Lifestage, Lifestyle Drive Women's Wellness Purchases

Lifestage, Lifestyle Drive Women's Wellness Purchases

BELLEVUE, Wash.--Women's wellness behaviors are driven not only by conditions of her lifestage (e.g., menopause) but by her lifestyle (e.g., as a nurturer), according to ethnographic fieldwork done by The Hartman Group. The firm found a consistent theme in that women of all lifestages and lifestyles resonate to "health" and "wellness." In its report, The Hartman Group noted, "Most women say they would like to live a 'healthier lifestyle' by purchasing 'healthier' foods (ranging anywhere from low cholesterol to unprocessed or organic), taking supplements, getting regular exercise and rest, and taking proactive and preventive measures for their family's and their own health and well being. The word 'wellness' tends to be equated with overall well being, which includes the mind, emotions and spirit. Women express their desires by selecting brands and products that are not only perceived as efficacious, educative and responsible, but that are uplifting, empowering and indulgent."

Ultimately, manufacturers who communicate these aspects of health and wellness may create a better relationship with these female consumers, the report concluded. The Hartman Group (www.hartman-group.com) offers a complete market research report about women's purchasing behavior, including brand and product usage.