A new study conducted by the Global Wellness Institute (GWI) has revealed previously unidentified segments within the wellness market, shedding light on consumer behaviours and preferences.
The research, titled “Wellness Defined: Decoding Consumer Motivations and Behaviours,” uncovered five distinct wellness consumer segments:
- Wellness Enthusiasts (23%)
- Moderate Believers (33%)
- Occasional Dabblers (17%)
- Unengaged Sceptics (17%)
- Inactive Doubters (10%)
These segments were identified based on consumers’ engagement with wellness activities, their beliefs about wellness, and their overall approach to health and wellbeing.
The study also found that affluent consumers do not solely drive the wellness market. In fact, lower-income individuals were found to be just as likely to engage in wellness activities as their higher-income counterparts.
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