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Description

Description

Covered in this report

This report will explore consumer trends and behaviors toward managing personal health. It will also explore consumers’ 2020 health management goals, motivators for setting goals, how goals are achieved and help companies and brands better understand and market to consumers.

"The start of a New Year and new decade has people inspired and setting numerous goals to improve their health and wellbeing. While setting goals is the first step, it’s also the easiest. It’s keeping the motivation throughout the entire year, and even decade, that most people need help with. This is where brands can provide the tools, encouragement, motivation and fun to help people achieve their health and wellness goals. The expanding health and wellness culture allows for brands in most categories to tap into the power of health and wellness to gain consumers’ attention and support their healthy initiatives."

- Marissa Gilbert, Associate Director - Health & Wellness

This Report looks at the following areas:

  • Too many goals challenge success
  • Efforts are small and difficult to measure
  • Older adults are less open to brand intervention

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Top takeaways
          • The issues
            • Too many goals challenge success
              • Figure 1: 2020 health and wellness goals – Any do (net), November 2019
            • Efforts are small and difficult to measure
              • Figure 2: Small changes and big changes to improve health, November 2019
            • Older adults are less open to brand intervention
              • Figure 3: I don’t need help to achieve my goals, by age, November 2019
            • The opportunities
              • Keep the goals going year round
                • Figure 4: 2020 health and wellness goals, November 2019
              • Make it fun and supportive
                • Figure 5: Ways to support health and wellness goals, November 2019
              • Build communities
                • Figure 6: Tools used to achieve health and wellness goals – Used/interested in using (net), by age and parental status, November 2019
              • What it means
              • The Market – What You Need to Know

                • Health continues to be Americans’ top focus
                  • What’s in a number? Insight into 2020 health and wellness goals
                    • Mental health hotline could be the tipping point
                    • Market Perspective

                      • Health is wealth
                        • Figure 7: Top 2019 goals, February 2019
                      • Healthy eating is already on people’s radar; but it’s complicated
                        • Figure 8: Eating habits, September 2019
                        • Figure 9: Select attitudes on healthy diets, September 2019
                      • Everybody exercises, but not everybody works up a sweat
                        • Figure 10: Exercise frequency, September 2018
                    • Market Factors

                      • Age influences 2020 health and wellness goals
                          • Figure 11: 2020 health and wellness goals – Any do (net), by age, November 2019
                        • Mental health is getting three-digit support; more accessible care still needed
                          • Figure 12: Online searches of mental health, 2015-19
                      • Key Players – What You Need to Know

                        • Kids, pets and getaways keep people healthy
                          • Dream goals
                            • More personality please
                              • A healthy lifestyle isn’t attainable for all
                                • Hi, my name is . . .
                                  • Digital tools predict feelings and push efforts
                                  • What’s Working

                                    • Kids and pets keep people healthy and engaged in wellness
                                      • Figure 13: Children/grandchildren and pets’ impact on health and wellbeing, November 2019
                                    • Getaways offer respite, but that’s not all people want on vacation
                                      • Figure 14: Four Seasons creative, Four Seasons Hotels and Resorts, April-June 2019
                                      • Figure 15: State of Michigan creative, Pure Michigan campaign, June-August 2019
                                    • Sleep health gets the New Year push
                                      • Figure 16: Casper Facebook post, December 2019-January 2020
                                      • Figure 17: 2020 health and wellness goals – Start doing, November 2019
                                  • What’s Struggling

                                    • Can health and wellness branding be fun?
                                      • Figure 18: Hims erectile dysfunction Instagram post, January 2020
                                    • Access to health and wellness isn’t equal or reflective of a diverse US
                                      • Figure 19: More money to achieve health and wellness goals, by household income, November 2019
                                  • What to Watch

                                    • Support groups need new life
                                      • Figure 20: Interested in using support groups to achieve health and wellness goals, by age, November 2019
                                    • Alexa, tell me how I’m feeling
                                      • Accountability chatbots are the future wellness coaches
                                        • Figure 21: Health technology attitudes and behaviors, by generation, November 2018
                                    • The Consumer – What You Need to Know

                                      • New year, new decade, lots of goals
                                        • Health is the basis for setting resolutions
                                          • Familiar, low-cost tools are preferred to help reach goals
                                            • Fun is essential
                                              • Health and wellness market doesn’t exist in a vacuum
                                                • Taking control of health through small steps forward
                                                • 2020 Health and Wellness Goals

                                                  • Adults are ambitious in their goal setting
                                                    • 2020 goals focus on optimizing the good
                                                      • Figure 22: 2020 health and wellness goals – Any do (net), November 2019
                                                    • Current efforts will need a refresh in 2020
                                                      • Figure 23: 2020 health and wellness goals, November 2019
                                                    • Parents need a push to jumpstart their goals
                                                      • Figure 24: 2020 health and wellness goals – Start doing, by parental status, November 2019
                                                      • Figure 25: Sleep deprivation is not a badge of honor, April 2019
                                                    • Learning from their elders
                                                      • Figure 26: Quit/limit alcohol, quit smoking/vaping and reduce use of technology – Start doing, by age, November 2019
                                                  • Reasons for Setting Goals

                                                    • Health is the basis for goal setting, but tap into happiness
                                                      • Figure 27: Advocate Health Care Connect to Your Health – Anytime, Anywhere, January 2019
                                                      • Figure 28: Olly Nutrition #Happyinsideout, January 2019
                                                      • Figure 29: Reasons for goal setting, November 2019
                                                    • Young adults want a push and a payout
                                                      • Figure 30: Reasons for goal setting, by age, November 2019
                                                    • Black consumers have more specific drivers
                                                      • Figure 31: Reasons for goal setting, by Black, non-Hispanic, November 2019
                                                  • Tools Used to Achieve Health and Wellness Goals

                                                    • Familiar, low-cost tools the go-tos to achieve health and wellness goals
                                                      • Figure 32: Tools used to achieve health and wellness goals, November 2019
                                                    • Younger adults are still figuring it out and turning to tools to help
                                                      • Figure 33: Tools to achieve health and wellness goals – Used/interested in using (net), by age, November 2019
                                                    • Parents rely on their village and technology
                                                      • Figure 34: Tools to achieve health and wellness goals – Used/interested in using (net), by parental status, November 2019
                                                  • Ways to Support Goals

                                                    • Make it fun, but encouraging
                                                      • Figure 35: Ways to support health and wellness goals, November 2019
                                                    • Seniors rely least on external support
                                                      • Figure 36: I don’t need help to achieve my goals, by age, November 2019
                                                    • Young adults will take all the support they can get
                                                      • Figure 37: Ways to support health and wellness goals, by age, November 2019
                                                  • Health Culture

                                                    • Health and wellness isn’t just an industry, it’s a culture
                                                      • Figure 38: Impact on health and wellbeing, November 2019
                                                    • Kids and pets positively impact consumers
                                                      • Getting away can provide a boost in more ways than one
                                                        • Figure 39: Hilton Worldwide Keep Wellness on the Agenda creative, October 2019-January 2020
                                                      • Status and media have more positive impact on young men
                                                        • Figure 40: Impact of select categories on health and wellbeing, by age and gender, November 2019
                                                    • Health Identity

                                                      • In control of your own destiny
                                                        • Figure 41: Health identity, November 2019
                                                        • Figure 42: Agree health is a luxury and being healthy is trendy, by gender and age, and race and Hispanic origin, November 2019
                                                      • People are making small and obtainable changes
                                                        • Figure 43: Made changes to improve health, November 2019
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                            • Appendix – The Market

                                                                • Figure 44: Population aged 18 or older, by age, 2014-24

                                                            This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                            • Market

                                                              Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                            • Consumer

                                                              Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                            • Brand/Company

                                                              Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                            • Data

                                                              Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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