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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

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Page 1: HEALTH + WELLNESS DEEP DIVEstore.hartman-group.com/content/health-and... · Health + Wellness Deep Dive builds on the rich insights and implications uncovered in rom our 2010 Reimagining

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

Page 2: HEALTH + WELLNESS DEEP DIVEstore.hartman-group.com/content/health-and... · Health + Wellness Deep Dive builds on the rich insights and implications uncovered in rom our 2010 Reimagining

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

Page 3: HEALTH + WELLNESS DEEP DIVEstore.hartman-group.com/content/health-and... · Health + Wellness Deep Dive builds on the rich insights and implications uncovered in rom our 2010 Reimagining

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

Page 4: HEALTH + WELLNESS DEEP DIVEstore.hartman-group.com/content/health-and... · Health + Wellness Deep Dive builds on the rich insights and implications uncovered in rom our 2010 Reimagining

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.

Page 5: HEALTH + WELLNESS DEEP DIVEstore.hartman-group.com/content/health-and... · Health + Wellness Deep Dive builds on the rich insights and implications uncovered in rom our 2010 Reimagining

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

Page 6: HEALTH + WELLNESS DEEP DIVEstore.hartman-group.com/content/health-and... · Health + Wellness Deep Dive builds on the rich insights and implications uncovered in rom our 2010 Reimagining

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

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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

Page 8: HEALTH + WELLNESS DEEP DIVEstore.hartman-group.com/content/health-and... · Health + Wellness Deep Dive builds on the rich insights and implications uncovered in rom our 2010 Reimagining

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