State Of Healthy America 2012 – A Preview

We’re quickly tabulating the results of our annual survey where we speak directly to over 2,500 health-inspired adults from around the country about their health behaviors and choices. We then apply demographic measures to capture educational levels attained, household incomes, home ownership, and a variety of product and service category consumption behaviors weighed against national averages – all to compare, contrast, and demonstrate just how unique the Healthy America segment is. We then project the data to a national scope.

Respondents have qualified themselves for this research based upon a self-reported commitment to leading healthier lives by virtue of their current behaviors and activities – namely, they are consciously managing their personal nutritional intake to include healthier options, and secondly, they are physically active in a minimum of 30 minutes worth of exercise at least three times per week.

As we begin to conclude our survey, trends are emerging that point to interesting opportunities for Better-For-You brands:

• Healthy eating is seen as an important part of leading a healthy lifestyle.

More than ever before in our annual surveys, this year there is a stronger tendency for Healthy America to view healthy eating as THE key ingredient in achieving a higher degree of health. Of those surveyed, 79% claimed that improved nutrition was “critical to leading a healthier lifestyle.” In addition, over half (52%) of respondents claimed that “a healthy diet was their ‘fuel’ for sustaining a healthier lifestyle.”

• Aging and the pursuit of Health are converging to shift perspectives about growing older.

As the American population matures, those in the Healthy America segment have a strong tendency to view a healthy lifestyle as minimizing the effects of aging, both in terms cognitive and physical health. When we asked respondents age 50 years and older what their motivation for pursuing health, a clear majority (68%) stated that it was in fact to “stave off any declines in their abilities due to the aging process.”

While some will joke that turning 50 is the new 40, with the Healthy America segment, the difference is even more for the “health-inspired”. When asked what age they currently feel they are at, 28% stated “15 years younger or more”, while 34% replied “10 years years or more”.

• Women are driving the Health & Wellness market forward.

This trend should come as no surprise, but the difference between male and female participation in healthy lifestyles continues to escalate. When we conducted our 2011 annual study, Healthy America was made up of 63% female and 37% male. That number has changed in our 2012 study to where now 65% of the segment is made up of women. More importantly, when asked who was the most significant person that influenced their healthy lifestyle decisions, 79% of all respondents mentioned a female.

For more information of the State of Healthy America 2012, or to receive a report when completed, please contact us here at Healthy Living Marketing. You can also view highlights of the 2011 report here.