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N O V E M B E R 2 3 , 2 0 11

Wellness is a vague concept that becomes more motivating when it is delivered to shoppers in specific promises they can relate to -how their body feels, how their mind responds, and what they see when they look in the mirror.

Š A L L R I G H T S R E S E R V E D 2 0 11


HOW PEOPLE KNOW THEY ARE HEALTHY Certain signals tell people that they are healthy, and more women than men have a list of signals to reassure them they are healthy. But don’t count men out, 2/3 also have a healthy body checklist. (SEE APPENDIX TABLE 1)

»! Topping the list is a body that is well rested, and a mind that is positive and energized. Collectively, this is the ultimate image of wellness to deliver. »! Being at the right weight is important, too. (Maybe not the lowest weight, but the right weight.) »! Where men and women divide is in the importance they place on appearance to reinforce that they are well. About half of women look in the mirror to check their state of wellness, and when they see shiny hair, glowing skin and bright eyes they know they are “healthy”.

2 © ALL RIGHTS RESERVED 2011

SIGNALS OF HEALTH TOTAL

MEN

WOMEN

1501

736

765

Being rested (enough sleep)

73

66

79 B

Being at the right weight

69

63

74 B

Able to move easily

60

54

65 B

Looking good in my clothes

39

32

47 B

Feeling positive

67

60

74 B

Feeling energized

67

64

70 B

Feeling mentally balanced

60

54

66 B

Having white teeth

37

31

43 B

Having bright eyes

36

26

47 B

Having clear, glowing & moist skin

35

20

49 B

Having shiny hair/in good condition

34

17

50 B

Having strong nails

19

10

28 B

Base: Total

A %

B %

C %

BODY

MIND

APPEARANCE

Q: What does being healthy mean to you? HOLISTIC HEALTH & APPEARANCE | NOVEMBER 23, 2011


CHECKING SIGNALS OF HEALTH CHANGES BY AGE The same body messages for assessing wellness are available to everyone, but certain signals become more important as people age. (SEE APPENDIX TABLE 1)

»! Not surprising, more “older people” monitor signals of health - especially around alertness (being rested & feeling energized) and body condition (being the right weight & staying flexible).

SIGNALS OF HEALTH 18-34 437

35-54 574

55+ 490

Being rested (enough sleep)

66

75 A

76 A

Being at the right weight

62

68 A

75 AB

Able to move easily

52

59 A

68 AB

Looking good in my clothes

42

39

37

Base: Total

A %

B %

C %

BODY

MIND

»! As people pass 35 years, keeping eyes shiny and bright becomes more important.

Feeling positive

64

66

71 A

Feeling energized

60

68 A

72 A

»! Signals monitored equally (or slightly closer by younger people) focus around appearance, specifically, white teeth (a sign of the whitening strips and mouthwash ads they grew up with), and strong nails (a sign of their generation when manicures, wraps and lacquer treatments have been part of the grooming routine they grew up with).

Feeling mentally balanced

56

61

62 A

Having white teeth

38

40 C

32

Having clear, glowing & moist skin

35

35

34

Having shiny hair/in good condition

34

35

33

Having bright eyes

30

38 A

40 A

Having strong nails

22 B

17

19

3 © ALL RIGHTS RESERVED 2011

APPEARANCE

Q: What does being healthy mean to you? HOLISTIC HEALTH & APPEARANCE | NOVEMBER 23, 2011


WHAT PEOPLE DO TO APPEAR HEALTHY People do many things to maintain a healthy-looking appearance, especially women. (SEE APPENDIX TABLE 2)

»! Classic wellness practices like taking vitamins, getting more exercise and sleep, also support looking healthy – especially for women. »! Women are especially willing to take better care of their teeth (51%), take better care of their skin (49%) and buy better products to help them with their skin care (30%).

PRACTICES FOR MAINTAING APPEARANCES TOTAL 1501

MEN 736

WOMEN 765

Take vitamins

52

46

57 B

Get more exercise

49

47

50

Get more sleep

47

41

53 B

Take better care of my teeth

44

36

51 B

Cut out junk food

40

35

44 B

Take better care of my skin

36

21

49 B

Wear make-up (Women Only)

32

--

32

29

18

39 B

23

12

34 B

Buy better Skin Care products

22

13

30 B

Take better care of my nails

20

9

30 B

Drink less alcohol

20

23 C

17

Buy better Hair Care products

20

14

26 B

Avoid caffeine/coffee

18

16

19

Shave more frequently

15

17 C

13

Buy better Cosmetics (Women Only)

15

0

15

Base: Women NOTE: Practices under 10% not shown

»! Fewer focus on their hair (39%) and nails (30%). Take better care of my hair and scalp »! SPF protection is important to 34%. Use SPF protection »! Avoiding products that add pounds (40%), and caffeine (18%) and alcohol (20%) are also important – these last two are score as high with men. »! Tanning, using more professional services (e.g. salon services & trainers) or going as far as wearing body shapers and getting cosmetic surgery are practiced by fewer than 10% of men and women. (See appendix table 2)

4 © ALL RIGHTS RESERVED 2011

Q: What do you do to have a healthy-looking appearance? HOLISTIC HEALTH & APPEARANCE | NOVEMBER 23, 2011

A %

B %

C %


INSIGHT TO ACTIVATE

»! Wellness Adds Value. A lasting impact from the tough economy is shoppers’ focus on price vs. their values. In earlier PULSE releases we have emphasized shoppers’ resistance to “new improved” especially if it costs more. We have also reported that the majority of shoppers pause before they buy to ask “Is this a smart use of my money?” This PULSE outlines the benefits that will help shoppers value your product at the price you ask.

T O T H E A P P E N D I X TA B L E S 5 © ALL RIGHTS RESERVED 2011

HOLISTIC HEALTH & APPEARANCE | NOVEMBER 23, 2011


APPENDIX TABLES TABLE 1

DEFINITION OF “BEING HEALTHY”

»! A: By Demographics »! B: By Retailer Shoppers

TABLE 2

PRACTICES IN MAINTAINING A “HEALTHY-LOOKING” APPEARANCE

»! A: By Demographics »! B: By Retailer Shoppers

6 © ALL RIGHTS RESERVED 2011


TABLE 1A: DEFINITION OF “BEING HEALTHY” TOTAL

GENDER

AGE

INCOME

18-34

35-54

55+

<$50K

765 C

437 D

574 E

490 F

736 G

$50k$99K

%

%

%

%

%

73

66

79 B

66

75 D

Being at the right weight

69

63

74 B

62

Feeling energized

67

64

70 B

Feeling positive

67

60

Feeling mentally balanced

60

Able to move easily

JULY 2011

Men

Women

1501 A

736 B

%

Being rested (enough sleep)

Base: Total Respondents

ETHNICITY $100K+ Caucasian Hispanic

African American

548 H

217 I

1036 J

201 K

%

%

%

%

%

%

76 D

75 I

72

68

73

70

77

68 D

75 DE

68

69

70

71 K

60

71 K

60

68 D

72 D

67

68

66

68

65

67

74 B

64

66

71 D

68

68

61

68

62

73 K

54

66 B

56

61

62 D

61

60

57

59

61

66

60

54

65 B

52

59 D

68 DE

62 I

59

54

61

55

62

Looking good in my clothes

39

32

47 B

42

39

37

38

41

38

40

37

43

Having whiter teeth

37

31

43 B

38

40 F

32

38

37

35

36

38

47 J

Having bright eyes

36

26

47 B

30

38 D

40 D

38

35

34

37 K

29

42 K

Having clear, glowing, moist skin

35

20

49 B

35

35

34

36

34

30

33

33

47 JK

Having shiny hair/ in good condition

34

17

50 B

34

35

33

36

33

29

35

29

32

Having strong nails

19

10

28 B

22 E

17

19

21

17

18

18

20

25 J

Being tan

7

6

8

7

8F

5

6

7

9

8

5

4

7 © ALL RIGHTS RESERVED 2011

Q: What does being healthy mean to you? How America Shops® The PULSE of Shopping Life Report is based on national Internet survey conducted in July, 2011

182 L


TABLE 1B: DEFINITION OF “BEING HEALTHY” .

TOTAL

IN THE PAST WEEK Total

Base: Total Respondents

IN THE PAST 3 MONTHS

MASS MERCH.

WMT

TGT

DRUG STORE

Total

CVS

WG

WAREHOUSE CLUB

RA

DOLLAR STORE

SUPERMARKET

ONLINE DEPARTMENT STORE

Total CSTC Sam’s Total DGEN FAMD Total KRGR SFWY PBX ABTS

Total

Total MCY

KHLS

1501 A %

944 B %

775 C %

379 D %

1025 E %

197 F %

275 G %

89 H %

552 I %

168 J %

220 K %

839 L %

141 M %

88 N %

884 O %

330 P %

160 Q %

174 R %

140 S %

906 T %

720 U %

Being rested (enough sleep)

73

79

81

78

78

79

77

76

77

79

77

79

80

75

77

77

77

78

75

76

80

84

80

Being at the right weight

69

75

75

75

75

77

73

73

73

71

75

73

74

69

72

73

68 77 S 66

74

74

73

77

Feeling energized

67

74

74

77

74

73

72

70

74

69

76

73

73

68

74 78 S 71

82 69 OQS

72

74

75

75

Feeling positive

67

72 T

73

74

72 T 73

71

65

72

73

75 73 T 72

73 73 T 72

76

75

69

68

73 T 76

77

Feeling mentally balanced

60

67

67

68

67

68

62

66

65

63

66

66

66

68

65

64

63

67

62

63

66

69

68

Able to move easily

60

65

66

68

65

66

62

60

64

64

67

64

65

64

63

66

62

68

65

63

63

66

67

Looking good in my clothes

39

43

45

47

43

44

37

36

42

42

44

44

39

42

42 45 Q 36

45

40

41

46

52

46

Having whiter teeth

37

43 T

44

48

41

35

39

39

41

38

43 44 T 40

41

40

43

46

44

41

38

44 T 45

42

Having bright eyes

36

42

43

43

40

32

39

30

40

38

45

42

40

43

39

40

39

45

42

39

42

47

40

Having clear, glowing, moist skin

35

41

42

47

40 H 37

36

26

39

36

44

41

38

38

37

40

43

39

39

38

42

50

41

Having shiny hair/ in good condition

34

41

41

43

39 H 35

37

28

37

36

42

40

39

41

37

37

43

43

39

38

39

42

38

Having strong nails

19

22

23

25

21 H 20

17

12

20

17

20

24

21

22

20

20

27

25

25

21

23

24

18

Being tan

7

7

7

7

7

4

8

6

6

7

4

3

7

8

8

12 O 11

6

8

8

6

8 © ALL RIGHTS RESERVED 2011

8

8

Q: What does being healthy mean to you? How America Shops® The PULSE of Shopping Life Report is based on national Internet survey conducted in July, 2011

143 V %

244 W %


TABLE 2A: PRACTICES IN MAINTAINING A “HEALTHY-LOOKING” APPEARANCE TOTAL

GENDER

AGE

INCOME

18-34

35-54

55+

<$50K

765 C

437 D

574 E

490 F

736 G

$50k$99K

%

%

%

%

%

52

46

57 B

36

52 D

Getting more exercise

49

47

50

51

Getting more sleep

47

41

53 B

Taking better care of my teeth

44

36

Cutting out junk food

40

Taking better care of my skin

JULY 2011

Men

Women

1501 A

736 B

%

Taking vitamins

Base: Total Respondents

ETHNICITY $100K+ Caucasian Hispanic

African American

548 H

217 I

1036 J

201 K

%

%

%

%

%

%

65 DE

51

54

49

54 K

45

51

47

49

46

51

55 G

47

52

52

46

47

47

49 I

47

41

44

51

57 J

51 B

45

43

43

44

47 I

38

42

47

50

35

44 B

39

39

41

40

41

37

37

45 J

46 J

36

21

49 B

39 F

36

31

36

35

35

32

40 J

45 J

Wearing make-up (Women only)

32

0

32

37

29

32

31

35

31

35 KL

25

25

Taking better care of my hair and scalp

29

18

39 B

30

28

28

32 I

28

23

26

32

43 JK

Using SPF protection

23

12

34 B

22

23

24

21

24

30 GH

25 L

23

15

Buying better products for my skin

22

13

30 B

23

23

19

22

23

18

19

27 J

32 J

Drinking less alcohol

20

23 C

17

21

20

19

20

21

16

19

22

25

Taking better care of my nails

20

9

30 B

23

19

19

22

18

18

18

21

26 J

Buying better products for my hair

20

14

26 B

22

20

18

20

20

18

18

22

27 J

Avoiding caffeine/ coffee

18

16

19

23 EF

15

16

20 I

16

13

16

20

24 J

Shaving more frequently

15

17 C

13

23 EF

17 F

7

16

14

16

15

17

14

Buying better make up (Women only)

15

0

15

20 F

14

11

15

16

13

14

17

15

Getting a tan

7

6

9B

9F

8F

4

6

9G

8

8L

6L

2

9 © ALL RIGHTS RESERVED 2011

Q: What are you doing to have a healthy-looking appearance? How America Shops® The PULSE of Shopping Life Report is based on national Internet survey conducted in July, 2011

182 L


TABLE 2A (CONT.): PRACTICES IN MAINTAINING A “HEALTHY-LOOKING” APPEARANCE TOTAL

GENDER

AGE

INCOME

18-34

35-54

55+

<$50K

765 C

437 D

574 E

490 F

736 G

$50k$99K

%

%

%

%

%

6

2

10 B

7

5

Getting pedicures more often

5

2

8B

7

Getting manicures more often

5

3

6B

Wearing body shapers

4

2

Getting facials more often

4

Working with a trainer

JULY 2011

Men

Women

1501 A

736 B

%

Getting salon treatments for my hair

Base: Total Respondents

ETHNICITY $100K+ Caucasian Hispanic

African American

548 H

217 I

1036 J

201 K

%

%

%

%

%

%

7

6

6

7

6

6

10 J

5

5

5

5

8

5

5

8

6

5

4

5

4

7

5

4

6

6B

5

5

2

4

3

6H

3

2

8 JK

3

4

4

4

2

4

3

6

3

4

7J

3

4

3

6 EF

3

1

2

3

7 GH

3

5

4

Getting cosmetic procedures or surgery

2

3

2

3

2

2

2

3

4

2

1

4

Nothing

10

13 C

7

11

10

9

10

10

7

11

7

7

10 © ALL RIGHTS RESERVED 2011

Q: What are you doing to have a healthy-looking appearance? How America Shops® The PULSE of Shopping Life Report is based on national Internet survey conducted in July, 2011

182 L


TABLE 2B: PRACTICES IN MAINTAINING A “HEALTHY-LOOKING” APPEARANCE TOTAL

IN THE PAST WEEK

IN THE PAST 3 MONTHS

MASS MERCH.

DRUG STORE

WAREHOUSE CLUB

DOLLAR STORE

SUPERMARKET

ONLINE DEPARTMENT STORE

Total

WMT

TGT

Total

CVS

WG

RA

1501 A %

944 B %

775 C %

379 D %

1025 E %

197 F %

275 G %

89 H %

552 I %

168 J %

220 K %

839 L %

141 M %

88 N %

884 O %

330 P %

160 Q %

174 R %

140 S %

906 T %

720 U %

143 V %

244 W %

Taking vitamins

52

56

56

58

58

60

54

53

59

62

63

55

49

57

56

54

54

63

54

56

58

59

60

Getting more exercise

49

53

52

57

53

53

47

47

57

58

57

54

47

49

53

55

56

52

56

53

56

57

56

Getting more sleep

47

51

54

53 51 H 49 53 H 39

51

54

52 52 T 47

50

49

46

48 57 P 47

48

54 T 53

51

Taking better care of my teeth

44

50

51

53

43

49

48

50

49

40

40

49

49

48

50

48

47

53 T 53

50

Cutting out junk food

40

43

44

49 44 H 48 H 44 H 31

45

45

43

43

36

40

43

41

46

52 OP

47

42

45

46

41

Taking better care of my skin

36

41

42

48 40 F 31 40 F 30 BC

42

41

39 40 M 30

30

39

38

43

41

44

40

43

54 UW

40

Wearing make-up (Women only)

32

36

34

42

38

33

26

37

35

26

27

35

40

31

42

29

36 42 IL 48

43

Taking better care of my hair and scalp

29

36 O

38

37 33 H 27 34 H 22

32

29

32

36

29

32

31

32

26

31

27

32

38

30

Using SPF protection

23

27

27

32

27

22

27

24

30

32

30

26

21

25

26

25

36 OP

30

29

26

31 29 LOT

30

Buying better products for my skin

22

26

26

30

26

22

24

18

25

21

27

27

21

24

25

26

24

28

25

24

28

30

23

Drinking less alcohol

20

24

24

25

23

22

22

15

23

20

22

24 MT

16 30 M 22

22

26

24

30 OP

20

24

17

23

Taking better care of my nails

20

25

25

28

24

18

24

18

24

20

24

24

18

22

23

23

26

27

22

23

25

30

26

Buying better products for my hair

20

24

25

28 23 H 18

20

13

23

20

23

25

23

19

22

22

22

26

24

23

25 29 W 18 W

Avoiding caffeine

18

21

21

27 BC

19

16

20

22

15

20

18

14

19

20

23

19

24

18

20

Base: Total Respondents

11 © ALL RIGHTS RESERVED 2011

48

36

19

47

34

20

47

31

Total CSTC Sam’s Total DGEN FAMD Total KRGR SFWY PBX ABTS

Q: What are you doing to have a healthy-looking appearance? How America Shops® The PULSE of Shopping Life Report is based on national Internet survey conducted in July, 2011

Total

Total MCY

35

18

KHLS

18


TABLE 2B: PRACTICES IN MAINTAINING A “HEALTHY-LOOKING” APPEARANCE TOTAL

IN THE PAST WEEK

IN THE PAST 3 MONTHS

MASS MERCH.

DRUG STORE

WAREHOUSE CLUB

DOLLAR STORE

Total

WMT

TGT

Total

CVS

WG

RA

1501 A %

944 B %

775 C %

379 D %

1025 E %

197 F %

275 G %

89 H %

552 I %

168 J %

220 K %

Shaving more frequently

15

16

17

18

17

13

15

15

16

15

12 19 M

7

Buying better make up (Women only)

15

16

18

20

17

12

16

15

17

12

15

16

13

8

Getting a tan

7

8

9

9

9

8

7

6

9

6

10

8M

3

Getting salon treatments for my hair

6

7

7

10

7H

6

5

1

9

9

7

7

Getting pedicures more often

5

7

7

8

6

5

4

4

7

7

6

Getting manicures more often

5

6

6

9B

6

4

5

1

6

5

Wearing body shapers

4

5

6

5

5

4

2

1

6

Getting facials more often

4

4

4

6

4

2

5 FH

0

Working with a trainer

3

4

4

7B

4

1

3

Getting cosmetic procedures or surgery

2

2

3

3

2

2

Nothing

10

8

9

6

7

6

Base: Total Respondents

12 © ALL RIGHTS RESERVED 2011

SUPERMARKET

ONLINE DEPARTMENT STORE

Total CSTC Sam’s Total DGEN FAMD Total KRGR SFWY PBX ABTS

Total

Total MCY

KHLS

884 O %

330 P %

160 Q %

174 R %

140 S %

906 T %

720 U %

143 V %

244 W %

19 M 17

17

15

17

19

16

18

14

15

17

17

19

17

14

18

20

20

19

3

8

8

8

10

9

8

9V

3

9

6

6

7

8

9

10

7

7

8

10

6

6

3

6

7

5

11 OP

9

11 P

6

8

9

7

4

6

4

5

6

5

11 P 10 P

11 OP

5

7

8

6

5

5

5M

1

1

4

5

6

7

7

5

6

6

4

6

5

5

4

1

7M

4

3

6

6

7

4

5

7

3

2

5

5

3

4

3

2

4

4

7

6

9 OP

4

5

3

3

1

1

4

2

3

2

1

2

2

2

5

3

8 OP

2

3 8 UW

7

15 EFG

7

4

10 J

7

11

9

9U

8

6

6

11

7

6

839 L %

141 M %

88 N %

Q: What are you doing to have a healthy-looking appearance? How America Shops® The PULSE of Shopping Life Report is based on national Internet survey conducted in July, 2011

3

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3 0 7 S E V E N T H AV E N U E S U I T E 1 7 0 7 NEW YORK NY 10001 P 212.924.7780

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A L L R I G H T S R E S E RV E D 2 0 11


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