07.28.2010

“HartBeat” is The Hartman Group's FREE online newsletter, providing insight, analysis, information and strategy to give business leaders the knowledge and vision to build sustainable brands.

The most comprehensive consumer and shopper exploration of health and wellness motivations, behaviors and trends in the marketplace today.

Two reports tell the story of where wellness consumers and shoppers are at today, how they are evolving and what the future of wellness may look like.

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Feeding the Great Wellness Transformation

As we've mentioned recently, wellness as we know it is currently undergoing a great transformation. Traditional notions of health, wellness and exercise are being redefined as consumers pursue a higher quality of life - through enjoyable experiences, playful exercise and the highest possible quality of food. This ongoing change is documented by wellness consumer's changing tastes and priorities as the world of health and wellness continues to mature.

The American perspective on health and wellness has developed over the past twenty-five years from simply a story of health, with little sense of a holistic connection between exercise and food, to a highly-evolved, fully-integrated cultural trend. Today's wellness consumer is increasingly less about idealism and asceticism and more about a pragmatic approach to a fun, high quality life.

Here's what we know about wellness as we head into the Great Transformation:

WELLNESS

Dr. Weil has been replaced by Dr. Oz and Oprah (pragmatism over wholism)

Balance is in the process of being redefined (see below)

DIY food (canning, charcuterie, cooking) is seen as a stress management technique

FOOD

Consumers are laser-focused on fresh, local, high-quality foods with unwavering passion

Increasing focus on local as a driver of quality, not politics

The fresh proposition drives much of mainstream food retailing & foodservice

CPG companies have fully embraced wellness, with a focus on functionality

Growing desire to want to eat with families and friends rather than alone

EXERCISE

Exercise is now more play like – dancing, kickball, adult recess, rock-n-roll yoga

Exercise is still important, but more about staying active than big accomplishments

BALANCE

We are witnessing a transformation in how consumers activate balance

Balance has always been the rationale for not living up to one’s aspirations surrounding health and wellness

Consumers are increasingly redefining balance not as a way to justify hedonistic eating practices but as the pursuit an enjoyable, high quality life

Less work & restraint, more sophisticated indulgence

We Leave You with Something to Chew On

So how will consumers be feeding all of these kickball teams, rock-n-roll yoga camps and DIY ambitions, you ask? We've combed through our field notes and turned to our top trends analysts to provide you with a look into the future of healthy snacking.

These are the foods that will be sure to be popping up in the wellness realm.

We bet our oat cakes on it.

For more on Reimagining Health & Wellness click here >>

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