Today ’s 360° Approach
To Health
& Beauty
Consumers make health and wellness a priority, approaching it from all directions.
By Susan Viamari
SymphonyIRI Times & Trends
Examining consumer behaviors to discover the reasons and motivations behind their purchases is a complicated matter. And,
given the tumultuous financial situation of the
past few years, there are more factors than ever
driving purchasing decisions.
But, despite how flush (or not) consumers
feel, recent buying patterns indicate that health
and well-being are important to today’s consumers. Many people have shown they will spend
money on products that contribute to a healthy
lifestyle. In fact, recent trends indicate they are
spending hard-earned dollars on healthful foods
and beverages, as well as beauty and personal
care products that offer added ingredients and
performance. Interestingly, many products now
have been designed to touch both the food and
broader beauty segments, paving the way for
“beauty foods” in several markets.
Inner Beauty
Beauty consumers today demand more from the
products they buy—value-added features are
not necessarily a bonus, but more an expecta-
tion. In SymphonyIRI’s “2011 Beauty Shopper
Report,” the key driver behind this expectation
is clear—73% of consumers believe “leading a
healthy lifestyle makes one more beautiful.”
It’s no surprise, then, that SymphonyIRI’s
“Consumer Snacking Study” shows that 71% of
