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Our Panelists
Laura Frerer Schmidt
Publisher
Marlea Clark
Executive Vice President
Marketing & Insights

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The Wellness Lifestyle is Mainstream
Wellness is defined as
The quality or state of being healthy in body and mind,
especially as the result of deliberate effort

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The Wellness Lifestyle is Mainstream
In 2014, Women’s Marketing
partnered with Rodale, publisher of
Women’s Health, to explore an
emerging trend—we saw health and
wellness creeping into every aspect
of women’s lives
Source: Women’s Marketing and Rodale Health Study 2014

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The Wellness Lifestyle is Mainstream
Our research revealed that women
were increasingly interested in
pursuing a healthy lifestyle beyond
the gym
They were seeking health and
wellness in all aspects of their
lives including: beauty, fitness
apparel, nutrition & travel

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The Wellness Lifestyle is Mainstream
We predicted that health and
wellness would become
“the next trillion dollar industry”
Today, wellness is a
$3.4 trillion
mega-industry
Source: GMI Global Spa & Wellness Economy Monitor Report

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Laura Frerer Schmidt
Publisher, Women’s Health

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Marlea Clark
EVP Marketing & Insights, Women’s Marketing

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Who is the Wellness Consumer?
Seven in ten women say,
“My health and wellness are priorities for me”
Source: Forrester Profiling US Health-Conscious Consumers

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Who is the Wellness Consumer?
53% of Millennials value health and wellness above work,
spirituality, and even friends
84% exercise at least once per week
69% take vitamins, minerals and supplements
Nearly half consider healthy eating a lifestyle choice as opposed
to a goal-driven diet
Millennials are leaders in the healthy
lifestyle movement
Source: Yahoo Health Study, 2015; Mintel Vitamins, Minerals & Supplements 2015

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Who is the Wellness Consumer?
Just as health and
wellbeing has crept into
every category, the
wellness lifestyle is
pervasive among
women of all age groups
Millennials to Boomers

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85% of women in the U.S. believe that
age is becoming less relevant
Source: Olay What Women Thick About Skin Aging

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A Mindset Beyond Age
We are now living in an ageless
era where women are defined
by how they act, think, and
feel rather than by the date on
their birth certificate
Source: Olay What Women Think About Skin Aging

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A Mindset Beyond Age
40% of seniors exercise regularly
78% take vitamins, minerals
or supplements
20% are currently dieting
55% cut calories to lose weight
Boomers are living longer,
healthier lives
Sources: Pew Research, Baby Boomers, Mintel Seniors and Health, 2015

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A Mindset Beyond Age
Source: The Futures Company, MetLife Mature Market Institute Boomers in the Middle
Longer life span means a greater
emphasis on “optimal living” and
an emphasis on quality of life
Increased leisure time = more time to
research and discover products, more
time to absorb knowledge, & more time
to enjoy life
Staying in the labor force longer—
unemployment rate for Baby Boomers
is lower than their younger
counterparts

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The Fitspo Enthusiast: A Psychographic Profile

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Who is the Fitspo Enthusiast?
KAYLA DEMOGRAPHICS
Female, 35 years old. Kayla is a Caucasian woman who lives with her husband and young
children in a Pacific (California, Washington) suburb. She has discretionary income
(HHI $88K) to spend on products and activities that allow her to look and feel her best.
As a mom, Kayla strives to set an example for her children by maintaining a healthy
lifestyle—one which she hopes her children will emulate as they grow.
LIFESTYLE
Kayla is a go-getter, both at home and at work. She is internally competitive, and always
strives to provide more for her kids; she encourages her children to keep active and engage
in extracurricular sports at school. Kayla, herself, is 9x more likely than other women to take
a kickboxing or yoga class.
Kayla is young, family-oriented, and ambitious. She likes maintaining many of the traditions
and routines that began before she had children, just adapting them to her new life.
Shopping, traveling, and keeping a beautiful home are just a few of her pastimes outside the
open running trail.
Source: GfK MRI Fall 2015 (Target: W25-44; Engages in exercise at least 2-3 times per month and tries to
eat healthy and pay attention to her nutrition); CubeYou (Active & Fit Women); Mintel

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The Fitspo Enthusiast: Psychographics
She gravitates towards purchasing organic foods or those made with natural
ingredients. She prefers stocking her pantry with nutritious foods for both her
and her kids. Bonus: She’ll be vocal about the brands she loves!
ORGANIC-HAPPY
She is just as aware of the products she uses on her body as those she puts
in her body; actively looks for products that enhance and maintain her natural
beauty
BEAUTY FROM WITHIN
She spends a lot of time outdoors, participating in social events like themed
races (Color in Motion, Warrior Dash) music festivals (Joshua Tree)
OUTDOOR FITNESS & MUSIC MAVEN
Source: GfK MRI Fall 2015 (Target: W25-44; Engages in exercise at least 2-3 times per month and tries to
eat healthy and pay attention to her nutrition); CubeYou (Active & Fit Women)

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What Motivates and Engages Her?

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The Fitspo Enthusiast: Her Motivations
Health-oriented consumers are
not only driven to “do what’s
right” for their mind and body,
they’re also motivated by an
attitude of carpe diem and an
essential desire to realize
personal happiness through
immersive experiences
Source: Forrester 2016, Profiling US Health-Conscious Consumers

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The Fitspo Enthusiast: Her Motivations
Speaks most positively and passionately about
Self-improvement, physical beauty, travel
“The happiest moments of my life are
when I’m learning, discovering and
having fun with my family, whether it
be camping, fishing, or hiking”
- Female, 25-34
Source: NetBase aggregated social listening data, July 2014-2015 US);
Forrester’s Consumer Voices Market Research Online Community

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The Fitspo Enthusiast: Her Motivations
Speaks most negatively and passionate about
Illness/injuries, tough decisions, mistakes/regrets
“I feel frustrated when I can’t do the
things I want to accomplish in my day.
One of my greatest fears is that my
husband and I will miss the chance to
do all that we want in life”
- Female, 45-54
Source: NetBase aggregated social listening data, July 2014-2015 US);
Forrester’s Consumer Voices Market Research Online Community

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How She Consumes Media

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The Fitspo Enthusiast: Media Consumption
Device Ownership
Mobile Phone
95%
Desktop
64%
Tablet
48%
Internet-Connected TV
27%
Fitspo Enthusiasts Are Tech Forward
Source: Forrester’s North American Consumer Technographics Online Benchmark® Survey, 2016

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The Fitspo Enthusiast: Media Consumption
• She spends more time online than other women and reads just as
many magazines, but watches less TV
• She spends 21 hours per week using her mobile, and 18 hours
using her tablet which is on par with the average female consumer.
She is quicker to take action on mobile (research, purchase) than
others
• More active on social than other consumers; she is an especially
heavy user of Instagram, Pinterest, YouTube and Facebook – she
wants to be entertained
MEDIA CONSUMPTION
MOBILE RETAIL ACTIVITY* SOCIAL MEDIA USAGE
86%
USE FACEBOOK
65%
USE YOUTUBE
48%
USE PINTEREST
40%
USE INSTAGRAM
18%
USE LINKEDIN
18%
USE TWITTER
Reads 9
magazine
issues/month
Watches 22
hours of
TV/week
Spends 20
hours
online/week
Source: GfK MRI Fall 2015 (Target: W25-44; Engages in exercise at least 2-3 times per month and tries to
eat healthy and pay attention to her nutrition); Forrester *Based on W25-44
67% FOR WOMEN 49% FOR WOMEN 30% FOR WOMEN
24% FOR WOMEN 12% FOR WOMEN 12% FOR WOMEN
19.6 FOR
WOMEN
9.3 FOR
WOMEN
32.3 FOR
WOMEN
28%
34%
49%
22%
48%
63%
Redeem Coupons
Make Purchases
Research Products
Tablet Mobile

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The Fitspo Enthusiast: Media Consumption
• 21% of Fitspo enthusiasts who own a
smartphone access health and
wellness on their mobile phone and
24% on tablet
• Often these consumers spend time on
health-specific apps while
simultaneously engaging with social
networking sites and checking email
Fitspo Enthusiasts Multitask Across Platforms and Devices
Source: Forrester’s North American Consumer Technographics Online Benchmark® Survey, 2016

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The Fitspo Enthusiast: Media Consumption
The Fitspo Enthusiast: App Use by Device
Most used mobile apps Most used tablet apps
72% maps/navigation
70% social networking
44% games
21% health/wellness
68% email
57% TV/video
53% games
24% health/wellness
Source: Forrester’s Mobile Audience Data Q4 2015 US

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The Fitspo Enthusiast: Media Consumption
Fitspo Enthusiast’s Top Mobile Apps
1. exercise/fitness
2. calorie counter
3. nutrition or healthy recipe
82% of consumers who use
fitness trackers exercise at least
once in an average week
66% believe mobile apps
improve their current health
Source: Kantar Health Apps/Mobile Devices in 2015 MARS Consumer Health Study

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Meet the “Passionista”

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Meet the Fitspo Enthusiast
For this audience, wellness is the new black
Living a healthy, vibrant life is her priority!
Watch this video to understand how these women
prioritize their health and personal passions and
how this relates to brands and media

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The Future of Fitspo

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The Future of Fitspo: Top Trends
Mindfulness & Conscious Consumption
Eco-friendly products and services
Ethically sourced and produced products
Transparency in sourcing and manufacturing
Authentic social responsibility programs
66% of consumers are
willing to pay extra for
products and services that
come from companies who
are committed to positive
social and environmental
impact
Source: Nielsen The Sustainability Imperative October 2015

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The Future of Fitspo: Top Trends
High Tech Health & Fitness
Innovations in high-performance
active wear
Augmented reality body scanners
and apps
Virtual reality workouts
Genetically-tailored health and
nutrition programs
Source: Mintel Help Me Help Myself, Trends 2016

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The Future of Fitspo: Top Trends
Experience is Everything
Continued interest in wellness travel
including: spa, adventure, eco-tourism,
& agro-tourism
Energy claims will be a key
conversation starter as consumers
increasingly desire more energy to lead
active lives
Exercise evolves as a social activity
Source: Mintel Millennial Travelers, April 2016; Forbes Consumer Trends in Health and Wellness

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The Fitspo Enthusiast: Key Takeaways
• Health-conscious is not only a descriptor, it drives consumer behavior
• For millions of American women, wellness is a way of life and a rich opportunity
for brands
• The wellness lifestyle is impacting every category – from beauty to travel to vitamins
and supplements
• Their psychological needs spark their broader lifestyle choices
• Instead of consumers finding brands, brands must be where consumers are – digital,
mobile, and on social media
• Marketers must take a holistic approach to media, with a consistent brand voice,
message and experience across digital, mobile, print, social, e-tail, and retail

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Thank you for joining our webinar!
Want to learn more?
Have questions or want to learn
more about reaching health and
wellness lifestyle consumers?
Contact Marlea Clark at
mclark@womensmarketing.com
Women’s Marketing
womensmarketing.com
New York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500
Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880

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Thank You!