April
21, 2008: by Manny Sabares, Senior Consultant
The Eight Major Health and Wellness Trends Today
As Health, Wellness and Sustainability in
the food sector continue to move into the mainstream, market research
firm Natural Marketing Institute (NMI) has identified eight major
trends and their countertrends that will drive these sectors.
The following are excerpts from NMI's presentation at the
Natural Product Expo West Tradeshow in Anaheim, California.
1. The Dual Society
The concept of a "Dual Society" is the overarching
theme in the health and wellness arena. Today we see a split across
many aspects of society such as income, education, the environment,
politics and even polarization in health behaviours and attitudes.
The healthiest group of U.S. consumers comprises
around 25% of the population, while just as many (23%) fall into
the "Eat, Drink and Be Merry" sector.
The countertrend is technology, the "Great
Societal Equalizer," including web-based initiatives, social
networks and social collaboration.
2. Generation Zzzzz
Generation Z represents consumers (20% of the population) that
have come to sleep less than 7 hours a night, surviving on caffeine-packed
energy drinks and sleeping pills.
The NMI survey shows that 80% do not have sufficient
energy to do all they want, and that 50% will seek healthy products
to prevent or treat a lack of energy, while 35% will seek products
that provide sustained energy.
The countertrend is the consumer segment seeking
relaxation tools through alternative medicine, meditation, reduced
schedules and simplified lifestyles.
3. Stop, I want
off!
This movement ranges from a reduction in working hours to a renewed
focus on "quality versus quantity", and even a rejection
of technology. Some are giving up dollars in recognition of the
"price-tag" for such a lifestyle.
The countertrends are people who continue to
embrace luxury, premiumization and 24/7 connectivity.
4. Giving is the
new taking
Volunteerism, activism and participation in the nonprofit sector
are growing rapidly as consumers discover the emotional rewards
of giving rather than taking.
Corporations now engage corporate social responsibility
to maintain brand allegiance, retain workforce, and manage stakeholders.
The countertrend is that premiumization continues
to evolve in strong contrast to a more values-based, philanthropic
culture.
5. Dr. Me
This trend reflects an increased interest by consumers to maintain
their health through independent actions. This is driven in part
by dissatisfaction with healthcare, increased advertising and
access to online health portals.
Consumers are finding new, non-traditional ways
to manage their health, including consumer directed health plans,
alternative medicine and preventative DNA testing.
However, the countertrend of obesity, diabetes
and heart disease are still on the rise.
6. The Culture of
Sustainability
Approximately 60% of Americans are increasingly concerned about
protecting the environment, while 43% are actually doing something
about it. These figures are high because this is an emotional
trend: it speaks to the future well-being of the family.
However, as consumers are becoming overwhelmed
with sustainability initiatives, a significant fall-out is expected
as consumers learn to discern its true meaning and impact.
7. The New Immunity
The rise in allergies and weakened immune systems is believed
to be the result of toxic home and work environments, as well
as a food supply manipulated by additives, genetic modification,
antibiotics, hormones and herbicides. These concerns are driving
growth in organic foods and allergy-free alternatives.
The countertrend is that immunity issues are
still increasing and peoples' health is still being compromised.
8. Golden Opportunities
Baby boomers present a growing opportunity for the food industry
as this group is experiencing an unprecedented level of autonomy,
choice and lifestyle participation. They currently make up 26%
of the population, and have 70% of the nation's net worth.
The countertrend is that the issues of loss
of independence, control and even financial resources represent
profound social consequences.
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