NMI Trends: Wellness Products Gain Distribution, Enhancing Convenience

As the market for wellness products matures, consumers find these products available in an increasing variety of channels.

Harleysville, Pa. (September 14, 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 eighth in the series of “NMI’s Top 10 Trends of 2004.”

Trend #8: Convenience and Availability Migrate Across Channels
According to trends culled from NMI’s most recent data, consumers are seeking (and finding) the wellness products they have integrated into their lives from a widening array of sources. Just over 38 percent of consumers reported that they shop for healthy and natural products at a warehouse or club store, up from 25 percent in 2001. Nearly 17 percent of consumers indicated that they purchase these products over the Internet – up from just over six percent in 2001. Additionally, consumers are seeking to integrate health and wellness products in a number of ways. Sixty four percent of consumers stated that they try to maintain the same healthy eating standards when eating away from home. Furthermore, nearly 43 percent of consumers responded that they would eat more fast food products if they were available in healthier versions.

“As consumers adopt wellness-related products and practices into their lifestyles, they expect to be able to fully integrate with their lifestyles including where they shop for these products,” said Maryellen Molyneaux, NMI President. “Consumers want to find health and wellness products where they shop regularly, and choose organic, low carb, or vegetarian options, for example, in their favorite restaurants or convenience stores.” Molyneaux points out that, while the trend represents an obvious opportunity for increased distribution, it also exposes manufacturers and retailers to increased consumer scrutiny. “Health and wellness consumers are discerning shoppers, and as such, they want to know how the products they use are made and what corporate/social/health initiatives the manufacturer and/or retailer truly support. In other words, don’t just give lip-service to healthy marketing communications and product introductions, stand behind it in everything you do,” said Molyneaux.

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 more than 15,000 U.S. consumer households. The databases are nationally projectable to the general population and statistically valid to +/-2%.


NMI is a strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. This release is one in a series of eleven articulating NMI’s Top 10 Trends of 2004. For more information, or to read the other releases in the series, visit the press section of NMI’s Web site at www.NMIsolutions.com/news.html.

The Natural Marketing Institute

Joe Marra
Email Address: [email protected]
Telephone: 215.513.7300 ext. 222

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