Shoppers Spend More on Wellness

BELLEVUE, Wash.Shoppers have become more inclined to spend money on products aimed at wellness," especially if those goods are fresh, according to a new consumer report. Since 2005, spending on wellness products shows an upward trend with the average household spending $148.48 per month (or 19 percent of all monthly spending) on categories that have a wellness halo.

The new report by The Hartman Group, Reimagining Health + Wellness 2010,"  found more than half of all consumers (54 percent) say they have recently changed their views on health and wellness. Younger consumers, for example, cite stress (51percent) and energy levels (47percent) as triggers for changing their views on health and wellness. The report also found consumers are practical and seeking more flexible, simple ways of incorporating wellness into everyday life, and view indulgence and pleasure as essential to wellbeing.

Increased spending on products beneath a wellness umbrella, particularly in fresh-food categories, reflects what we have been witnessing for more than a decade now," said Laurie Demeritt, Hartman Group president and COO. Consumer understanding of Wellness has moved away from traditional notions of condition treatment and disease prevention, and toward attaining a better quality of life. They are looking for products and services that help them meet their wellness goals and aspirations. With virtually all consumers involved in wellness on some level, this represents tremendous opportunities for CPG manufacturers and retailers."

This most recent report aligns with previous Hartman Group Wellness Lifestyle Insights reports that pointed to health and wellness no longer being a niche market dominated by a small group of consumers. Consumers across the full spectrum of involvement in wellness can now, at least aspirationally, articulate quality of life as the meaning of wellness.

Reimagining Health + Wellness 2010" is a comprehensive exploration of consumer and shopper health and wellness perceptions, behaviors and trends in the marketplace. The report is based on new integrated qualitative ethnography and quantitative research and analysis of more than 20 years consumer information and tracking. Qualitative ethnographies were fielded in four major U.S. markets. More than 2,700 U.S. adult consumers participated in the online survey.

The Hartman Group blends customized primary qualitative, quantitative and trends research with an analysis to understand the subtle complexities into how consumers live, shop and use brands, products and services.