Chapter IV analyzes the relationship between consumer perceptions and their actual behavior when it comes to wellness products and services. Specifically, we outline which products consumers consider important to their wellness lifestyle, and which products they actually purchase. Most consumer categories showed an increase in importance to consumers from 2000 to 2005, (including food and beverage, organics, vitamins, minerals, and herbal supplements), but not all have seen an increase in purchases. We also investigate the growth potential of various wellness products and services. We identify the categories that have gone mainstream, the categories most likely to become mainstream soon and those with the lowest potential for pending consumer acceptance. | 
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