Every day, millions of Americans make the choice to live healthier lives.
They are choosing to eat better, get more active, and follow pursuits that help them to achieve mental and physical well-being. Some push themselves to the limit, while others are simply trying to push back against aging, but they are all looking for assistance in their choice to improve.
They want to be motivated, guided, and inspired. They typically care deeply about their families and communities. They hold companies accountable for behaving responsibly, just as they hold themselves to a higher standard to live better.
Healthy America – Healthy, Wealthy & Wise
Healthy America, those people who are inspired to achieve healthier lives, and currently numbering 77 million adults in the U.S, make up a sizeable and impressive demographic. With an average household income exceeding the U.S. national average by over 60% *, this segment has the means, the education, the mindset, and the proven propensity to be heavy and frequent buyers of a wide range of endemic and non-endemic product categories including Functional food, beverage and supplement brands. They want to do business with companies that understand where they’re coming from, where they want to go, and what they need to get there.
Difficult To Reach, But The Rewards For Marketers Can Be Great
While Healthy America offers significant spending power as a segment, this same group, given its busy “on-the-go” lifestyle, is difficult to reach via traditional marketing techniques. For example, in contrast to average American adult media consumption habits, Healthy America is well below average for consumption of print media while remarkably higher than average for consumption of digital and social media. The same goes for TV and Radio with Healthy America, already below the average, and now consuming less than before.
So what is a marketer to do? Recognizing that effective marketing is not tied to “impressions”, but rather to “heartstrings”, an integrated mix of relevant marketing and relationship-building techniques works best for brands seeking to build consideration and preference within the Healthy America segment.
*MRI Fall 2011 .
For a complete overview on the Healthy America lifestyle segment, and the opportunities they reveal for Functional, Better-For-You brands, please download our White Paper and contact us on how the segment participates within your product category .