By Rieva Lesonsky

How consumers’ attitudes toward health and fitness are changing

According to a new report on Health and Wellness from The Hartman Group, Americans, particularly Millennials, are concerned about health and wellness issues. The Hartman Group has issued a comprehensive look at the issue, in a $15,000 report. If that’s out of your price range, take a look at the overview—it’s full of interesting information.

Health and wellness is a burgeoning field. The Hartman Group says 44 percent of consumers confess they’ve changed their perspectives on health and wellness issues in the past few years. They’re trying to “combat stress and find the energy to sustain themselves.”

There are a lot of insights in the report, relevant to a broad array of entrepreneurs. Here are a few to think about:

Almost everyone knows they should exercise, but it remains an aspirational goal for many. If you own a gym or other exercise business, think about how you can emphasize the mental benefits of being in shape, particularly how a daily exercise routine can help people deal with anxiety.

The Hartman Groups says consumers are “actively involved in learning about new trends, products and solutions” in the health and wellness field, and are increasingly seeking “strategies that balance the physical, mental and social.”

The Hartman Group also reports consumers are:

  • Using more exercise equipment and fitness tracking devices
  • Avoiding foods with artificial sweeteners/ flavors, saturated fats and foods with GMOs
  • Dieting
  • Buying supplements, but quickly abandoning them when they don’t work. There’s particular interest in supplements that deal with digestion, heart health, energy and skincare issues.
  • Conflicted. If you own a restaurant, you need to balance the different points of view. One says most consumers don’t care about their diets when eating out. The other, however, stresses that the ones who do care are “frustrated not to find healthy menu options” when they dine out.