Healthy living marketplace insights

Marketplace Insights How do consumers think about healthy living?

How do we define healthy living?

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We Explored: How do consumers define a healthy lifestyle?

With new trends emerging in health – new diets, exercise crazes, and fitness technologies — we’re hearing quite a buzz surrounding healthy living. This made us wonder, how do consumers define what constitutes a healthy lifestyle, and which factors play a role? What do they see as the strongest benefits of living a healthy life? We also wanted to discover how consumers determine which brands are considered healthy, which are not, and specifically which brands help them promote a healthy lifestyle.

We Discovered: Diet, exercise, and a little

help from their brands We talked to people who are at different stages of the

healthy living journey – a few are just starting out, most

say they’re on their way, and some are already healthy

and say there isn’t much more they could change. While

they acknowledge that many factors contribute to a

healthy life, almost everyone thinks in terms of diet and

exercise. Motivations, diet, and exercise habits shift from

preventative and narrowly focused in scope to more

maintenance related and holistic as consumers dedicate

more time and energy to living a healthy lifestyle. When it

comes to brands, consumers agree on the factors that

constitute a healthy brand. By uncovering the standards

to which consumers use to classify these brands as

healthy, the places that they shop for them, and the

expectations that they have for them as partners on their

journey to reaching or maintaining health, we learned a

great deal about the healthy living landscape.

The Journey to Healthy Living

17% 68% 15%

The Journey to Healthy Living

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In this study we identified and focused on three distinct groups of consumers who have joined the journey to healthy living – those who are just starting out, those who are on the way and those who are currently maintaining a healthy lifestyle

Nearly 7 in 10 respondents described themselves as on the ways, saying they’re doing well on their journey so far, but also that they feel there is room to improve their efforts

Starting out On the way Already

healthy

I’m not very happy

with how healthy

my life is and I’d

like to change that

I’m making strides towards living a healthier life but I’m not quite there I live a very healthy

lifestyle and there

isn’t much more I

could do

Healthy living: Diet, exercise, and then some

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Diet and exercise are inseparable in most peoples’ minds. Food fuels activity, and increased activity allows people to enjoy more foods. But while diet and exercise dominate definitions of healthy living, mental health, medical conditions, and even spiritual, environmental, emotional, and social considerations contribute importantly to consumers’ perception of healthy lifestyles.

Q. How much weight would you give each of the following in creating a healthy lifestyle?

Diet 32%

Mental Health 22% Exercise

29%

Medical

15%

“ ”

94%

Agree “Food is not just about basic nourishment, it’s also meant to give me energy to fuel my active lifestyle.”

86%

Agree “I enjoy being active and look for foods that support my well-being.”

[A healthy lifestyle] makes me feel better about myself. If I do not do it, I feel like I am wasting time. My body would feel like being hungry, I need to workout to satisfy that craving.

--Male, On the way, 18-24

I was tempted with so many bad choices at the dining commons so I knew I needed to start a healthier regime so I didn't end up gaining weight.

--Female, On the way, 18-24

“

”

The most common inspiration: Medical issues

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High blood pressure, cholesterol and diabetes are most often mentioned as the prime motivator for adopting healthier habits. People tend to focus on the most easily measurable medical metrics to track their journey’s progress – cholesterol, weight and sugar, fat and sodium intake

Preventing health problems in the long run and living a long, healthy life is an important goal for many. Kids are key to this outlook, as many people want both to set a good example for and be around to enjoy their kids

Fewer people overall mentioned the good feeling that just being healthy provides, but for those who do, it’s an equally important motivation

“ ”

I hope it allows me to live a longer life, and be able to do things instead of just watching the world go by.

--Male, Starting out, 65-74

A healthy life style means to stay motivated. Never giving up. Having your peers tell you they’re happy for you. Look up to favorite athletes to be motivated. Never giving up by staying on the right track always and never listen to negative things.


“

”

I had very high cholesterol for my age, so I changed how I ate to accommodate that, because I did not want to be put on a medication. With hard work I got the cholesterol down, and the habits stuck. It means a lot for me to be able to do everything I want, for as long as I can, especially considering my children.

“

” --Male, On the way, 25-34

Motivations and outlook evolve along the path to healthy living

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People who are “on the way” to a healthy lifestyle consistently report that medical and other health issues are their main motivation for sticking to a healthy regimen. Attitudes and outlooks evolve as people move forward from the beginning of their journey.

On the way Starting out Already Healthy

Motivations

• Health

• Weight

• Children

• Living longer

• Avoiding problems later

• Specific health issues

(especially for men)

• Living longer

• Setting good example for

kids

• Proactive / preventative

• Role model for children

Attitude and

Outlook

Those taking first steps

feel great. Those doing

nothing are more

negative.

Proud of recent lifestyle

changes. Price and

physical disability remain

hurdles for some.

Neither positive or

negative – healthy living

has become a “matter of

fact” life-long habit.

Diet and Exercise Habits and Purchase Behavior

Diet and exercise attitudes also evolve along the journey

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An Evolving Diet/Exercise Focus

Starting outs say diet is more of a priority than

exercise -- mostly avoiding fat, sugar or sodium.

Exercise expectations are moderate – walking

and biking

Food and exercise are both important to on the

ways. They are interested in organic and whole

foods. There’s a mix of moderate and more

intense exercise

For already healthys food and exercise are

givens. Instead, there’s more talk about balance

and overall well-being

“ ”

Eating well, working out, getting rest, being happy.

--Male, Already healthy, 18-24

A “healthy lifestyle” means to exercise regularly and eat healthy foods. I try to stay away from foods that have lots of sugars, fats and preservatives. Mostly just basic cardio exercise, and programs such as p90x.

“


[Healthy living is] snacking on fruit instead of chips, not snacking as much, eating out less. Knowing what is in the food you are eating, being able to limit things like butter and oil.

--Female, Starting out, 35-44

“ ”

“ ”

In my opinion we cannot achieve the goal of staying healthy by focusing on just one thing. It is an overall thing.

--Male, Already healthy, 45-55

Interest in natural and organic foods increases too

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Nearly 9 in 10 of all respondents say they’ve made healthy food choices over the past week, and six out of ten have started or maintained a diet in the past year. Not surprisingly, those numbers trend meaningfully higher the further a consumer is along their journey. And while interest in low fat, low carbs, and low calorie foods is similar among all, interest in organic foods increases significantly for “on the ways” and “already healthys.”

Q. How much weight would you give each of the following in creating a healthy lifestyle?

Everyone Starting out On the way Already healthy

Net: Made any positive food choice 87% 77% 88%* 91%*

Made the choice to eat an organic or natural

food item 40% 26% 42%* 47%*

Q. Which, if any, of the following types of products or services do you rely on to help you maintain a healthy lifestyle?

Diet/low calorie foods 61% 56% 61% 66%

Organic or unprocessed foods 43% 31% 45%* 49%*

*Significant difference

I try to eat a balanced diet. I try to have protein, eat vegetables and I tend to eat more organic food. Organic – like grown without using pesticides and made using high quality ingredients.

“

” Male, Already healthy, 45-54

Already healthys want food that tastes good and fuels their active lifestyle

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In contrast, starting outs are more likely to be in need of guidance to make healthy choices.


I enjoy being active and look for foods that

support my well-being 86% 63% 89%* 97%*

Eating healthy is important to me, but I won’t

compromise on taste 83% 82% 82% 91%*

I’m willing to pay a premium for food that will help

me maintain a healthy lifestyle 77% 67% 77% 88%*

Sometimes it’s difficult to make the healthy

choices I know I should 82% 94%* 83%* 65%

It’s hard to discern between food that is actually

healthy and food that is just marketed that way 72% 85%* 70% 66%

I wish I had more help maintaining a healthy diet 65% 74%* 62% 65%

Q. Thinking again about food shopping, how much do you agree with the following statements? (Top 2 Box Summary)

I have always tried for healthy foods but it sometimes gets confusing as too what is really healthy or what is just a fad. Some of these foods make all these health claims, for example, eat this, lower your risk of this or that.

“ ” --Female, On the way, 35-44


Those further along the path purchase more gear

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The further along the journey to healthy living, the more consumers’ focus shifts from diet to exercise. Ultimately, already healthys buy more exercise products and services, clothing, gear, exercise programs, and gym memberships than those just beginning their journey.


Exercise clothing 37% 20% 36%* 57%*

Exercise gear 34% 23% 33% 54%*

Exercise programs (apps, dvds, plans) 32% 23% 32% 42%*

Exercise venues (gyms, studios, trainers) 29% 13% 29%* 47%*


Q. Which, if any, of the following types of products or services do you rely on to help you maintain a healthy lifestyle?

Product performance and pride drive higher equipment spending by already healthys

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On the ways and already healthys become increasingly discriminating in their purchases — and attach new value to the gear they use

As consumers begin to self-identify as exercisers, quality and brands matter more, and these consumers are more willing to spend more for top-notch exercise gear

There’s also a hint of vanity among this group who say that they take pride in their gear, and labels matter

Everyone Starting out On the way Already

healthy

I am willing to pay more for products that

perform better. 72% 63% 72% 84%*

I’m willing to spend more for a product that will

improve my exercise regimen. 71% 61% 69% 91%*

I take pride in the clothes and gear I use when

I exercise because I’ve earned it. 64% 48% 64%* 84%*

The label on my exercise clothes and gear is

important to me. 38% 26% 35% 62%*


Q. Thinking again shopping for products that help you remain active, how much do you agree with the following statements? (Top 2 Box Summary)

What makes a brand seem healthy?

“Healthy” brands are…

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Gaiam products motivate me because I see results. As I mentioned earlier, they give me a balance. And once I find that balance, I want to keep it. Same goes for the food aspect. I cook every meal for my family. Brands that help me cook the way I want, and fulfill that passion I have for cooking – while allowing me to cook in a healthy way – will keep me as a customer. They motivate me to keep going.

“


Functional Foods that are organic or gluten free;

exercise gear that is comfortable

and prevents injury

Authentic Transparency, integrity, and the perception

of standing up against trends and for what is

healthy are prized

Inspiring Education, advice and sponsorship

of real-life initiatives

Convenient Easily found, time-saving, with useful

options for real-world use

Priced Right People don’t want to waste money,

but many are willing to pay a premium

to kick-start or maintain healthy habits

Healthy brands are… Functional

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First and foremost a brand must live up to its promise. Brands that truly help people live healthier are ones that people want to use again

Functionality is paramount when it comes to exercise gear – comfort, durability and performance are key

Style and variety of styles is also a plus – but less important than function

“ ”

The New Balance shoes that I use are comfortable on my feet. Having a good pair of shoes also helps prevent leg pains and other discomforts associated with running.

--Male, One the way, 25-34

Honestly, [Everlast] are, for me, the most comfortable shoes ever for running and their gloves for lifting weights are extremely durable and comfortable. Every time, I get a great workout without having to worry about hurting myself.

“


Bob’s Mill and Newman’s Own are natural, organic and vegan.


“ ”

“ ”

Nike sneakers are very comfortable. It is easy to walk and work out while wearing them.

--Female, Already healthy, 45-54

Healthy brands are… Authentic

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Authenticity is about both idealism and tradition. Brands that are seen as authentically “healthy” are perceived as uncompromising. They don’t sacrifice ingredients or practices for popularity or profits

Small companies (or those thought of as small even when they’re not) have an easier time being perceived as authentic but big brands like CVS can also reach this ideal

Food brands are perceived as authentic if they have made things the same way for many years and have a history of not using artificial additives and preservatives healthy people want to avoid

“ ”

Quaker mostly, they have been around for so long and never changed a thing except to add to their line of products. I appreciate traditionalism.


Annies has always been committed to making healthy products, as is Burt’s Bees. They don't compromise their beliefs to accommodate the demands of the unhealthy public. They make good quality products that people can trust and believe in and they have always used natural ingredients to make their products. [As opposed to] Kellogg’s, they make us believe they are making healthy products but they are still full of high fructose corn syrup and processed grains.

“

” --Female, On the way, 45-54

“ ”

Brands could take a stand like CVS not selling cigarette products. I feel good about their position, but they may lose customers.


People see through “false-healthy” marketing

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Consumers quickly become cynical when there is a disconnect between the claims a food product makes and the reality on the ingredient list

A large majority of all healthy journeyers say they eschew packaged, branded food for simple, real food like fruits, vegetables and lean meats

Brands that help people keep to their healthy habits by educating them about good food choices or offer a range of healthy foods with one-stop-shop convenience get frequent positive mentions

A meal that I put together myself from raw ingredients is generally better than something that I purchase pre-made, even if it is labeled as ''healthy''

“ ” --Male, On the way, 25-34

“

”

I wouldn't say faking it per se, but misleading yes. They are ''healthy'' in the manner that the products aren't high calorie, however the ingredients used are not healthy. I don't think this is apparent to most people. I used to eat Yoplait like crazy because I thought it was healthy but now I realize low calorie does not mean healthy.


“ ” There are no ''brands'' at the farmer's market!


“ ”

Weight Watchers offers diet programs which focus on a person who wants to stay fit and eat right so you can stay healthy and lose weight at once.

--Female, On the way, 25-34 “ ” It’s hard to find a completely organic food distributor.

So that’s why I go [to Whole Foods].


Healthy brands are… Inspiring

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Almost everyone is positive about their journey to healthy living and proud of their accomplishments

Brands that contribute to these positive feelings by inspiring and motivating are worth spending more for. The most inspiring brands can command a price premium

Showing active people and athletes in ads, athlete endorsements and real-life initiatives (especially for kids) help set an inspiring tone

“ ”

Special K comes to mind, so does Trader Joe's in that they appear to be trying to help their customers make good choices. It's good business.


Nike I think is a company who supports health and fitness and has for many years. They support a healthy lifestyle and help us get this healthy style by having products that can help us along the way. They also do many things in the community to help people learn to be healthy and stay that way.

“


“

”

Clif uses mostly natural ingredients and looks to fuel activity as naturally as possible. Saucony promotes looking to your inner self to find drive to push through the tough times. ProCompression emphasizes healthy recovery. And Nuun Hydration empowers women to be the best that they can regardless of their circumstances.


Healthy brands are… Convenient

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Especially with food, consumers want packaged convenience and great taste. Many admit choosing “healthier" versions of less-than-healthy items for the sake of convenience

Low calorie, low sugar, portion control and heart healthy foods are highly sought, but consumers often trade off one bad thing for another

Many journeyers also look forward to “indulging” in unhealthy choices from time to time

“ ”

My lifestyle and budget requires me to eat healthy dinners from the frozen section.... So I choose Healthy Choice.


I rely on Lean Cuisine just to have something on hand if I’m limited on time… In a hurry.

“


“ ”

I am blessed to be in good health and the doctor verifies that. Life is short. I want to also be able to enjoy the taste of the food.


Healthy brands are… Priced right

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Price is a critical issue at every point on the journey to healthy living. Organic and natural foods are expensive, as are convenience items. Some exercise clothes and gear can cost more than people are willing to spend. While many say they simply look for the lowest cost items (especially when it comes to exercise gear) others will splurge if a product performs well, can jump start a healthy habit, or solve a specific problem

There are lower cost alternatives to the flashy

and expensive exercise clothes and gear that

function just as well.

89%

I try to spend as little money as possible on

exercise clothes and gear. 71%

I use what I can find in that sweet spot between affordable and reliable. I rely on C9 and Adidas, Gaiam, Udi's, Schaar.

“


“

”

I think most people want to get healthy. The problem is that healthy food options are usually way more expensive, and the same goes for exercise clubs and whatnot. These days peoples’ finances aren't as good, and their priorities are not necessarily on getting healthy but on just surviving.


“

”

When I first started on my weight loss journey I relied on cheaper store brands to get me started because I didn't know if I would continue. Now that I know being healthy is my new identity I will treat myself to better quality, more expensive items.


Q. Thinking again about shopping for products that help you remain active, how much do you agree with the following statements? (Top 2 Box Summary)

The Brands That Get You There

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Q. What brands do you rely on to help you live a healthy lifestyle?

How consumers connect with healthy brands

People look for unbiased advice about healthy brands

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People stick with what works. Reaching starting outs is key to building brand loyalty and creating a lifetime customer

Healthy journeyers have more trust in information from sources other than the manufacturer. They are especially leery of products that claim to be healthy but fall short in practice – especially when it comes to food

While “third-party endorsements” falls to the bottom of this list in the abstract, many journeyers tell us that some exercise gear gains credibility with endorsements from athletes

57%

45%

41%

37%

30%

25%

16%

13%

Recommendations fromfriends/family

Article about the brand orproduct

The small print on thepackage

Testimonials

Advertisements

Product claims

Look and feel of thepackaging

Third party endorsements

Q. Thinking of those brands that are truly healthy, what types of cues do you think help you to feel secure that they are?

Net: Traditional Media 77%

Television 56%

Magazines 44%

Newspapers 22%

Radio 15%

Net: Online Media 63%

Blogs and online publications 49%

Social media 34%

Online reaches more starting outs

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Traditional media sources, most notably television and magazines, remain the most common resources for those looking for healthy lifestyle advice. But online media is not far behind. Nearly half of all journeyers are looking to online publications, and 1 in 3 use social media

Which of the following media sources do you use to help you live a healthy lifestyle? Where do you go for advice, product endorsements or reviews and the like?

45% of starting outs use social media. This is

key to building long-term brand loyalty

Q.

Healthy food brands need to be in regular and discount grocery stores

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People looking for healthy food products (especially starting outs) are still most likely to shop at regular and discount grocery stores

Even already healthys are more likely to shop at regular groceries, although they do buy at premium groceries and farmers markets more often than others


healthy

Regular grocery store (Kroger, Safeway) 76% 81% 76% 72%

Discount grocery store (Wal-Mart, Costco) 63% 68% 62% 64%

Premium grocery store (Whole Foods,

Trader Joe’s) 28% 23% 27% 42%*

Farmers market 26% 19% 26% 36%*


Q. Thinking of the foods that help you live a healthy lifestyle, where do you usually obtain these healthy foods?

Starting outs are less likely to shop at specialty sporting good stores

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Already healthys are much more likely to shop for gear in specialty sporting goods stores, reflecting an increased emphasis on performance and brand

In contrast, starting outs do most of their sporting goods shopping in general stores


healthy

General sporting goods stores 50% 44% 48% 65%*

General stores not geared towards sports 41% 38% 42% 42%

Online 39% 40% 38% 43%

Sporting goods stores geared towards

a specific activity or sport 21% 19% 17% 42%*

Sporting goods stores geared towards

a specific brand 15% 14% 12% 28%*


Q. Thinking of products that help you remain active, where do you usually shop for these products?

Overall Implications for “Healthy Brands”

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Consumer outlooks, needs and opinions evolve along the journey to healthy living, but diet and exercise remain the cornerstone

Starting outs are highly price sensitive and look to and rely on mass-market retailers and general brands

On the ways and already healthys gain confidence as they get closer to achieving and sustaining healthy lifestyles, showing an increasing preference for organic and natural foods and for performance-oriented equipment and clothing sourced from specialty sporting goods stores

Even as they evolve along the journey, all consumers say that once they find something that works — once they find a brand they trust to help them reach their healthy lifestyle goals — they stick with it

Starting outs present a critical opportunity for brands and marketers, as consumers at this phase establish long-term preferences, develop loyalty, and seek out brands they trust to help them achieve their healthy living goals

Who (and where) to be to reach a broad audience

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Be functional, authentic and inspiring Consumers look to brands that provide functional, convenient products at an affordable price. But beyond that, they look to several critical factors to help them evaluate what role a brand might play in helping them on their journey to healthy living. Consumers want brands that:

Inspire them with their message and principles

Exhibit authenticity and transparency

Seem small or, if they’re larger, establish a clear voice and take a stand

Help them along the path with honest information

Brands that successfully communicate these attributes will be valued by the consumer for the whole journey, not abandoned at the starting line.

Be convenient, priced right, and easy to find Most of those striving to live a healthy life shop at

general grocery, sporting goods, and discount stores. As they achieve greater health, consumers add specialty stores to the mix. But in order to reach the most critical audience — starting outs — it’s essential to have a presence in mainstream stores

How to build lasting consumer loyalty

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Establish partnerships with starting outs

The best way for a healthy brand to gain the loyalty of healthy lifestyle consumers is to be there at the start of their journey. These consumers stick with what works and develop preferences early on

Consumers find it hard to make the healthiest choices — and this sentiment is much stronger among those starting their journey (94%) compared to those who are already healthy (68%). If a brand stands by the starting outs, and is there to inspire, educate and guide them on their road to healthy living, they’ll stick with that brand every step of the way

Develop transparent, educational

marketing efforts Focus marketing on education: Consumers want more

help maintaining a healthy diet and acknowledge that they struggle, especially those starting out, to differentiate products that are actually healthy from those that are just marketed that way. Brands that are able to rise to the top as trustworthy educators will become an essential part of consumers’ healthy living journey

Social media presents a solid opportunity to reach starting outs. All consumers are looking for unbiased information about healthy brands – recommendations and articles top the list of sources – but 45% of starting outs use social media for healthy advice

Differentiating early on as trusted partners on the road to health in the spaces that consumers are already shopping and browsing – general grocery stores, general sporting goods stores, discount stores, and on social media – is critical

Already healthys will splurge – if they perceive value

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Already healthys will pay a premium to maintain their healthy lifestyle

For already healthys, choices about food and exercise are more like a habit than a decision. Whether they eat organic apples or attend an exercise class after work, it is just something they do, not something they decide about

Because healthy behavior is integrated into their daily life and mindset, already healthys are significantly more likely and willing to invest in quality food and exercise gear if they feel it will take them to the next level

Marketing should focus on value and prestige Marketing efforts for high-end products should focus

on value-add, whether it’s brand prestige or a performance edge. Interestingly, already healthys are much more likely to be swayed by product claims, packaging and third party endorsements than other consumers, representing a key opportunity for high-end and specialty brands and products

Appendix

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Project Specifics

iModerate conducted a survey with 502 consumers and followed up with 65 one-on-one conversations with an average duration of 31 minutes

Quote Attributes

Gender, Stage of Healthy Living (Starting out / On the way / Already healthy), Age

ThoughtPath™

Our qualitative research is based on a cognitive approach called ThoughtPath. Drawing on three select cognitive theories, ThoughtPath enables our skilled moderators to get into each consumer’s head and discover what’s most important to them, what’s not, and why. In this study, it allowed us to understand how consumers viewed healthy living and their thoughts and ideas on healthy brands

720 S Colorado Blvd.

Suite 500 N

Denver, CO 80246 imoderate.com

Let’s talk.

303.333.7880

Healthy living marketplace insights

Health & Medicine

Transcript of Healthy living marketplace insights