New M Booth Survey Reveals a Burgeoning Health Consciousness In Consumer Purchase Decisions
Today's consumers more likely to weigh product health benefits before buying than two years ago.
New York, NY (PRWEB) November 11, 2008 -- Health concerns are changing the way they buy. Three-quarters of Americans, 18 years and older, say they are more health conscious now when they make purchasing decisions than they were two years ago, according to the Better For You Index, a new poll released today by M Booth & Associates, a New York-based PR firm. The top product categories where health concerns are more important now are pasta and frozen meals, oral care, cereals, beverages, and packaged foods.
The poll, conducted by Harris Interactive in June 2008, is a proprietary index commissioned by Booth's new practice area, "Better For You," launched recently to help position brands that enhance personal health and well-being.
"We know that consumers are growing more health savvy everyday about many popular consumer products," said agency president Margaret Booth, president of M Booth. "Whether it's pasta or toothpaste, consumers want products that enhance their health either via new ingredients, reformulation or new variants," she said.
The survey also showed that women are more health conscious than men when it comes to purchases, and adults in the East and West Coasts beat out the Midwest and South in health awareness.
"This is good news since women make most of a families purchase decisions in personal and food products," she said. In fact, 92% of American women say they're trying to introduce better food choices for their families - a fact behind 44% growth in the functional beverage and food category between 2002 and 2008.
"In just a few short years, functional foods and beverages have emerged from a niche market to a mainstream market category," she said. "As the market matures and expands, solid science and clear communication around claims are pivotal in building consumer confidence and capturing market share."
This month, M Booth launched a new practice - called "Better For You" - to help brands frame and communicate "better for you" product benefits. The practice taps the strengths of its consumer brand insights and experience in identifying and interpreting the medical, health and scientific information behind new "healthy" ingredients and formulations. It will be co-led by senior vice presidents and PR agency veterans Rich Goldblatt and Joyce Yaeger who have extensive knowledge in consumer health and wellness.
Methodology:
The M Booth Health Conscious Purchasing survey was conducted online with the U.S. by Harris Interactive between July 23 and July 25 among 2,017 adults ages 18+. Results were weighted as needed on the basis of region, age within gender, education, household income and race/ethnicity. Propensity score weighting was also used to adjust for respondents' propensity to be online. The data have been weighted to reflect the composition of the U.S. adult population.
About M Booth & Associates:
M Booth & Associates, www.mbooth.com, is the communications agency of choice for boosting power brands. With a staff of 70, the agency offers expertise in consumer packaged goods, corporate, fashion & retail, health-care, not-for-profit/corporate philanthropy, and travel & lifestyle - and a network of 40 affiliate agencies in North America, Europe, Asia and Latin America. The agency is also a founding member of CONVERGE™, a network of leading mid-sized agencies in the United States.
###
Post Comment:
Trackback URL: http://www.prweb.com/pingpr.php/Q291cC1NYWduLVpldGEtSW5zZS1UaGlyLVNpbmctWmVybw==
Bookmark -
Del.icio.us |
Furl It |
Technorati |
Ask |
MyWeb |
Propeller |
Live Bookmarks |
Newsvine |
TailRank |
Reddit |
Slashdot |
Digg |
Stumbleupon |
Google Bookmarks |
Sphere |
Blink It |
Spurl
|
