Where are you on the health-and-wellness consumer scale?

Today’s health-and-wellness consumers can't be defined by demographics; all incomes, genders, educational backgrounds and ethnicities are represented according to a new study released by the Colorado Springs, Colo.-based Global Market Development Center’s (GMDC) Educational Foundation.

Three key segments of health-and-wellness consumers emerge: Core (13 percent), Mid-level (62 percent) and Periphery (25 percent). Almost the entire U.S. population fits into one of these segments.

• Core consumers are most lifestyle-involved in health and wellness, and serve as trendsetters for other consumers. It’s a major life focus for them.
• Mid-level consumers are moderately involved in the lifestyle, and tend to follow some of the trends set by the Core group and purchase large amounts of both conventional and health-and-wellness-specific products.
• Periphery consumers are the ‘entry-level’ health-and-wellness consumers, and are more reactive than proactive when it comes to health and wellness.

There’s a constant evolution toward the Core group over time, driven by triggers such as life stages and illness.

Within health-and-wellness product categories, the study found that there is a “Predictable Product Adoption Path,” showing the order by which consumers typically introduce product categories into their wellness regimens as they evolve from Periphery toward the Core.

For example, new parents may buy organic baby food and then try some organic foods themselves, followed by organic and natural products in other categories such as personal care.