Table of Contents
Executive Summary
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- Top takeaways
- The issues
- Too many goals challenge success
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- Figure 1: 2020 health and wellness goals – Any do (net), November 2019
- Efforts are small and difficult to measure
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- Figure 2: Small changes and big changes to improve health, November 2019
- Older adults are less open to brand intervention
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- Figure 3: I don’t need help to achieve my goals, by age, November 2019
- The opportunities
- Keep the goals going year round
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- Figure 4: 2020 health and wellness goals, November 2019
- Make it fun and supportive
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- Figure 5: Ways to support health and wellness goals, November 2019
- Build communities
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- 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
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- 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
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- Health is wealth
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- Figure 7: Top 2019 goals, February 2019
- Healthy eating is already on people’s radar; but it’s complicated
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- Figure 8: Eating habits, September 2019
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- Figure 9: Select attitudes on healthy diets, September 2019
- Everybody exercises, but not everybody works up a sweat
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- Figure 10: Exercise frequency, September 2018
Market Factors
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- Age influences 2020 health and wellness goals
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- 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
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- Figure 12: Online searches of mental health, 2015-19
Key Players – What You Need to Know
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- 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
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- Kids and pets keep people healthy and engaged in wellness
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- 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
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- Figure 14: Four Seasons creative, Four Seasons Hotels and Resorts, April-June 2019
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- Figure 15: State of Michigan creative, Pure Michigan campaign, June-August 2019
- Sleep health gets the New Year push
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- Figure 16: Casper Facebook post, December 2019-January 2020
- Figure 17: 2020 health and wellness goals – Start doing, November 2019
What’s Struggling
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- Can health and wellness branding be fun?
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- Figure 18: Hims erectile dysfunction Instagram post, January 2020
- Access to health and wellness isn’t equal or reflective of a diverse US
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- Figure 19: More money to achieve health and wellness goals, by household income, November 2019
What to Watch
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- Support groups need new life
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- 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
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- Figure 21: Health technology attitudes and behaviors, by generation, November 2018
The Consumer – What You Need to Know
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- 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
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- Adults are ambitious in their goal setting
- 2020 goals focus on optimizing the good
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- Figure 22: 2020 health and wellness goals – Any do (net), November 2019
- Current efforts will need a refresh in 2020
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- Figure 23: 2020 health and wellness goals, November 2019
- Parents need a push to jumpstart their goals
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- Figure 24: 2020 health and wellness goals – Start doing, by parental status, November 2019
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- Figure 25: Sleep deprivation is not a badge of honor, April 2019
- Learning from their elders
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- Figure 26: Quit/limit alcohol, quit smoking/vaping and reduce use of technology – Start doing, by age, November 2019
Reasons for Setting Goals
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- Health is the basis for goal setting, but tap into happiness
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- Figure 27: Advocate Health Care Connect to Your Health – Anytime, Anywhere, January 2019
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- Figure 28: Olly Nutrition #Happyinsideout, January 2019
- Figure 29: Reasons for goal setting, November 2019
- Young adults want a push and a payout
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- Figure 30: Reasons for goal setting, by age, November 2019
- Black consumers have more specific drivers
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- Figure 31: Reasons for goal setting, by Black, non-Hispanic, November 2019
Tools Used to Achieve Health and Wellness Goals
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- Familiar, low-cost tools the go-tos to achieve health and wellness goals
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- 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
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- 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
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- Figure 34: Tools to achieve health and wellness goals – Used/interested in using (net), by parental status, November 2019
Ways to Support Goals
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- Make it fun, but encouraging
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- Figure 35: Ways to support health and wellness goals, November 2019
- Seniors rely least on external support
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- 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
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- Figure 37: Ways to support health and wellness goals, by age, November 2019
Health Culture
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- Health and wellness isn’t just an industry, it’s a culture
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- 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
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- Figure 39: Hilton Worldwide Keep Wellness on the Agenda creative, October 2019-January 2020
- Status and media have more positive impact on young men
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- Figure 40: Impact of select categories on health and wellbeing, by age and gender, November 2019
Health Identity
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- In control of your own destiny
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- Figure 41: Health identity, November 2019
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- 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
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- Figure 43: Made changes to improve health, November 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 44: Population aged 18 or older, by age, 2014-24
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