In this issue of [N]sight we'll look at how women and mothers influence the wellness purchases in today's families. From nearly any angle, and as found in both our quantitative and qualitative research, women drive not only the majority of purchase and use in nearly every wellness sector and behavior, but they also drive those around them to purchase and use health and wellness products and services. Eighty-three percent (83%) of core wellness shoppers are women, followed by 79% in the huge mid-level wellness segment. Because women are the primary decision-makers at the shelf (historically Food Marketing Institute has shown that over 80% of grocery purchases are made by women), they are heavily involved in influencing wellness attitudes and behaviors. Women are out in the retail world seeing what products are available, trial purchasing and leading their families into wellness. This is not to say that men are inconsequential, it is only that from the perspective of health and wellness product and service adoption, women play a vital role in initiating and maintaining both current and new markets for products in this sector. Also in this issue, we'll examine the dynamic between parents and children, and who's really leading the wellness charge in the grocery store.
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