Hartman Identifying Mid-Level Wellness Consumers
BELLEVUE, Wash.--The mid-level wellness consumer represents the biggest segment of the wellness market, but reaching this group continues to vex marketing companies, according to the market research firm The Hartman Group (www.hartman-group.com). However, its recent report suggests the key is to understand the goals that these consumers hope to achieve and what activities they are pursuing, rather than defining them by the bookends of periphery and core consumers.
For example, the mid-level wellness consumer has incorporated aspects of community into the fabric of a wellness regime, with 46 percent in agreement that participating in community activities is important. "They may try to eat right but don't exercise enough," the report stated. "Or they may exercise regularly but can't seem to keep control of the stress in their life." Their continued experimentation is what eventually advances commitment to wellness behaviors.