19 th Annual Health & Wellness in America
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1 19 th Annual Health & Wellness in America 2017 NMI Consumer Trends Tracker study A comprehensive consumer research study of consumer attitudes and behaviors related to diet, nutrition, general health and wellness Participation Opportunities 1
2 Give Your Brand The Advantage In The Growing Market For Health And Vitality! Consumers are actively taking control of their health as evidenced in The continued growth of personal responsibility toward health The desire for nutrition is increasingly impacting eating behaviors Alternatives as customized health solutions are taking hold in new ways The proliferation of healthy products and practices which are mainstreaming Control can come from eating healthy and seeking new ways to improve the quality of life Consumers feel eating healthy helps them feel in control of their life Believe healthy foods and beverages can be used to improve the quality of their life They re looking for new ways to manage health issues and improve overall vitality Today s healthy marketplace abounds with opportunities New Emerging Ingredients - New Benefits - New Product Platforms Tap into the market leaders who lead the search for new ingredients and health benefits Understand the health curve timing and motivations of mainstream consumer segments New opportunities abound as consumers continue to deal with aging and science provides new solutions 2
3 Companies Need Consumer Insight Into Health & Wellness To Respond With Strategic Decisions Who the health & wellness consumers really are How they interact with your brand The role of natural, organic, functional products What are consumers unmet wellness needs What benefits/attributes are driving behavior Where consumers go for health-related information 3
4 Leverage NMI s 19 th Annual Survey for Your Brand Insight Identify your brand/category users with NMI s comprehensive health data and segmentations Since 1999, the most comprehensive data available on health and wellness 63,000+ consumers in the database Nationally representative sample (n=3000+), U. S. adult population, statistically valid at 95% confidence level to +/- 1.2% The Health & Wellness Trends Database Summary Content & Scope Health and Lifestyle Focus Food/Beverage Supplements Ingredients Health Conditions Nutrition Health Management Weight Management Exercise Healthy lifestyle drivers Attitudes and behavior toward diet, nutrition, exercise, health management Association of ingredients with specific health benefits Usage patterns across foods, supplements, healthcare Shopping Behavior Brands, influence and media Lifestyle and demographics 4
5 The Health & Wellness Trends Database Summary Content & Scope Drivers/Behaviors Healthy lifestyle drivers Attitudinal statements & behaviors diet, nutrition, supplements, exercise Awareness of terminology Ingredients - health benefits, avoidance vs. fortification Health conditions preventing, managing/treating HWTD Usage Patterns 42 general products & services ~120 specific categories Entry reasons, duration, frequency Spending patterns Economic changes Shopper/Diner Insights Shopping patterns across 20+ channels Shopping at 70+ specific stores/chains Dining at specific restaurants Brands, Influence & Media Usage across 70+ specific food, beverage, VMHS brands Brand influence/preference 25+ sources of influence Lifestyle activities Demographics 5
6 NMI s Health & Wellness Consumer Segmentation Reveals A Variety Of Opportunities Across The U.S. Population WELL BEINGS : 20% Most health proactive Influencers Highest organic usage Use some supplements Use many health modalities Most Green Market Leaders FOOD ACTIVES : 17% Mainstream healthy Basics, balance and control Desire inherently healthy foods Take variety of supplements Least eco-friendly Most price driven MAGIC BULLETS : 21% Lack commitment to healthy lifestyle Skew Boomer/Senior, lower income Health managers vs. preventers Weight managers Least likely to exercise Healthy Mainstream FENCE SITTERS : 24% Wannabe healthy Most likely to have kids Stressed out, want help and control More health kicks but no clear goals Eco-friendly Active weight loss EAT, DRINK & BE MERRYS : 18% Least health active Unconcerned about prevention Choose taste over health Younger Least likely to be PGS 2015 General Population Clients leverage this tool optimizing their target messages as well as identifying primary and secondary targets 6
7 NMI s Health & Wellness Trends Database Can Be Used in a Variety of Applications Customized Analysis across any of the following: Consumer Target Profiling Consumer Segmentation Market sizing Market trending across 100 s of healthy categories Trending on consumer attitudes and behaviors Product/Category Usage White Space Analysis Health/Medical Conditions Lifestyle & Topical Interests Shopper Insights 1000 s of Others 7
8 Pick the Options You Need for Your Business 1. Proprietary/custom survey questions Space reserved on a first come basis Overlay your custom segmentation 2. NMI custom analysis Analysis of proprietary content with focus on your business implications and strategy utilization of any groups from NMI core or your proprietary content Access to NMI s core trends report 3. Custom data tables Across all sponsor-proprietary and NMI core questions Includes general population, the 5 NMI segments, and custom banner points of sponsor s choice 4. Executive presentation and consulting session All deliverables are customized to meet your business needs Your NMI account representative can provide cost options to meet your budget needs 8
9 2017 U.S. Health and Wellness Trends Tracker Timetable Participation Deadline May 15, 2017 Questions Due: May 2017 Tracker Study in the Field: June & July 2017 Deliverables Available: September thru December 2017 DON T miss out on this opportunity to validate and support your 2017 and 2018 marketing campaigns! Profile your Brand users, quantify the market Enhance your trade presentations with updated/valuable insights Customize your consumer campaign positioning and messaging Stay ahead of the trends Empower your organization! 9
10 For more information contact your NMI rep or Maryellen Molyneaux, Managing Partner, NMI Phone: , ext. 204 All materials herein are by NMI. All rights reserved. Reproduction, publication (internal and/or external), transmission, or other use of any of the within materials, including but not limited to graphics, data, and/or text, for any commercial or non-commercial purposes, is strictly prohibited without the prior express written permission of Natural Marketing Institute. 10
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