Natural Sensibility: A Study of America's Changing Culture and Lifestyle

This report seeks to provide strategic insights and information on how the activities, attitudes and behaviors of the American consumer intersect to drive a diverse market in the natural products industry. The first of it's kind, this report is meant to fill in the gaps (cultural change, lifestyles, behavior, context, etc.) left by traditional quantitative research.

Data for this report was gathered in the form of 500 hours of interviews with consumers in four metropolitan markets.

This comprehensive account of cultural change and lifestyle patterns among natural product consumers covers the following areas:

• The first of it's kind, this report is meant to fill in the gaps (cultural change, lifestyles, behavior, context, etc.) left by traditional quantitative research
• Findings derived from extensive primary research including detailed interviews with 50 U.S. consumers in four cities
• Introduces a modular, component-based model detailing the relationship between larger, societal - level processes and individual consumer behavior
• Detailed consideration of societal factors driving cultural change toward wellness (Compressed sense of time, dissatisfaction with managed care, differentiation)
• Develops a sophisticated typology (Product Worlds) to better explain consumer behavior in terms of lifestyle patterns
• Information covering consumer participation in five specific "product worlds":
Vitamin, Mineral, Herbs and Supplements;
Alternative Health Care;
Organic Foods;
Natural Health and Beauty Aids;
Natural Household Products;
• Discussion of key inhibitors and promotors to consumer participation with product worlds;
• Findings regarding individual - level approaches to larger societal change ("individual wellness regimes");
• Conclusions and implications for brand managers, marketers and anyone else attempting to better understand the nature and foundation of consumer behavior in the natural products marketplace.