'Do As I Say, Not As I Do' Latest Trend in Health & Wellness

Harleysville, Pa. (November 2005) The Natural Marketing Institute (NMI), the leading provider of strategic consulting, consumer insights and market research services across various health and wellness industries, today expanded on one of the trends it has identified as having a significant impact on the health and wellness marketplace. This trend is ninth in the series of NMI’s Top Ten Trends of 2005.

Trend #9: Reality Gaps Between What Consumers Say and What They Do
NMI’s 2004 Health & Wellness Trends Survey found an increasing gap between consumer attitudes (what they say) and behavior (what they actually do). Whether related to multi-vitamins, overall diet regimens, exercise patterns, environmental products, or basic nutrition intake, significant industry opportunities exist to transfer these heightened consumer attitudes into product usage.

According to NMI Managing Partner Steve French, “The difference between attitudes and behaviors indicates a continuing struggle for consumers to fully integrate health and wellness measures into their lives. While 86% of consumers believe there is a definite connection between diet and health, less than 50% select foods based on nutrition. And 45% admit that they know they should eat healthier, but don’t.”

This attitudinal/behavioral challenge extends beyond diet; 70% of consumers say that taking a vitamin, mineral, or dietary supplement every day is important. However, only 60% use a multi-vitamin with any frequency, and only half of users use them on a daily basis. Promoting compliance in daily usage among existing users could increase supplement sales considerably.

Although some consumers remain confused, two trends show promise:

  • Down from 36% in 2002, only 29% are overwhelmed about the nutritional characteristics of the foods and beverages they consume,
  • Down from 26% in 2002, only 16% are overwhelmed about the nutritional characteristics of the dietary supplements they use.
NMI’s 2005 Health & Wellness Trends Report TM (HWTR) contains information on attitudes toward nutrition; environmental and social health factors; health-related ingredients; dietary supplements and much more. To review a table of contents or to order the report, please visit the NMI website at: http://www.nmisolutions.com/r_hwt_toc.html.

NMI’s Health & Wellness Trends DatabaseTM (HWTD) and other proprietary data sources, can provide a wealth of insight for companies in the health and wellness marketplace. For more information on the HWTD, or NMI’s other consumer databases, contact NMI or visit our website at http://www.nmisolutions.com/tools.html.


NMI is a strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. For more information on NMI’s research reports, proprietary databases and other services, visit NMI’s web site at www.NMIsolutions.com.

Nancy White
215.513.7300 ext. 225
[email protected]

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