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January 14, 2002
BELLEVUE, Wash.--The mid-level wellness consumer represents thebiggest segment of the wellness market, but reaching this group continues to vexmarketing 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 thatthese consumers hope to achieve and what activities they are pursuing, ratherthan defining them by the bookends of periphery and core consumers.
For example, the mid-level wellness consumer has incorporated aspects ofcommunity into the fabric of a wellness regime, with 46 percent in agreementthat participating in community activities is important. "They may try toeat right but don't exercise enough," the report stated. "Or they mayexercise regularly but can't seem to keep control of the stress in theirlife." Their continued experimentation is what eventually advancescommitment to wellness behaviors.
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