The HWTR is based on research from over 20,000 U.S. consumer households, and is a nationally projectable study.  Comprehensive in its scope, the HWTR measures 19 shopping channels, 100+ product categories, 75 sources of influence, 55+ health and medical conditions, 100+ leading healthy brands, and 200+ consumer attitudinal measures within health and wellness. Lifestyle characteristics and demographics are also examined. In this year’s report, we are presenting new and additional data  from various NMI proprietary databases to provide a more complete, three hundred sixty degree view of consumers in their healthy lifestyles.

Throughout the HWTR, NMI’s proprietary health and wellness consumer segments – now in their sixth year of tracking – are analyzed and compared to the general population: WELL BEINGS™, FOOD ACTIVES™, MAGIC BULLETS™, FENCE SITTERS™, and EAT, DRINK & BE MERRYS™. Identify your most opportunistic target and learn the optimal ways to market to them.

A cornerstone of the HWTR is NMI’s Top Ten Trends of 2007. The information gathered across each of these trends was carefully considered. Each presents new and trended data from all of our proprietary databases from over 400,000 consumers, and incorporates those consumer views into market activities that explain and reveal each of the trends. We’re confident that you’ll find much “food for thought” here as you consider how these trends will affect your business over the next few years.

The HWTR seeks to examine consumer attitudes and behaviors by the population as a whole and by each segment as they relate to usage of multiple products and categories, including nutritional ingredients, foods, beverages, supplements, sports nutrition, weight management, healthcare, prescription drugs, OTC products, and others. This year’s report also contains new information on family issues with an emphasis on their needs and desires within health and wellness. Consumers are seeking to structure their individual health regimens and to take control of their health. Marketers will need to understand their desires and provide the features, benefits, and communications that have greatest relevance to their target.

The most comprehensive report of its kind, the HWTR seeks to assist manufacturers, brands, marketers, and retailers alike in understanding the interrelationship between drivers of health and wellness, sources of influence, health and medical conditions, health-related attitudinal measures, lifestyle factors, shopping patterns, product usage patterns, and brand purchase patterns, among other topics. This 200+ page report offers unique insight with the presentation of charts, graphs, or tables, accompanied by analysis and commentary on associated market elements and key opportunities.

This eighth edition of the HWTR is an essential tool for opportunity analysis, new product development, communications development, and overall strategic planning as it seeks to analyze the many health and wellness consumer and marketplace changes.

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