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“Wellness” Trend Is Making A Big Impact On Consumer Food Purchases

August 24, 2010: 02:04 AM EST
"Wellness" has become a mainstream preoccupation that influences food purchasing, according to The Hartman Group. A recent survey by the consultancy/research firm found that consumers look to markers of quality of life on a category-by-category basis to determine if food products are authentic and will help them achieve or maintain wellness. According to the report, consumers are less interested in “organic” food than in “fresh, real and clean food as the foundation for [health and wellness]." They try to avoid harmful ingredients related to cardiovascular health, especially cholesterol, saturated fat, trans fat and salt. And they view food as useful in preventing rather than treating health problems. For example, 56 percent use foods to prevent high cholesterol, while only 30 percent use foods to treat it.
Mark Dolliver, "'Wellness' Goes Mainstream", Adweek, August 24, 2010, © Adweek
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