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HEALTH + WELLNESS DEEP DIVE A BEST PRACTICES REPORT ON WAYS TO ACTIVATE MESSAGING AND
COMMUNICATIONS WITHIN THE WORLD OF WELLNESS
SYNDICATED REPORT FALL 2011
www.hartman-group.com
The Hartman Group series of health and wellness syndicated studies is the
longest running consumer-centric study of the U.S. wellness marketplace and
provides current, comprehensive insight into underlying motivations and
behaviors for how and why consumers live, shop and use brands, products
and services in the health and wellness space.
Health + Wellness Deep Dive 2011 builds on the rich insights and implications
uncovered in rom our 2010 Reimagining Health + Wellness report and is an
exploration into the key dimensions of consumption in the World of Wellness.
Health + Wellness Deep Dive report provides comprehensive “best practices”
from which to activate health and wellness messaging and communications.
Hartman Group research continues to show that consumer interest in
pursuing healthier lifestyles and a higher quality of wellbeing is on the
increase: As documented here in our 2011 Health and Wellness Deep Dive,
consumers increasingly understand wellness to be a “positive” proposition
rather than a “perfunctory” one. Thus, observed as a powerful on-going
trend, we are witnessing a cultural shift from “health” toward “quality of life.”
We find that consumers are increasingly thinking and talking about wellness
in terms of “quality of life” where non-physical notions of well-being (mental,
emotional, and spiritual) are just as important as physical well-being. Quality
of life accommodates variation in individual desires, needs, lifestyles and
goals and illuminates the role of indulgence and pleasure as essential
components of wellness.
Along with concepts linking to quality, other "dimensions of consumption" (a
term created by The Hartman Group in the development of the World Model
15 years ago), drive the values that inform consumer behavior in the World of
Health and Wellness (H+W) and include Price, Convenience, Brand,
Experience, Expert Opinion, Fun/Enjoyment, Knowledge, Authenticity, and
Sustainability.
With all consumers participating in H+W lifestyles, we see great opportunity
ahead for manufacturers, retailers and foodservice providers to strengthen
H+W halo's and drive sales growth by effectively executing programs and
tailoring messages that relate key H+W Dimensions of Consumption to the
type of H+W consumer their brand speaks to.
Where do consumers
place your brand in the
World of Wellness?
HEALTH + WELLNESS DEEP DIVE SYNDICATED REPORT FALL 2011
www.hartman-group.com
METHODOLOGY Integrated qualitative ethnography and quantitative online survey. Qualitative fielding in two major US markets: Atlanta and Seattle. Methods used: Ethnographic interviews and Social Network Party group interviews. In these interviews we conducted home visits, shop n’ talk store visits (for one-on-ones), homework, and exercises related to health and wellness in order to clarify and explore survey findings regarding consumer-centric language and meanings around the topic across several categories. Quantitative online survey: nationally representative sample of 1,713 U.S. consumers 18-74 years of age to quantify and analyze trends, with topics including, but not limited to:
Dimensions of consumption The meaning of H+W Information sources used Channels used for wellness products Labeling, claims and call-outs
Fielding was completed August 2011.
TABLE OF CONTENTS
1. Introduction and Executive Summary
2. The World of Wellness In this section we introduce the Hartman Group World Model and explain the meaning of Wellness for consumers
3. Communicating Dimensions of Consumption In this section we define and explain the Dimensions of Consumption in the World of H+W and outline Best Practices for
executing on each at the product and retail levels, accompanied by best in-class examples Dimensions tend to cluster to form the defining characteristics of H+W consumer segments
4. Communicating H+W in Product Categories In this section we provide the key qualitative and quantitative consumer insights regarding product attributes and messaging
(e.g., certifications and labeling) and provide Best Practices for executing on key product and brand elements with best in-class examples. Three product categories are explored:
Food & Beverage Personal Care OTC/VMHS
5. Communicating H+W at Retail In this section we provide the key qualitative and quantitative consumer insights regarding health attributes, specialist services,
and nutritional programs at retail. Three retail channels are explored: Food stores Drug stores Mass/Discount stores
Best Practices for executing on key retail elements are provided with specific recommendations for each one
6. Communicating H+W in Food Service
7. Information Sources and Social Media
8. Conclusion
HEALTH + WELLNESS DEEP DIVE SYNDICATED REPORT FALL 2011
www.hartman-group.com
HEALTH + WELLNESS DEEP DIVE SYNDICATED REPORT FALL 2011
www.hartman-group.com
Where Do Consumers Place Your Brand?
Results are in. One aspect of the Health + Wellness Deep Dive measures consumer perceptions of select brands and companies
in three key areas: Health and Wellness halo, product quality and likelihood to purchase. Perceptual mapping is provided for
three segments: food and beverage CPG companies, food services / restaurants, and food retailers. Findings are presented in
two complementary ways: charts — plots each brand’s Purchase Likelihood (represented by marker size and color) against its
H+W and Quality ratings, and tables — for each of three rating types, compares the distribution of positive ratings across Core,
Mid-level and Periphery consumer segments.
Marker size/shade indicates Purchase Likelihood: Dark blue (greatest), Medium blue (mid-range), Light blue (least).
* H+W Assessment = % of respondents rating company as meeting most (or more) of their health and wellness needs.
** Quality Assessment = % of respondents rating company as “high” or “superior” quality.
A LOOK INSIDE Sample pages from inside the report
REPORT DELIVERABLE Highly visual presentation of study findings, analysis and insights across 181 pages in PowerPoint format. Report package includes a set of data tables by standard demographic banners in Excel format.
Report Features
One of the more inspiring aspects of the report is best practices sections for each of the categories including in the research that shows how to communicate wellness by leveraging the Dimensions of Consumption within the World of Wellness. Dimensions refer to the values that inform consumer behavior in the World of Wellness (price, convenience, brand, expert opinion and so on).
Throughout the highly visual report, charts, images, tables and language maps are used to convey findings, insights and implications as well as provide practical “best practices” examples.
We use our proprietary framework—Hartman World Model—to look at how consumers differ, from the Core to the Periphery, for each of the dimensions within the World of Wellness.
HEALTH + WELLNESS DEEP DIVE SYNDICATED REPORT FALL 2011
www.hartman-group.com
EXECUTIVE SUMMARY
As we've seen indications of in our earlier studies in health and wellness, consumers increasingly understand
wellness to be a “positive” proposition rather than a “perfunctory” one. We are witnessing a cultural shift
from “health” toward “quality of life.”
Consumers are increasingly thinking and talking about wellness in terms of “quality of life” where non-
physical notions of well-being (mental, emotional, and spiritual) are just as important as physical well-being.
Quality of life accommodates variation in individual desires, needs, lifestyles and goals and illuminates the
role of indulgence and pleasure as essential components of wellness.
The World of Health + Wellness (H+W), Wellness Definitions and Wellness Diffusion
All consumers participate in the World of Wellness, behaviorally and aspirationally. Consumers’ orientation
toward Health + Wellness (H+W) manifests itself in “worlds of activity.” How that orientation plays out
depends upon the arena of activity that a person is involved in. The intensity of involvement within that
world is not dependent upon demographic variables. Core (13%) consumers are the smallest
segment and most intensely involved - they are early adopters, trendsetters, evangelists. The Mid-
level (62%) is the majority of consumers and not as intensely involved with or committed as Core
consumers though they exhibit some attitudinal and behavioral characteristics of the Core. The
Periphery (25%) is where consumers least involved in Wellness reside.
Core health and wellness consumers are shifting from a more disciplined adherence to wellness
principles, to a pragmatic, balanced approach to wellness. Periphery consumers’ articulation of
wellness is becoming more sophisticated and reflective of traditionally Core notions of Wellness,
although their actual participation is not nearly as intense. It is the movement from ideal to actual
behavior that truly distinguishes the various health and wellness consumer segments from one
another, even if their language around the notion of wellness is similar. The fact that the Periphery
is coming to possess a more encompassing view of Wellness is evidence of the cultural diffusion
from the Core: Core concepts of health and wellness are trickling steadily into the mainstream.
H+W Dimensions of Consumption
H+W Dimensions of Consumption describe the values that inform consumer behavior in the World of H+W
and include price, convenience, brand, experience, expert opinion, fun and enjoyment, knowledge,
authenticity, sustainability and quality. The influence of certain dimensions on consumer behavior depends
on where they are situated in the World of H+W. Periphery consumers, for example, are far more likely to be
price sensitive, while Core consumers more likely to consider sustainability in purchases. Key findings
include:
Fun and Enjoyment: Fun and enjoyment represent a departure from an overly rational approach to
H+W where H+W is less about work and restraint and more about sophisticated indulgence. This
dimension is most important when consumer action (e.g., exercise, change in diet) is perceived to be
difficult, unpleasant, time consuming or requires self-discipline.
Authenticity: Authenticity refers to the truthfulness or sincerity regarding the origins, benefits,
commitments, and intentions of H+W products and services.
HEALTH + WELLNESS DEEP DIVE SYNDICATED REPORT FALL 2011
www.hartman-group.com
Core concepts of health
and wellness are
trickling steadily into the
mainstream
EXECUTIVE SUMMARY (continued)
Sustainability: Relates to the importance given to environmental, social and economic impacts of
production, distribution and consumption of consumer goods and services. Core consumers are the
most heavily influenced due to the holistic perspective they possess in which personal H+W goals
intersect with broader notions of well-being (e.g., in the body, on the body, around the body).
Quality: Relates to the range, depth, and level of sophistication with which consumers evaluate H+W
products and services. Evaluations of quality often increase as one moves from Periphery to Core.
Distinct clusters of Dimension of Consumption values work together in each H+W consumer segment to
drive behavior in the World of H+W. In the Core: Authenticity, Sustainability, and Knowledge predominate.
Behaviors include intense scrutiny of brands and their claims; pride in possessing the latest H+W
information; deep commitment to H+W in terms of time and money; holistic approach to H+W. In the Mid-
level: Experience, Expert Opinion, and Fun and Enjoyment predominate. Behaviors include increasing
personal knowledge through mainstream information sources; experimentation with H+W
products, services and brands; looking for balance between fun and discipline; Mixing traditional
and newer H+W-related alternative brands. In the Periphery: Price, Convenience, Brand
predominate. Behaviors include prioritizing time and financial resources over H+W results;
reluctance to experiment without proof of efficacy.
Insights from Best Practices in Communicating H+W in Food and Beverage
Overall, consumers are seeking wellness through high quality food (and life) experiences. In
today’s World of H+W, fresh, real and clean foods and beverages represent the foundation in the
treatment and prevention of disease, as well as assuring physical and mental energy. Describing
foods and beverages in this way enables consumers to focus more on what is “good” and less on
self-discipline. Although fresh, real and clean translates to healthfulness, consumers increasingly
balance health concerns with pleasure, reflecting a more practical approach to H+W in which self-
denial is pointless, and where “cheating” is good for the soul.
Communicating H+W in Food and Beverage Categories: Dimensions of Consumption and
Positioning
Core: Authenticity, sustainability, knowledge. Position products as simple, authentic, and
sustainably sourced, made with integrity and pure ingredients that indulge and inspire
Mid-level: Experience, expert opinion, fun and enjoyment. Position products as fresh, less
processed and nutritious foods that are familiar and of high quality
Periphery: Price, convenience, brand. Position products on taste and good value, with moderate
quantities of sugar, fat and sodium.
Insights from Best Practices in Communicating H+W in Personal Care
Consumers are increasingly aware of the wellness implications for personal care products. The increasing
attention given to personal care is a result of the sustainability trend and the intersection of personal and
environmental health. As such, the adoption of natural versions of personal care has grown and is now a
distinguishing feature for many Mid-level consumers and is no longer confined to the Core. Migration from
conventional to more “natural” personal care products also signals a growing awareness of physical wellness
beyond the realms of eating habits and exercise.
HEALTH + WELLNESS DEEP DIVE SYNDICATED REPORT FALL 2011
www.hartman-group.com
Distinct clusters of
Dimension of
Consumption values
work together in each
H+W consumer
segment to drive
behavior in the World
of H+W
EXECUTIVE SUMMARY (continued)
Insights from Best Practices in Communicating H+W in OTC/VMHS Categories
In our study we unified the OTC and VMHS categories to reflect the trend toward Complementary Medicine
in which consumers combine some mix of allopathic and alternative approaches to achieve personal
wellness. In the OTC/VMHS category, Core consumers care more about sustainability while Periphery
consumers are more concerned than others about side-effects, unknown ingredients and added chemicals.
Insights from Communicating H+W at Retail
Consumers often change their channel usage as they evolve within the World of H+W, often moving away
from traditional channels toward specialty channels--in some categories much more so than others—
especially personal care. Thus, executing retail strategies must account for the mobility of consumers as
shoppers in the World of H+W. Consumers of all orientations often shop across channels and banners within
channels, depending on the occasion or wellness goal. For example, Core consumers may relegate a portion
of their purchases to mainstream grocery and drug, while investing the bulk of their household
shopping at health and wellness-oriented grocery.
The grocery channel is the most important H+W shopping destination. Grocery stores are the most
frequently visited and preferred destinations for food, and therefore have the highest overall H+W
resonance of any retail channel. This is especially true of specialty grocers that feature extensive,
high-quality fresh departments.
Retail wellness initiatives like nutritional scoring programs are of little importance to most
consumers. Most grocery shopping is perfunctory rather than exploratory, so most shoppers don’t
take the time to learn about nutritional scoring.
The Dimensions of Consumptions are critical to understanding retail channel choice and usage
when shopping with H+W in mind:
Core: More willing to tolerate inconvenience in order to get the products they seek. H+W is
more important than saving money.
Mid-level: Exploration and discovery are important considerations in retail channel selection
and are willing to go a little further to seek out H+W goods if necessary. They are not
discouraged by price perceptions of specialized channels which conditions their overall
expectations for H+W retail.
Periphery: Tend to shop at stores in their immediate environs, near home, work etc. Shopping
for H+W goods is mostly a chore. Choice of retailers is often determined by price.
Communicating H+W in Food Service
Occasions are the most important factor influencing H+W when dining out. Consumers across the Wellness
continuum often patronize the same restaurants, depending on the occasion. In the context of H+W, eating
out is more about perceived quality differences (e.g., fats, carbs, calories) and the nature of the occasion
than it is about making “healthier” choices. Thus, the relevance of healthy eating to the occasion is greater
when in fast food restaurants while consumers rarely consider nutritional information in casual restaurants
because they understand that savoring occasions are defined by indulgence, and therefore, mainly
irrelevant.
HEALTH + WELLNESS DEEP DIVE SYNDICATED REPORT FALL 2011
www.hartman-group.com
Consumers often
change their channel
usage as they evolve
within the World of
H+W, often moving
away from traditional
channels toward
specialty channels