This research report follows individuals at different stages in their healthy living journey - starting out, on the way, and maintenece. We uncover how motivations and habits shift from stage to stage and what helps them along the way. Insight around what makes a healthy brand is also included as well as pointed reccomendations for those brands in that space on how to best engage,market, how to sell, and where to sell. Key takeaways: Discover the five musts for a brand in order to be considered healthy Unearth what consumers in the three stages want and need from brands Find out what sources consumers' trust and how they want to be approached

1. Marketplace Insights
How do consumers think about healthy living?

2. How do we define healthy living?
2
We Explored: How do consumers define a
healthy lifestyle?
With new trends emerging in health – new diets, exercise
crazes, and fitness technologies — we’re hearing quite a
buzz surrounding healthy living. This made us wonder, how
do consumers define what constitutes a healthy lifestyle, and
which factors play a role? What do they see as the strongest
benefits of living a healthy life? We also wanted to discover
how consumers determine which brands are considered
healthy, which are not, and specifically which brands help
them promote a healthy lifestyle.
We Discovered: Diet, exercise, and a little
help from their brands
We talked to people who are at different stages of the
healthy living journey – a few are just starting out, most
say they’re on their way, and some are already healthy
and say there isn’t much more they could change. While
they acknowledge that many factors contribute to a
healthy life, almost everyone thinks in terms of diet and
exercise. Motivations, diet, and exercise habits shift from
preventative and narrowly focused in scope to more
maintenance related and holistic as consumers dedicate
more time and energy to living a healthy lifestyle. When it
comes to brands, consumers agree on the factors that
constitute a healthy brand. By uncovering the standards
to which consumers use to classify these brands as
healthy, the places that they shop for them, and the
expectations that they have for them as partners on their
journey to reaching or maintaining health, we learned a
great deal about the healthy living landscape.

3. The Journey to Healthy Living

4. 17% 68% 15%
The Journey to Healthy Living
4
 In this study we identified and focused on three distinct groups of consumers who have joined the journey
to healthy living – those who are just starting out, those who are on the way and those who are currently
maintaining a healthy lifestyle
 Nearly 7 in 10 respondents described themselves as on the ways, saying they’re doing well on their journey
so far, but also that they feel there is room to improve their efforts
Starting out On the way Already
healthy
I’m not very happy
with how healthy
my life is and I’d
like to change that
I’m making strides towards living a healthier life but I’m not quite there I live a very healthy
lifestyle and there
isn’t much more I
could do

5. Healthy living: Diet, exercise, and then some
5
Diet and exercise are inseparable in most peoples’ minds. Food fuels activity, and increased activity allows
people to enjoy more foods. But while diet and exercise dominate definitions of healthy living, mental health,
medical conditions, and even spiritual, environmental, emotional, and social considerations contribute
importantly to consumers’ perception of healthy lifestyles.
Q.
How much weight would you give each of the
following in creating a healthy lifestyle?
Diet
32%
Mental
Health
22% Exercise
29%
Medical
15%
“
”
94%
Agree “Food is not just about
basic nourishment, it’s also
meant to give me energy
to fuel my active lifestyle.”
86%
Agree “I enjoy being active
and look for foods that
support my well-being.”
[A healthy lifestyle] makes me feel better about
myself. If I do not do it, I feel like I am wasting time.
My body would feel like being hungry, I need to
workout to satisfy that craving.
--Male, On the way, 18-24
I was tempted with so many bad choices at the dining
commons so I knew I needed to start a healthier regime
so I didn't end up gaining weight.
--Female, On the way, 18-24
“
”

6. The most common inspiration: Medical issues
6
 High blood pressure, cholesterol and diabetes
are most often mentioned as the prime
motivator for adopting healthier habits. People
tend to focus on the most easily measurable
medical metrics to track their journey’s
progress – cholesterol, weight and sugar, fat
and sodium intake
 Preventing health problems in the long run and
living a long, healthy life is an important goal
for many. Kids are key to this outlook, as many
people want both to set a good example for
and be around to enjoy their kids
 Fewer people overall mentioned the good
feeling that just being healthy provides, but for
those who do, it’s an equally important
motivation
“
”
I hope it allows me to live a longer life, and be able to
do things instead of just watching the world go by.
--Male, Starting out, 65-74
A healthy life style means to stay motivated. Never
giving up. Having your peers tell you they’re happy for
you. Look up to favorite athletes to be motivated. Never
giving up by staying on the right track always and never
listen to negative things.
--Female, On the way, 18-24
“
”
I had very high cholesterol for my age, so I changed
how I ate to accommodate that, because I did not
want to be put on a medication. With hard work I
got the cholesterol down, and the habits stuck. It
means a lot for me to be able to do everything I
want, for as long as I can, especially considering
my children.
“
”--Male, On the way, 25-34

7. Motivations and outlook evolve along the path
to healthy living
7
People who are “on the way” to a healthy lifestyle consistently report that medical and other
health issues are their main motivation for sticking to a healthy regimen. Attitudes and outlooks
evolve as people move forward from the beginning of their journey.
On the wayStarting out Already Healthy
Motivations
• Health
• Weight
• Children
• Living longer
• Avoiding problems later
• Specific health issues
(especially for men)
• Living longer
• Setting good example for
kids
• Proactive / preventative
• Role model for children
Attitude and
Outlook
Those taking first steps
feel great. Those doing
nothing are more
negative.
Proud of recent lifestyle
changes. Price and
physical disability remain
hurdles for some.
Neither positive or
negative – healthy living
has become a “matter of
fact” life-long habit.

8. Diet and Exercise
Habits and Purchase Behavior

9. Diet and exercise attitudes also evolve along
the journey
9
An Evolving Diet/Exercise Focus
Starting outs say diet is more of a priority than
exercise -- mostly avoiding fat, sugar or sodium.
Exercise expectations are moderate – walking
and biking
Food and exercise are both important to on the
ways. They are interested in organic and whole
foods. There’s a mix of moderate and more
intense exercise
For already healthys food and exercise are
givens. Instead, there’s more talk about balance
and overall well-being
“
”
Eating well, working out, getting rest, being happy.
--Male, Already healthy, 18-24
A “healthy lifestyle” means to exercise regularly and
eat healthy foods. I try to stay away from foods that
have lots of sugars, fats and preservatives. Mostly
just basic cardio exercise, and programs such
as p90x.
“
”--Male, On the way, 25-34
[Healthy living is] snacking on fruit instead of chips, not
snacking as much, eating out less. Knowing what is in
the food you are eating, being able to limit things like
butter and oil.
--Female, Starting out, 35-44
“
”
“
”
In my opinion we cannot achieve the goal of staying
healthy by focusing on just one thing. It is an overall
thing.
--Male, Already healthy, 45-55

10. Interest in natural and organic foods increases too
10
Nearly 9 in 10 of all respondents say they’ve made
healthy food choices over the past week, and six out
of ten have started or maintained a diet in the past year.
Not surprisingly, those numbers trend meaningfully
higher the further a consumer is along their journey.
And while interest in low fat, low carbs, and low calorie
foods is similar among all, interest in organic foods
increases significantly for “on the ways” and
“already healthys.”
Q. How much weight would you give each of the following in creating a healthy lifestyle?
Everyone Starting out On the way Already healthy
Net: Made any positive food choice 87% 77% 88%* 91%*
Made the choice to eat an organic or natural
food item
40% 26% 42%* 47%*
Q. Which, if any, of the following types of products or services do you rely on to help you maintain
a healthy lifestyle?
Diet/low calorie foods 61% 56% 61% 66%
Organic or unprocessed foods 43% 31% 45%* 49%*
*Significant difference
I try to eat a balanced diet. I try to have protein, eat
vegetables and I tend to eat more organic food.
Organic – like grown without using pesticides and
made using high quality ingredients.
“
”Male, Already healthy, 45-54

11. Already healthys want food that tastes good
and fuels their active lifestyle
11
In contrast, starting outs are more likely to be
in need of guidance to make healthy choices.
Everyone Starting out On the way Already healthy
I enjoy being active and look for foods that
support my well-being
86% 63% 89%* 97%*
Eating healthy is important to me, but I won’t
compromise on taste
83% 82% 82% 91%*
I’m willing to pay a premium for food that will help
me maintain a healthy lifestyle
77% 67% 77% 88%*
Sometimes it’s difficult to make the healthy
choices I know I should
82% 94%* 83%* 65%
It’s hard to discern between food that is actually
healthy and food that is just marketed that way
72% 85%* 70% 66%
I wish I had more help maintaining a healthy diet 65% 74%* 62% 65%
Q. Thinking again about food shopping, how much do you agree with the following statements?
(Top 2 Box Summary)
I have always tried for healthy foods but it
sometimes gets confusing as too what is really
healthy or what is just a fad. Some of these foods
make all these health claims, for example, eat this,
lower your risk of this or that.
“
”--Female, On the way, 35-44
*Significant difference

12. Those further along the path purchase more gear
12
The further along the journey to healthy living, the more consumers’ focus shifts from diet to
exercise. Ultimately, already healthys buy more exercise products and services, clothing, gear,
exercise programs, and gym memberships than those just beginning their journey.
Everyone Starting out On the way Already healthy
Exercise clothing 37% 20% 36%* 57%*
Exercise gear 34% 23% 33% 54%*
Exercise programs (apps, dvds, plans) 32% 23% 32% 42%*
Exercise venues (gyms, studios, trainers) 29% 13% 29%* 47%*
*Significant difference
Q. Which, if any, of the following types of products or services do you rely on to help you maintain
a healthy lifestyle?

13. Product performance and pride drive higher equipment
spending by already healthys
13
 On the ways and already healthys become increasingly discriminating in their purchases —
and attach new value to the gear they use
 As consumers begin to self-identify as exercisers, quality and brands matter more,
and these consumers are more willing to spend more for top-notch exercise gear
 There’s also a hint of vanity among this group who say that they take pride in their gear,
and labels matter
Everyone Starting out On the way
Already
healthy
I am willing to pay more for products that
perform better.
72% 63% 72% 84%*
I’m willing to spend more for a product that will
improve my exercise regimen.
71% 61% 69% 91%*
I take pride in the clothes and gear I use when
I exercise because I’ve earned it.
64% 48% 64%* 84%*
The label on my exercise clothes and gear is
important to me.
38% 26% 35% 62%*
*Significant difference
Q. Thinking again shopping for products that help you remain active, how much do you agree with
the following statements? (Top 2 Box Summary)

14. What makes a brand
seem healthy?

15. “Healthy” brands are…
15
Gaiam products motivate me because I see results.
As I mentioned earlier, they give me a balance.
And once I find that balance, I want to keep it.
Same goes for the food aspect. I cook every meal
for my family. Brands that help me cook the way I
want, and fulfill that passion I have for cooking –
while allowing me to cook in a healthy way – will
keep me as a customer. They motivate me to
keep going.
“
”--Male, On the way, 25-34
Functional
Foods that are organic or gluten free;
exercise gear that is comfortable
and prevents injury
Authentic
Transparency, integrity, and the perception
of standing up against trends and for what is
healthy are prized
Inspiring
Education, advice and sponsorship
of real-life initiatives
Convenient
Easily found, time-saving, with useful
options for real-world use
Priced Right
People don’t want to waste money,
but many are willing to pay a premium
to kick-start or maintain healthy habits

16. Healthy brands are… Functional
16
 First and foremost a brand must live up to its
promise. Brands that truly help people live
healthier are ones that people want to
use again
 Functionality is paramount when it comes
to exercise gear – comfort, durability and
performance are key
 Style and variety of styles is also a plus –
but less important than function
“
”
The New Balance shoes that I use are comfortable
on my feet. Having a good pair of shoes also helps
prevent leg pains and other discomforts associated
with running.
--Male, One the way, 25-34
Honestly, [Everlast] are, for me, the most
comfortable shoes ever for running and their gloves
for lifting weights are extremely durable and
comfortable. Every time, I get a great workout
without having to worry about hurting myself.
“
”--Male, On the way, 18-24
Bob’s Mill and Newman’s Own are natural, organic
and vegan.
--Female, On the way, 55-64
“
”
“
”
Nike sneakers are very comfortable. It is easy to walk
and work out while wearing them.
--Female, Already healthy, 45-54

17. Healthy brands are… Authentic
17
 Authenticity is about both idealism and
tradition. Brands that are seen as
authentically “healthy” are perceived as
uncompromising. They don’t sacrifice
ingredients or practices for popularity
or profits
 Small companies (or those thought of as
small even when they’re not) have an easier
time being perceived as authentic but big
brands like CVS can also reach this ideal
 Food brands are perceived as authentic if
they have made things the same way for
many years and have a history of not using
artificial additives and preservatives healthy
people want to avoid
“
”
Quaker mostly, they have been around for so long
and never changed a thing except to add to their line
of products. I appreciate traditionalism.
--Male, On the way, 25-34
Annies has always been committed to making
healthy products, as is Burt’s Bees. They don't
compromise their beliefs to accommodate the
demands of the unhealthy public. They make good
quality products that people can trust and believe in
and they have always used natural ingredients to
make their products. [As opposed to] Kellogg’s,
they make us believe they are making healthy
products but they are still full of high fructose corn
syrup and processed grains.
“
”--Female, On the way, 45-54
“
”
Brands could take a stand like CVS not selling
cigarette products. I feel good about their
position, but they may lose customers.
--Female, On the way, 45-54

18. People see through “false-healthy” marketing
18
 Consumers quickly become cynical when there is
a disconnect between the claims a food product
makes and the reality on the ingredient list
 A large majority of all healthy journeyers say they
eschew packaged, branded food for simple, real
food like fruits, vegetables and lean meats
 Brands that help people keep to their healthy habits
by educating them about good food choices or offer
a range of healthy foods with one-stop-shop
convenience get frequent positive mentions
A meal that I put together myself from raw
ingredients is generally better than something that I
purchase pre-made, even if it is labeled as
''healthy''
“
”--Male, On the way, 25-34
“
”
I wouldn't say faking it per se, but misleading yes.
They are ''healthy'' in the manner that the products
aren't high calorie, however the ingredients used are
not healthy. I don't think this is apparent to most
people. I used to eat Yoplait like crazy because I
thought it was healthy but now I realize low calorie
does not mean healthy.
--Female, On the way, 25-34
“ ”There are no ''brands'' at the farmer's market!
--Female, On the way, 55-64
“
”
Weight Watchers offers diet programs which focus
on a person who wants to stay fit and eat right so you
can stay healthy and lose weight at once.
--Female, On the way, 25-34
“ ”It’s hard to find a completely organic food distributor.
So that’s why I go [to Whole Foods].
--Male, On the way, 18-24

19. Healthy brands are… Inspiring
19
 Almost everyone is positive about their
journey to healthy living and proud of their
accomplishments
 Brands that contribute to these positive
feelings by inspiring and motivating are worth
spending more for. The most inspiring brands
can command a price premium
 Showing active people and athletes in ads,
athlete endorsements and real-life initiatives
(especially for kids) help set an inspiring tone
“
”
Special K comes to mind, so does Trader Joe's in
that they appear to be trying to help their customers
make good choices. It's good business.
--Male, On the way, 55-64
Nike I think is a company who supports health and
fitness and has for many years. They support a
healthy lifestyle and help us get this healthy style by
having products that can help us along the way.
They also do many things in the community to help
people learn to be healthy and stay that way.
“
”--Female, On the way, 35-44
“
”
Clif uses mostly natural ingredients and looks to
fuel activity as naturally as possible. Saucony
promotes looking to your inner self to find drive to
push through the tough times. ProCompression
emphasizes healthy recovery. And Nuun
Hydration empowers women to be the best that
they can regardless of their circumstances.
--Female, Already healthy, 45-54

20. Healthy brands are… Convenient
20
 Especially with food, consumers want
packaged convenience and great taste.
Many admit choosing “healthier" versions
of less-than-healthy items for the sake
of convenience
 Low calorie, low sugar, portion control and
heart healthy foods are highly sought, but
consumers often trade off one bad thing
for another
 Many journeyers also look forward to
“indulging” in unhealthy choices from time
to time
“
”
My lifestyle and budget requires me to eat healthy
dinners from the frozen section.... So I choose
Healthy Choice.
--Female, Already healthy, 55-64
I rely on Lean Cuisine just to have something on
hand if I’m limited on time… In a hurry.
“
”--Female, On the way, 55-64
“
”
I am blessed to be in good health and the doctor
verifies that. Life is short. I want to also be able to
enjoy the taste of the food.
--Female, Already healthy, 55-64

21. Healthy brands are… Priced right
21
Price is a critical issue at every point on the journey
to healthy living. Organic and natural foods are
expensive, as are convenience items. Some exercise
clothes and gear can cost more than people are willing
to spend. While many say they simply look for the
lowest cost items (especially when it comes to exercise
gear) others will splurge if a product performs well, can
jump start a healthy habit, or solve a specific problem
There are lower cost alternatives to the flashy
and expensive exercise clothes and gear that
function just as well.
89%
I try to spend as little money as possible on
exercise clothes and gear.
71%
I use what I can find in that sweet spot between
affordable and reliable. I rely on C9 and Adidas,
Gaiam, Udi's, Schaar.
“
”--Male, On the way, 25-34
“
”
I think most people want to get healthy. The problem
is that healthy food options are usually way more
expensive, and the same goes for exercise clubs and
whatnot. These days peoples’ finances aren't as
good, and their priorities are not necessarily on
getting healthy but on just surviving.
--Female, Already healthy, 55-64
“
”
When I first started on my weight loss journey I relied
on cheaper store brands to get me started because I
didn't know if I would continue. Now that I know being
healthy is my new identity I will treat myself to better
quality, more expensive items.
--Female, On the way, 25-34
Q. Thinking again about shopping for products that help
you remain active, how much do you agree with the
following statements?
(Top 2 Box Summary)

22. The Brands That Get You There
22
Q. What brands do you rely on to help you live a healthy lifestyle?

23. How consumers connect
with healthy brands

24. People look for unbiased advice about healthy brands
24
 People stick with what works. Reaching starting
outs is key to building brand loyalty and creating a
lifetime customer
 Healthy journeyers have more trust in information
from sources other than the manufacturer. They are
especially leery of products that claim to be healthy
but fall short in practice – especially when it comes
to food
 While “third-party endorsements” falls to the bottom
of this list in the abstract, many journeyers tell us
that some exercise gear gains credibility with
endorsements from athletes
57%
45%
41%
37%
30%
25%
16%
13%
Recommendations from
friends/family
Article about the brand or
product
The small print on the
package
Testimonials
Advertisements
Product claims
Look and feel of the
packaging
Third party endorsements
Q.
Thinking of those brands that are truly healthy, what
types of cues do you think help you to feel secure
that they are?

25. Net: Traditional Media 77%
Television 56%
Magazines 44%
Newspapers 22%
Radio 15%
Net: Online Media 63%
Blogs and online publications 49%
Social media 34%
Online reaches more starting outs
25
 Traditional media sources, most notably television
and magazines, remain the most common
resources for those looking for healthy lifestyle
advice. But online media is not far behind.
Nearly half of all journeyers are looking to online
publications, and 1 in 3 use social media
Which of the following media sources do you use
to help you live a healthy lifestyle? Where do you
go for advice, product endorsements or reviews
and the like?
45% of starting outs use social media. This is
key to building long-term brand loyalty
Q.

26. Healthy food brands need to be in regular and discount
grocery stores
26
 People looking for healthy food products
(especially starting outs) are still most likely
to shop at regular and discount grocery
stores
 Even already healthys are more likely to
shop at regular groceries, although they
do buy at premium groceries and farmers
markets more often than others
Everyone Starting out On the way
Already
healthy
Regular grocery store (Kroger, Safeway) 76% 81% 76% 72%
Discount grocery store (Wal-Mart, Costco) 63% 68% 62% 64%
Premium grocery store (Whole Foods,
Trader Joe’s)
28% 23% 27% 42%*
Farmers market 26% 19% 26% 36%*
*Significant difference
Q. Thinking of the foods that help you live a healthy
lifestyle, where do you usually obtain these healthy
foods?

27. Starting outs are less likely to shop at specialty
sporting good stores
27
 Already healthys are much more likely to
shop for gear in specialty sporting goods
stores, reflecting an increased emphasis
on performance and brand
 In contrast, starting outs do most of their
sporting goods shopping in general stores
Everyone Starting out On the way
Already
healthy
General sporting goods stores 50% 44% 48% 65%*
General stores not geared towards sports 41% 38% 42% 42%
Online 39% 40% 38% 43%
Sporting goods stores geared towards
a specific activity or sport
21% 19% 17% 42%*
Sporting goods stores geared towards
a specific brand
15% 14% 12% 28%*
*Significant difference
Q. Thinking of products that help you remain active,
where do you usually shop for these products?

28. Overall Implications for “Healthy Brands”
28
 Consumer outlooks, needs and opinions evolve along the journey to healthy living, but diet and exercise
remain the cornerstone
 Starting outs are highly price sensitive and look to and rely on mass-market retailers and general brands
 On the ways and already healthys gain confidence as they get closer to achieving and sustaining healthy
lifestyles, showing an increasing preference for organic and natural foods and for performance-oriented
equipment and clothing sourced from specialty sporting goods stores
 Even as they evolve along the journey, all consumers say that once they find something that works — once
they find a brand they trust to help them reach their healthy lifestyle goals — they stick with it
 Starting outs present a critical opportunity for brands and marketers, as consumers at this phase establish
long-term preferences, develop loyalty, and seek out brands they trust to help them achieve their healthy
living goals

29. Who (and where) to be to reach a broad audience
29
Be functional, authentic and inspiring
Consumers look to brands that provide functional,
convenient products at an affordable price. But
beyond that, they look to several critical factors to
help them evaluate what role a brand might play in
helping them on their journey to healthy living.
Consumers want brands that:
 Inspire them with their message and principles
 Exhibit authenticity and transparency
 Seem small or, if they’re larger, establish a clear voice
and take a stand
 Help them along the path with honest information
Brands that successfully communicate these attributes will
be valued by the consumer for the whole journey, not
abandoned at the starting line.
Be convenient, priced right, and easy to find
 Most of those striving to live a healthy life shop at
general grocery, sporting goods, and discount stores.
As they achieve greater health, consumers add
specialty stores to the mix. But in order to reach the
most critical audience — starting outs — it’s essential
to have a presence in mainstream stores

30. How to build lasting consumer loyalty
30
Establish partnerships with starting outs
 The best way for a healthy brand to gain the loyalty of
healthy lifestyle consumers is to be there at the start of
their journey. These consumers stick with what works
and develop preferences early on
 Consumers find it hard to make the healthiest choices —
and this sentiment is much stronger among those starting
their journey (94%) compared to those who are already
healthy (68%). If a brand stands by the starting outs, and
is there to inspire, educate and guide them on their road
to healthy living, they’ll stick with that brand every step
of the way
Develop transparent, educational
marketing efforts
 Focus marketing on education: Consumers want more
help maintaining a healthy diet and acknowledge that
they struggle, especially those starting out, to
differentiate products that are actually healthy from
those that are just marketed that way. Brands that are
able to rise to the top as trustworthy educators will
become an essential part of consumers’ healthy living
journey
 Social media presents a solid opportunity to reach
starting outs. All consumers are looking for unbiased
information about healthy brands – recommendations
and articles top the list of sources – but 45% of
starting outs use social media for healthy advice
 Differentiating early on as trusted partners on the road
to health in the spaces that consumers are already
shopping and browsing – general grocery stores,
general sporting goods stores, discount stores, and
on social media – is critical

31. Already healthys will splurge – if they perceive value
31
Already healthys will pay a premium to maintain
their healthy lifestyle
 For already healthys, choices about food and exercise
are more like a habit than a decision. Whether they eat
organic apples or attend an exercise class after work, it is
just something they do, not something they decide about
 Because healthy behavior is integrated into their daily life
and mindset, already healthys are significantly more
likely and willing to invest in quality food and exercise
gear if they feel it will take them to the next level
Marketing should focus on value and prestige
 Marketing efforts for high-end products should focus
on value-add, whether it’s brand prestige or a
performance edge. Interestingly, already healthys are
much more likely to be swayed by product claims,
packaging and third party endorsements than other
consumers, representing a key opportunity for high-
end and specialty brands and products

32. Appendix
32
 Project Specifics
̶ iModerate conducted a survey with 502 consumers and followed up with 65 one-on-one
conversations with an average duration of 31 minutes
 Quote Attributes
̶ Gender, Stage of Healthy Living (Starting out / On the way / Already healthy), Age
 ThoughtPath™
̶ Our qualitative research is based on a cognitive approach called ThoughtPath. Drawing on
three select cognitive theories, ThoughtPath enables our skilled moderators to get into each
consumer’s head and discover what’s most important to them, what’s not, and why. In this
study, it allowed us to understand how consumers viewed healthy living and their thoughts
and ideas on healthy brands
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