COLORADO SPRINGS — Health and wellness shoppers are of different breeds and no one demographic defines them.
This is just one of many insights revealed from a multi-year research project begun last year by the Global Market Development Center here.
The analysis from Phase I of the research is being made available today to GMDC members in a 180-page downloadable Master Report and companion Executive Summary accessible at GMDC.org.
The main objective of the research was to define health and wellness consumers and identify and present future retail sales opportunities across general merchandise, health, beauty and wellness categories. The study details consumers’ level of interest in buying health and wellness items, what health and wellness means to consumers, the top health and wellness categories, and products or services that consumers identify as most important.
Analysis from the research revealed today‘s health and wellness consumer is so mainstream that no particular demographic defines them — they are representative of all incomes, genders, educational backgrounds and ethnicities.
GMDC Director of Wellness Programs Chris Depetris notes, “Although each consumer‘s level of intensity and passion around health and wellness may differ, the common elements of their lifestyles are identifiable and understanding the trajectory of where these lifestyles will take them is imperative for recognizing future business opportunities for both retailers and suppliers.”
The Hartman Group, Bellevue, Wash., conducted Phase I of the research. Next month the research continues with Phase II and more quantitative analysis on 2,000 consumers in five regions.
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