Healthy Lifestyle Consumer Behaviros

• Healthy lifestyle consumers are segmented into four groups - casual dieters, fitness fanatics, whole wellness body gurus, and organic consumers.
• The four groups identify with different hobbies and interests. For example, the top topics for the fitness fanatics group include workout, journey, health, and weight, while their top #hashtags on social media include #fitfam, #fitness, #motivation, and #workout.
• Research shows that Gen Z are more likely to be casual dieters, meanwhile more Baby boomers than any generation practice whole body wellness. More Millennials belong to the fitness fanatic segment.
• On average, more women 85%, versus men 15% discuss the paleo diet. Likewise, more women 70% compared to men 30% count calories. Overall, more women 69% versus men 31% discuss diet items like whole30, keto, low carbs, vegan, etc.

Attitudes of Health Lifestyle Consumers

• Research shows that Millennials and Gen Z are more than willing to pay a premium to have a healthy lifestyle.
• Millennials view wellness as an ongoing commitment.
• Gen Z’s attitude to consumption is more of an expression of identity and a subject of ethical concern.
• Consumers are increasingly becoming focused on mental health, characterized by making active changes in their daily behaviors to achieve a more balanced lifestyle.

Summary of Findings

• The first hour of research shows that demographic and psychographic data about the healthy lifestyle consumer is available in the public domain; however, it is scattered across various reports analyzing the many sub-groups that make up the whole segment. In this regard, continued research focusing on the broader segment and these sub-groups will likely unearth more psychographic and demographic data.
• In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports addressing your goals.