Accelerating Health Innovation™

Health and wellness as preventive medicine

Part of the Food Business News' health and wellness special report [see also Alerts 28800, 28802), this article cites data from several sources on consumers' perceptions and views on health and wellness. In its "Wellness Lifestyle Insights 2007" study, Hartman Group noted a shift in consumers’ concept of "the good life" from purely monetary issues to "a more holistic view" that involves health and wellness. Health-Focus International noted a trend for consumers to be increasingly aware of ways they can shape their own environment and an interest in working to control their destinies. Those in the 18-29 age group are said to be "extremely interested in specific areas of health and wellness." Those include sustainability, organics and private label. The HealthFocus Trend Report noted increased fiber and omega-3 fatty acid intake over the past two years and reductions in sugar, salt, additives and preservatives. Harry Balzer of NPD Group points out that an earlier generation had the goal of "subtracting" bad things from the diet. Now "healthy eating is more a matter of addition and subtraction." NPD reports since 1990, there has been a 10% drop in the number of adults on a diet and an increase in the percentage of those eating more healthy foods. Though diets for men and women are still a big market, "they are not growing trends," Balzer said. A section discussing Nielsen data divides households into groupings that are "very engaged" in health and wellness, moderately engaged and less engaged. They make up 23%, 47% and 30% of consumers, respectively. The article also cites Mintel data showing growth in fair trade products and mentions the National Marketing Institute’s "All Things Organic" trade show in Chicago in April. The Hartman Group says the definition of health and wellness could change in the future, with wellness possibly becoming "the necessary condition for fulfillment." The article includes a bar graph showing per cent of individuals eating products with various attributes (i.e. low-fat, whole-grain, fortified, etc.) at least once in two weeks.

Milling & Baking News' Food Business News
6/24/2008