#Fitspo: How Wellness is Disrupting Brands

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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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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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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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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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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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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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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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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 enjoys treating her kids to the

toys they want, and is willing to

spend more for products that will

make them happy, particularly at

pricier retailers like American Girls

and Melissa & Doug

‘GAME’ FOR ANYTHING

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


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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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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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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• 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


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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• 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: 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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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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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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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

[email protected]

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!