Chapter V reflects our findings about how consumers identify and evaluate wellness products, specifically how labeling information affects product purchase. While we found that consumers ignore product labels on some occasions, it is important to understand how consumers read labels, what they are reading on the package, and on which occasions. This chapter examines how each wellness consumer segment differs in terms of their label reading behavior.
This report takes an in-depth look at how these wellness consumers' lifestyles, shopping habits, and product usage have changed over the past five years and what that trajectory foreshadows about the future. Starting with a baseline of research published in our 2000 Wellness Lifestyle Shopper Study, we incorporated national quantitative and qualitative research in early 2005 to produce a longitudinal look at how wellness consumers live, shop and buy.
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