age of Agelessness Health Creep into multiple categories • Health + Wellness Enthusiasts are intelligent, wealthy and influential Heavy Magazine and Internet users They research online and buy in-store Their purchases are influenced by media as well as friends family Buying wellness products makes them feel “happy,” “healthy” and “excited” • Wellness is a way of life and a rich opportunity for brands HEALTH + WELLNESS BREAKFAST 2014 // OCTOBER 7, 201452

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