health-and-wellness-in-america-the-consumer-perspective.pdf

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1、+HEALTH&WELLNESSINAMERICAAUGUST2014+1PART1:THECONSUMERPERSPECTIVEHEALTH&WELLNESSINAMERICA2014+HEALTH&WELLNESSINAMERICA2014PART1.THECONSUMERPERSPECTIVEBySherryFrey,VicePresident,NielsenPerishablesGroupandSteveFrench,ManagingPartner,NaturalMarketingInstitute(NMI)READER’SNOTEGiventheongoingimportanceof

2、healthandwellnessasaprevailingconsumerforce,NielsenandNaturalMarketingInstitute(NMI)arecollaboratingtouncoverthemajorfoodandbeveragetrendsinfluencingthisburgeoningmarketplace.TheresultistheNielsen/NMIHealth&WellnessinAmericaseries,athree-partreportcoveringtheever-expandinghealthandwellnesssector.Eac

3、hwhitepaperintheseriesaddressesadifferentperspectiveonhealthandwellness:PART1PART2PART3THECONSUMERTHETRENDSANDPERSPECTIVEMARKETPLACEOPPORTUNITIESAprofileofthehealthAsnapshotoftheAlookatspecifictrendsandwellnessconsumergrowinganddynamicformanufacturersandincludingadetailedhealthandwellnessretailersto

4、capitalizeonsegmentationanalysis,marketincludingsize,andrecommendationsalookatconsumerpotential,growthratesforthosebusinesseshealthaspirations,andretailtrendsdrivingthatwanttoengagepurchasebehaviorandexpansion.consumerstoactivateopportunisticmarketingagainstemerginghealthstrategies.andwellnesstrends

5、.2HEALTH&WELLNESSINAMERICA2014+ADDRESSINGKEYQUESTIONS•Whatunmetneedsdoconsumershaveabouthealthandwellnessandhowdotheyimpacttheirbuyinghabits?•Consumerssaytheywanttobehealthy,butdotheyfollowthroughontheirknowledgeandwellnessaspirations?•Doconsumerslookatfoodandbeveragesbasedonthepromotionofpositiveso

6、rtheabsenceofnegativestoachievewellness?•Areallconsumersthesame?Whathealthandwellnessmarketingstrategiesandapproachesworkbestforspecificconsumersegments?KEYFINDINGS•Consumersaspiretobetterhealthandhealthiereating,buthalfadmitthathealthyeatingisachallenge,especiallyinthefaceofrisingfoodcosts.•Thedesi

7、retoachieveanimprovedqualityoflifedrivesconsumerstopursuespecifichealthandwellnessbehaviors,suchasconsuminghealthyfoodsorreadingpackagelabels.•Consumersegmentationisvitaltounderstandingthehealthandwel