The Hartman Group has released statistics which show consumer involvement in health and wellness.

The study has revealed that consumers think, live and shop differently depending on where they are ‘within the world of health and wellness’.

The ‘Hartman World Model’ shows intensity of engagement based on world activities.

The core consumer – the most intensely involved in health and wellness – make up 13 per cent of the consumer audience and are considered to be early adopters, trendsetters and evangelists.

The mid-level consumer is not as committed as the core consumer, but is key in the success of any potential trend, adopting new ideas launched from the core. This group makes up 62 per cent of wellness consumers.

The third group is the periphery consumer who is the least involved in health and wellness. Making up 25 per cent of wellness consumers, these people typically understand that they should eat well and exercise, even if it’s not something they act on consistently.

Importantly, the report also states that for the first time all consumers are now sharing in a broadened, personal, proactive wellness perspective.

“While consumer segments may continue to vary in their level of knowledge, their degree of influence and their intensity of engagement in wellness institutions, they now largely share the idea that health and wellness is about a higher quality of life for longer,” an excerpt form the report reads.

“This broadened notion of wellness has become a tacit part of culture rather than a lifestyle choice or an alternative movement.”

As well as documenting involvement in the sector, the report also shows that over the past decade, the sector has experienced a “shift away from a perfunctory, ascetic, reactive and compliant notion of wellness to one that is more experiential, positive, holistic, proactive and self-assessed”.

The statistics are available to view in the document Consumer Involvement in Health and Wellness By the Numbers

A graphic example of the consumer numbers is available here, while an overview of the report can be found here.

For those wishing to purchase a complete version of the study, Health + Wellness 2013 A Culture of Wellness can be found here.