The healthy living and wellness lifestyle market comprises innumerable products and services from dietary supplement and natural/organic foods to natural personal care and household products. As always, how and why consumers adopt various products as part of a personalized wellness lifestyle represents the common element linking these disparate products. This chapter will place the analysis of natural personal care and natural household products purchase and use within the broader context of the purchase and use of all wellness products.

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The Hartman Group, Inc. is a full-service consulting and market research firm offering a wide range of services and products focusing on the health and wellness markets. Our experienced staff, with diverse, yet complementary backgrounds are experts in providing trade reports, syndicated studies, strategic consulting and customized research. This team has extensive knowledge and experience in marketing, business management, retail anthropology, sociology, nutrition, healthcare management, consumer economics and statistics.