| Even the most advanced wellness consumers, who | | | | In general, except for the use of vitamins and minerals |
| one might expect to shun any and all elements of the | | | | on an occasional basis, periphery wellness consumers |
| modern medical establishment, are still buying the one | | | | have a much lower involvement with products outside |
| thing that symbolizes allopathic medicine to most of us: | | | | of the traditional food groups. |
| pills. | | | | As one moves towards the core, or top on the |
| Past Hartman Group research has shown that | | | | language map, the importance of specialty |
| consumers' movement from periphery to core along | | | | supplements to consumers increases more, relative to |
| the wellness continuum increases their likelihood of | | | | the other supplement categories, than the frequency in |
| using dietary supplements. Some of the triggers that | | | | which consumers use the products. In practical terms |
| get people started may include nutritional needs, health | | | | this means that consumers use of specialty |
| conditions (such as high cholesterol or arthritis) and | | | | supplements lags behind vitamins and minerals, and |
| aging. The lack of knowledge people have about | | | | herbal and specialty supplements. |
| supplements initially inhibit some consumers from | | | | Cultural Preferences to Health Products |
| buying supplements. Additional inhibitors include price | | | | Most American consumers address general health |
| and the perceived lack of scientific proof of the | | | | concerns (e.g., staying in shape, eating well, eating |
| efficacy of these products. | | | | balanced meals, etc.) with daily, lifestyle routines and |
| Consumers continue to purchase and use nutritional | | | | practices rather than targeted, acute responses (e.g., |
| supplements, but with less intensity and exploratory | | | | taking medication). At this level, most Americans use a |
| nature than what we saw in 2000. Today, mid-level | | | | vague "watching behavior (e.g., "I watch my sugar |
| and core consumers appear to have identified key | | | | intake") or, if they are more evolved wellness |
| supplements that they use with some regulatory | | | | consumers, they incorporate lots of fresh foods into |
| (ranging from three times per week to daily) and have | | | | their diet to address current and long-term general |
| decreased their exploratory shopping for new | | | | health. What they tend not to use is a specific plan of |
| supplements. We also find new interest in key | | | | action requiring health products that target a specific |
| supplements such as green tea, probiotics and | | | | health condition. |
| Omegas. | | | | When consumers are experiencing chronic or acute |
| Consumers have dramatically increased the number of | | | | health problems (allergies, diabetes, high blood pressure, |
| phrases and behaviors that define "wellness" to them | | | | stroke, osteoporosis, etc.), we find that they definitely |
| from 2000 to 2005. Particularly notable is "taking | | | | shift from more general watching behaviors and high |
| supplements," which is now seen as the path of | | | | level dietary overhauls (with the requisite focus on |
| wellness by 43% of consumers, nearly double the | | | | avoiding "bad things") to more proactive and targeted |
| number in 2000 (23%). | | | | health behaviors. In the case of this proactive set, |
| The following language map illustrates the most | | | | those with diagnosed chronic conditions generally take |
| predominate ways in which consumers think and talk | | | | medications and, if pushed, also alter their overall diet to |
| about health and wellness. The map progresses from | | | | avoid ingredients that might exacerbate their condition. |
| bottom to top, with the bottom representing | | | | However, most consumers with chronic health |
| consumers who are less involved in health and | | | | conditions, we find, will end up turning to alternative |
| wellness (periphery wellness consumers) and the top | | | | medicine - to different pills. The chart below illustrates |
| representing those who are most involved in health | | | | consumers' preferred delivery of functional ingredients |
| and wellness (core wellness consumers). This map | | | | when asked which format they preferred vitamins, |
| depicts several interesting shifts and changes from | | | | minerals and nutrients delivered in. Overwhelmingly, |
| 2000. We find that wellness consumers still begin the | | | | respondents chose pills (72%) compared to the next |
| journey with the desire to eat well, but with more | | | | most popular format beverages (26%). |
| intention towards living a healthier lifestyle. | | | | Consumers view dietary supplements as a key |
| The predominant themes of the language being used | | | | symbolic component that they use in their lives to |
| from periphery to core are represented by the black | | | | challenge the hold that they view pharmaceutical |
| areas. The grayed "bubbles" represent secondary | | | | companies have over them. The most successful |
| themes that run throughout the language analysis and | | | | dietary supplement products are those that focus on |
| support the primary themes. Supporting quotes, | | | | offering up modes of control, including prevention, for |
| thoughts, tactics, activities, examples, etc. to what the | | | | which modern medicine offers either poor solutions, |
| primary themes mean to consumers are the white | | | | last-minute solutions, or no solutions at all. This fits well |
| areas. | | | | with what consumers report as the most commonly |
| At the bottom, periphery wellness consumers have | | | | used supplements including vitamin C, calcium, fiber and |
| little or no brand recognition of supplements and | | | | vitamins B, E and D. These supplements use levels |
| knowledge is very limited. Moving up the ladder, brand | | | | reflects consumer concerns about and increasing roles |
| awareness and knowledge increases among mid-level | | | | for products that offer antioxidants, bone and digestive |
| wellness consumers, but only moderately. At the top, | | | | health, as well as an overall perceived "increase in |
| brand awareness and supplement knowledge is at its | | | | wellness. |
| zenith among core wellness consumers. | | | | |