2007-03-29

Hartman Group Study Finds Baby Boomers Continue to Be at the Leading Edge of Many Important Health and Wellness Trends

BELLEVUE, WA, March 29,2007 - Baby Boomers are gaining increasing fluency in a culture of healthier living and are poised to impact the future of how society shapes and defines the meaning of age study findings show. The newest syndicated study released by The Hartman Group, Changing Food Consumption Among Baby Boomers: Looking Five Years Into the Future, examines the attitudes and behaviors relevant to health and wellness among American Baby Boomers as they move into the life stage of 40s through 60s. According to the study Boomers have been and continue to be at the leading edge of many important health and wellness trends and, as they age, individual Boomers gain increasing fluency in a culture of healthier living.

"Regardless of any particular wellness orientation, we found that Boomers feel that their health has taken on more importance as they have aged. They are likely to reference a cumulative health knowledge that is 'out there' and they can either adhere to it or avoid it but they cannot deny awareness of it.," said Laurie Demeritt, President and COO for The Hartman Group.

Research finds that Boomers are triggered to enter the World of Wellness through certain key events or a combination of events. Some of these events are gradual physical changes such as weight gain, menopause or acid reflux; as well as health scares like high cholesterol or high blood pressure, learning of the preventable death of a friend or family member and becoming aware of genetic predispositions toward certain disease that one has inherited.

According to Changing Food Consumption Among Baby Boomers: Looking Five Years Into the Future the approach to products and brands is very unique among Boomers. Research shows Boomers automatically presume that fresher foods are healthier foods, and that packaged or pre-made/non-fresh foods are simply less healthy. Results also show they believe that some indulgences are necessary for maintaining health: "Balance and moderation is central to the health strategies of many Boomers. For this reason, consumers believe they need to indulge themselves in something extra, something unhealthy, something special - a treat - from time to time in order to keep them feeling good," said Demeritt. Many Boomer consumers are pursuing new flavor sensations, new varieties, alternative health regimens and new cuisines as a way of integrating their new health strategies.

About the Study

Changing Food Consumption Among Baby Boomers: Looking Five Years Into the Future examines the attitudes and behaviors relevant to health and wellness among American Baby Boomers as they move into the life stage of 40s through 60s. Hartman Group Researchers undertook interviews in Seattle, Chicago and Raleigh during October, November and December of 2006.

About The Hartman Group
The Hartman Group, Inc., founded 1989, is a full-service consulting and market research firm offering a wide range of services and products specializing on the health and wellness markets. The company's headquarters are located in Bellevue, Washington.