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New study uncovers hidden wellness market segments

18 Jul 2024 A thought-provoking, US national probability study, The WELLSurvey™, has revealed that the majority of Americans now include several health and wellness practices in their everyday lives. They also view the concepts of 'wellness' and 'wellbeing' differently.

The study, which reflects the sentiments of 88 million households, also discovered four distinct consumer market segments, each promising a wealth of opportunities for spa and wellness industry innovators.

The WELLSurvey was co-authored by Civano Advisory Services’ CEO, Kevin Kelly, a renowned spa figure with more than two decades of experience, and Dr Peter Yesawich, co-founder and former vice chair of leading international travel and tourism marketing agency MMGY Global.

The work is one of the first of its kind to examine health and wellness attitudes, behaviours and intentions of Americans and to provide actionable insights on how to reach various market segments.

Deconstructing wellness and wellbeing
Based on 1,002 participants aged between 25 and 74, representing the top half of US households (defined by annual income), the research tested respondents' perceptions of the terms 'wellness' and 'wellbeing'.

Findings from The WELLSurvey showed that consumers have difficulty articulating any differences between the two concepts, presumably because of the industry’s conflated use of the two terms.

When presented with suggested definitions, however, consumers link wellness to more tangible, measurable activities that boost healthy living, while they view wellbeing in more abstract, aspirational and emotional terms associated with different lifestyle benefits.

Four goldmine market profiles
Further analysis revealed the existence of four unique market segments, each with distinctive wellness and wellbeing habits, interests and lifestyle profiles. The survey includes an in-depth profile of each.

“These profiles,” says Kelly, “represent key markets for providers to create new products, services and experiences.”

However, he adds: "The sector must address the market confusion around [wellness and wellbeing] terms and standards used by providers today to capitalise on the exciting growth opportunities that align with emerging consumer attitudes and interests."

Exclusive insights await
Although the initial WELLSurvey is based on US consumers, the authors already have plans to take the instrument to Europe next year.

Spa Business magazine will offer an exclusive, in-depth exploration of the four wellness and wellbeing market segments identified by The WELLSurvey in its upcoming issue. Sign up here to ensure you don't miss the scoop.