'I Want It Now' - Americans Seeking Immediate Gratification in Health & Wellness

Harleysville, Pa. (July, 2005) The Natural Marketing Institute (NMI), the leading provider of strategic consulting, consumer insights and market research services within 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 the first in the series of NMI’s Top Ten Trends of 2005.

Trend #1: The Immediacy of Health and Wellness Escalates
The concept of immediacy and instant gratification has increased among the American population over the last few years. According to NMI Managing Partner Steve French, “The immediacy mindset of multiple industries, from technology connectedness to same-day furniture delivery to ‘reality/makeover’ television programming, has migrated to the health and wellness industry. Whether the subject is treating health issues, improving appearance, losing weight or other wellness-related desires for instant results, the trends are clear – American consumers want it now.”

This trend is exemplified in why consumers are maintaining a healthy lifestyle. More than 58% of Americans cite improving appearance (something that can be seen as soon as it occurs) as a factor – up almost 10% since 2001. The desire for immediate gratification is also demonstrated in the increase of consumers using prescription drugs. For instance, Americans treating high cholesterol with prescription drugs rose 21% from 2002, with many other increases across other classes of pharmaceuticals.

According to NMI’s Health and Wellness Trends Database™ (HWTD), many health issues including high cholesterol, asthma and acid reflux/heartburn have seen a decrease in terms of prevention (a gradual activity), with a respective increase in consumers currently managing/treating these issues or those using prescription drugs (an immediate activity). Using acid reflux/heartburn as an example, NMI found that:

Concern with preventing acid reflux/heartburn decreased 8% from 2002;
The percentage of consumers who are currently treating or managing this condition increased 4% from 2002;
10% more consumers are using prescription drugs than in 2002 for acid reflux/heartburn.

This indicates a pattern of consumers who are willing to go for the “quick fix” offered by such products as prescription drugs in the treatment of their conditions rather than focusing on changing their lifestyle over a period of time to solve their issue. “This immediacy trend drives many consumer behavior patterns related to seizing the day - not living for tomorrow. Furthermore, this affects consumer product acquisition patterns, leads to internalized prioritization conflicts, and has many other strategic marketplace impacts,” states French.

NMI’s Health & Wellness Trends Database™ can provide a wealth of data for companies in the health and wellness marketplace and to understand the motivations and behaviors of consumers. For more information on the HWTD, contact NMI or visit our website at http://www.nmisolutions.com/hwtd.html. Information is also available in NMI’s 2005 Health & Wellness Trends Report™. To review a table of contents or to order, please visit: http://www.nmisolutions.com/r_hwt_toc.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 trend 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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