Key Health and Wellness Drivers
Nine macro-level trends are influencing consumers’
attitudes, motivations and behavior—and they’re
happening so rapidly that even retailers and
manufacturers who are adapting in real time risk being
left behind. Understanding these trends and their
impact on the future of health and wellness is
important for any business that wants to shape the
future and remain profitable.
Understanding the Marketplace
Knowing who the health and wellness customer is, as well as the trends driving
the growth of the category, is key to becoming successful in the space.
read product labels to
make healthier choices.
have seen a doctor
at least once.
shop local for
Americans are shifting from healthcare
to self-care as a result of rising costs.
consumers are using vitamins and
supplements to enhance their wellness.
Consumers are exercising
three days a week on average.
1 IN 2
8 IN 10
phones to search
for health and
Are trying to
➔ HEALTHY HOME
Focuses on clean labels and on organic fruit and
vegetables, stays gluten-conscious, and looks for items
that help make meals faster and fresher.
➔ HEALTHY WORKPLACE
Reduces snacking at work, keeps healthy food at the
desk, takes the stairs instead of the elevator, takes a
yoga class on lunch hour.
➔ HEALTHY SCHOOL
Buys only healthy snacks and has eliminated products
containing high-fructose corn syrup.
➔ HEALTHY LIFESTYLE
Plans family vacations that include activities such as
hiking, wears a FitBit, schedules wellness visits for the
family, and limits the number of eating-out occasions
in favor of eating at home more often.
in stores and
can spend less
to their health
—Jeff Rehling, GMDC
Who Is Today’s Health
and Wellness Consumer?
The consumer at home, at work, at school and at play is
at the heart of the health and wellness movement—and
that consumer’s commitment to living a healthier life is
changing his/her behavior inside the store. What follows is
a look at a typical health and wellness shopper’s behavior: