The health and wellness industry is full of opportunities

Based on the content that is posted on Facebook, TikTok, Twitter, LinkedIn, and nearly every other social media site, It appears that nearly all of us are health and wellness experts. But, as we have observed, there are certain ways and attitudes that distinguish those who are true people who are health and wellness enthusiasts from those who only speak well. For more than 20 years Hartman Group has Hartman Group has confidently segmented consumers into a spectrum of engagement in the field of health and wellness. The Hartman Group has analyzed their diverse motivations, obstacles, preferred characteristics of products, and more to better understand how people are living, shopping, and using brands such as products and services within the area of health and wellness.

The “Health & Wellness 2021” study revealed that the way consumers viewed health and wellness was a reflection of long-term trends as well as more urgent pandemic needs. However, individual attitudes and behavior varied across consumers and were influenced by a range of factors like the level of socioeconomic standing as well as involvement in wellness and health.

The World Model is the Hartman Group’s unique method for separating consumers into a spectrum of wellness and health. 

The Core may be tiny, but it’s an enormous segment that determines the course for other segments and for the future of the mainstream wellness and health culture. They are the ones who create trends and have an impact on the Mid-level segment, specifically that of the In-Mid-level. The Inner Mid-level consumer base influences the Outer Mid-level. At this point, trends turn into significant business opportunities. In the end, the Periphery is influenced by general health and quality signals. It’s no surprise, then, that the most notable attributes of a product follow the same pattern. Aspects that are relevant to the Core end up being interesting to mid-level buyers, and eventually, they are incorporated into the Periphery theory.

To illustrate the evolution, take a look at the concept that is “organic.” Thirty years ago, consumers in the Core were looking for organic food as well as beverages, and frequented markets and food co-ops to look for organic products. Certain Core consumers even grew their own food in order to stay clear of pesticides and other chemical substances. Mid-level consumers were not aware of where to get organic food, but were beginning to doubt the quality of their food, and were beginning to recognize “organic” as a potentially desirable quality feature. Consumers from the Periphery were not aware that not all food items could be of equal quality. They considered the food and beverages as organic because they are or are derived from living things. In the past, the organic movement became more mainstream, and today, organic foods and beverages are available at mainstream retailers like Wal-Mart, and the Periphery Consumer Pantry could include a variety of organic products even if they are not chosen with care. Like all trends, they have a time frame, and we can observe the organic trend beginning to fade away from the Core as other attributes of quality, such as Regenerative Agriculture, replace it.

In the event that the Core introduces new distinctions in quality It is crucial to keep in mind that historically this category has historically been the most tolerant of price and has a higher priority on items that are healthy and are in line with their quality expectations. In light of the rising cost of living and the rising price of healthy food and drinks, “Health and Wellness 2023” explores the ways that consumers prefer wellbeing and what areas and features are worth for a premium. Being a healthy person may be a challenge for those with a tight budget. While economic factors may affect trends, we are certain that the force of the health and wellness is constantly evolving.

What other trends in product criteria are currently on the horizon of health and wellness? Although most consumers are looking at certain criteria for purchase in deciding on products to purchase, it is the Inner Mid and Core Level customers who are subject to the greatest attention. In a peek at Health and Wellness 2023 we find that the Core consumer is more likely to search for known ingredients, antibiotic-free, grass-fed products and those that are labeled as with a plant-based ingredient. Mid-level and Periphery shoppers look at fewer criteria and place more emphasis on criteria such as familiarity. Knowing the specific attributes that appeal to particular groups of consumers can provide food and beverage companies an edge in strategic planning. In reality, a wealth of wellness options is waiting.