Wellness Attitudes: One Size Doesn't Fit All
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American consumers tend to approach wellness in a variety of ways. SHS FoodThink examined 7 wellness philosophies that range from Holistic to Not Right Now. Not all consumers respond to the same messaging. Marketers can target their approach by speaking to the right segments and knowing their motivators. For more information visit http://www.shsfoodthink.com
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Wellness Attitudes: One Size Doesn't Fit All
- 1. All data sourced from “Our Plight to Eat Right, “Sullivan Higdon & Sink FoodThink, 2014. The study was built on research from nearly 2,004 U.S. consumers. DOWNLOAD OUR LATEST WHITE PAPER TODAY Many consumers try to eat healthy, with varying degrees of commitment (and success). Wellness Commitment Fluctuates, Falters Consumers tend to approach wellness in a variety of ways – seven, actually. We’ve All Got Our Philosophies HOLISTIC 7% REFORMER 8% MODERATE MAINTENANCE 23% DO IT MY WAY I AM WHO I AM NOT RIGHT NOW HEALTHY NOT SO HEALTHY IN IT TO WIN IT 7% 34% 15% 4% When it comes to wellness, moderation and self motivation is key to many. Moderation Matters The 5 C’s Impeding Healthy Eating COST 62% CHANGE IS HARD 46% CORPORATE PERCEPTIONS 41% CAN’T COOK 17% Not all consumers respond to the same messaging. Target your approach by speaking their language and knowing their motivators. Know Your Audience Infographic created by: CONVENIENCE 47% 32% 44% 24% Committed to Health Not So Committed to Health In the Middle I stay healthy because it’s fun. I play sports and stay active for the social aspect. I enjoy setting goals and looking good. Segments: Hispanic Parents Organic Men Millennials High income Motivators: Social influence Enjoy being active Setting good example for kids IN IT TO WIN IT Healthy living is a way of life. My body is a temple, so I exercise regularly and eat healthy, natural foods. Segments: Organic Good cooks Pre-Boomers High income Motivators: Physical strength Enjoy being active Setting good example for kids Higher energy level HO LISTIC APPROA CH I try to live healthy, but I don’t follow a particular diet. I just do what works for me. Segments: Pre-Boomers Motivators: Enjoy being active Overall well-being DO IT MY WAY I don’t worry about exercise or eating right. I have other things to worry about, so I just try to get through the day. Segments: Bad cooks Unemployed Men Low income Motivators: None I AM WHO I AM Segments: Single Bad cooks Low income Motivators: None Social influence NOT RIGHT NOW Health isn’t really a priority. I occasionally exercise, and at some point, I’ll start eating healthier. Segments: Organic High income Parents Gen-Xers Women Motivators: Weight loss Social influence Physical appearance Setting good example for kids THE REFORMERI frequently diet and seek help managing my health. Sometimes I relapse, but then I jump back on a diet. I just try to maintain my weight and eat a fairly healthy diet. Segments: Pre-Boomers MODE RATE MAINTEN ANCE Motivators: Maintaining healthy weight Prevent illness and disease MODERATE NOT SO HEALTHY CONSUMER SEGMENT MOTIVATORS SUGGESTED MESSAGES Being active Having energy Gives energy to keep you going Overall well-being Maintain weight Part of a balanced diet and a better lifestyle Social influence Convenience and ease Healthy eats made easy HEALTHY WELLNESS ATTITUDES: DOESN’T FIT ALL ONE SIZE