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© NMI, 2017 Healthy Aging Consumer Tracker Study. All rights reserved 1
13th Edition Healthy Aging in America
Since 2005, examines the role of aging across a comprehensive range of drivers related to healthy aging opportunities among over 20 industries.
2017 Participation Opportunities
2017 NMI Consumer Trends Tracker study
© NMI, 2017 Healthy Aging Consumer Tracker Study. All rights reserved 2
The Elements of Healthy Aging Include a Multidimensional View
Financial State
Health Status
Lifestyle FactorsNutrition
Healthcare
Social Media
Healthy Aging
Technology
Caregiving
Leisure
Retirement
Volunteerism
© NMI, 2017 Healthy Aging Consumer Tracker Study. All rights reserved 3
The Healthy Aging Database Summary Content/Scope
Information Sources:
•Sources of influence
•Healthcare dynamics
• Retail stores shopped
• Personal influence on topics
•30+ websites used
Attitudinal Measures:
•200+ attitudes surrounding
major industries and
categories
• 50+ advertising/marketing
attitudes
•50+ healthy aging drivers
Usage Patterns:
•8 distinct industries
•50+ product categories
•120 specific product
attributes
Behavior/Demo’s:
• 25 food categories
• 30+ conditions managing
• 25+ technology usage
and internet activities
• Caregiving behaviors
• Purchasing influencers
• Demographics, including
investments, health
insurance
© NMI, 2017 Healthy Aging Consumer Tracker Study. All rights reserved 4
Traditionalists
12% of GP
Help Seekers
21% of GP
Que Sera, Seras
15% of GP
Balancers
24% of GP
Active Agers
17% of GP
First Adopters
11% of GP
Belief
•Home, health, and
happiness are the
markers of a life well-
lived
Belief
• Life is a challenge; but
proper direction and
guidance can turn
challenges into
opportunities
Belief
•Live for the day, you
never know what
tomorrow will bring
Belief
•Stay centered and keep all
aspects of life balanced
Belief
•Live a good life by
maintaining a positive attitude
and staying healthy and active
Belief
•Stay current; seek out new
solutions to stay at the top
of your game
Lifestyle factors
•Maintaining brain health
•Preventing disease
•Relationships, especially
with doctor
Lifestyle factors
•Desire energy
•Financial health
•Stress relief would improve
quality of life
Lifestyle factors
•Important to have
enough money to live on
•Basic necessities
Lifestyle factors
•Balancing home and work
•Eating nutritiously
•Leisure time is important
•Environmentally-oriented
•Exercisers
Lifestyle factors
• Relationships with family/
friends
• Vacations and travel
• Good support system
• Exercisers
Lifestyle factors
• Having a rewarding job
• Experimental
• Maintaining weight
• Having money to retire
Attitudes
•Live healthy to remain
independent
•Personal relationships
replacing possessions
•Contribute in life
Attitudes
•Seek new ways to manage
health
•Live healthy to get proper
nutrition
•Want to be in control
Attitudes
• Keep stress at bay
• Looking to lighten load
of 24/7 lifestyle
• Tend to live in the
moment
Attitudes
•Seek anti-aging solutions
•Live healthy to keep a
healthy body and mind
•Relax and enjoy life
•Desire individualism
Attitudes
•Inner health equals outward
healthy appearance
•Best years still ahead of me
•Control my destiny
Attitudes
•Usually the first to try new
products and services
•Seek ways to prolong
health and vitality
Demographics
•67 yrs old
•Female skew
•Very high net worth
Demographics
•45 yrs old
•Female skew
•Highest BMI
Demographics
•37 yrs old
•Male skew
Demographics
•44 yrs old
Demographics
•45 yrs old
•Highly educated
Demographics
• 40 yrs old
NMI’s Healthy Aging Segmentation (18+)
© NMI, 2017 Healthy Aging Consumer Tracker Study. All rights reserved 5
NMI Healthy Aging Database: Summary Methodology
Research project methodology:
• Annual quantitative study from 2005 - 2015
– 2017 research will include 12 years of trended data
• 3,000+ U.S. adult sample (general population)
• Balanced to U.S. Census data across key demographics
• Statistically significant at the 95% confidence level to +/- 1.8%
• Conducted via online research methodology
© NMI, 2017 Healthy Aging Consumer Tracker Study. All rights reserved 6
Applications of NMI’s Healthy Aging Research
Previous participants have used this research to:
• Test new product concepts/ideas
• Develop messaging strategies
• Identify new consumer targets/prospects
• Compare buying habits across generations
• Understand how consumers’ attitudes towards brands, brand loyalty and product/service usage change by age
• Develop marketing and media strategies
• And much more…
Applications are customized to your needs….
© NMI, 2017 Healthy Aging Consumer Tracker Study. All rights reserved 7
2017 Healthy Aging Package Timing & Deliverables
Timing
• Participation Deadline: April 30,2017
• Questionnaire Completion: May 2017
• Tracker Study Fields: June and July 2017
• Deliverables: September thru December 2017
Overview:
• Proprietary/custom survey questions (2 minutes)
• NMI custom analysis (100+ page written report)– Analysis of proprietary content (and core trends) with focus on business implications and strategy
• Custom data tables:– Across all sponsor-proprietary and NMI core questions
– Including general population, the 5 NMI healthy aging segments (18+), and 10 custom banner points of sponsor’s choice
• Executive presentation included or on-site consulting session (optional)
© NMI, 2017 Healthy Aging Consumer Tracker Study. All rights reserved 8© 2012, Natural Marketing Institute 8
For more information call your NMI rep or Steve French, Managing Partnerphone: 215-513-7300, ext. 214
fax: [email protected]
Natural Marketing Institute272 Ruth Road
Harleysville, PA 19438
www.NMIsolutions.com
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