Consumers Adopt a Broader View of Wellness

Traditional health and wellness categories, once concentrated in consumables, expand to new industries as consumers seek healthier alternatives

Harleysville, Pa. (February 25, 2004) – The Natural Marketing Institute (NMI), the leading provider of strategic consulting and market research services within the health, wellness, and sustainability industries, today expanded on one of the trends it has identified as having a significant effect on the health and wellness marketplace. This trend is the third in the series of “NMI’s Top 10 Trends of 2004.”

Trend #3: "Wellness" Transfers To Multiple, Non-Traditional Industries
Consumer demand has driven the growth of health and wellness products in the food, beverage, supplement and personal care segments. Now, NMI notes that consumers are increasingly seeking healthy qualities in the products and services once considered not directly associated to health. “Consumers are manifesting their drivers of usage across many consumable products, and transferring relevant and specific wellness benefits to a range of other industries, products, and services,” said Steve French, NMI Managing Partner.

For example, consumer interest in renewable energy is as much about reducing the personal health impacts of pollution as it is about cleaning up the environment. NMI’s LOHAS (Lifestyles Of Health And Sustainability) Consumer Trends Database™ shows that 64 percent of the American population cites “environmentally friendly” as an important attribute for their energy source, while 61 percent of the general population cites “low impact on human health.” Similarly, consumer purchases of home improvement products - previously chosen solely on the basis of functionality and appearance - are now also driven by various health and environmental concerns. “Non-toxic” is an important attribute for 49 percent of the general population and “low fumes” is important to 38 percent when purchasing building products.

These trends are evident across many other industries including financial investing, tourism, media, appliances, electronics, transportation, and numerous others.

NMI's Top Trends of 2004 are the result of the company’s annual Health and Wellness Trends Database™ and LOHAS Consumer Trends Database™ research projects, based on research studies from over 15,000 U.S. consumer households. The databases are nationally projectable to the general population and statistically valid to +/-2%.

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