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    Inside the Mind of Today’s Health-Conscious Shopper

    How would you like to enter the mind and decision-making process of today’s health-conscious shopper to find out what makes him or her tick?

    How would you like to enter the mind and decision-making process of today’s health-conscious shopper to find out what makes him or her tick? Well, that’s just what Nestlé Pure Life brand bottled water set out to do with its latest survey. Probing consumers shortly after completing a shopping trip, Nestlé hopes that the information gleaned from the survey will help retailers and manufacturers think differently when developing retail strategies.

    When Nestlé asked survey participants to grade their family’s healthy habits, 84 percent of respondents gave their family an average score of “B” or a “C,” indicating that more can be done to achieve a healthy lifestyle.

    Further, the majority of respondents (92 percent) reported that developing healthier habits is important for their families. Yet, when asked to define their greatest barrier to building better habits, 88 percent of respondents claimed that lack of motivation and being unable to make the effort to change served as obstacles. 

    The Nestlé Pure Life survey was conducted March 12-13, 2009, by Opinion Research Corp. of Princeton, N.J. One thousand online interviews were conducted among men and women, ages 18 years of age and older. The data were weighted by four variables — age, sex, geographic region and race — to ensure reliable and accurate representation of the U.S. population. Significant testing was done at the 95 percent confidence level.

    What We’re Up Against
    Seventy-eight percent of Americans think it takes six months or longer to form a new habit. However, experts agree that it really only takes about three to six weeks, says Nestlé, which has partnered with Bob Greene, Oprah Winfrey’s trainer and founder of the Best Life™ program, to invite consumers to take the Pure Life/Best Life Challenge. Beginning now, families nationwide can participate in the challenge by visiting www.purelifebestlife.com. The challenge seeks to help families form new healthy habits in four key areas: Eat Right, Drink Right, Get Active and Get Green.

    “The first step to living well is being well. I want to educate moms and their families about how easy it can be to form new, healthy habits,” says Greene. “For example, the simple act of swapping a sugared beverage for water is an easy change that can shave calories and add up to big results over time. Replace one typical 12-ounce sugared beverage daily with water and cut 3,650 teaspoons of sugar a year from your diet — that’s 38 pounds of sugar a year.”

    “With the help of Bob Greene, we want families to see how easy and fun living a healthy lifestyle can be,” says Larry Cooper, group marketing manager, Nestlé Waters North America. “The Pure Life/Best Life Challenge will empower America’s families to make small, meaningful changes in their everyday routine.”

    Participating families also can earn “Healthy Rewards” by mail such as bottled water coupons, sporting goods gift certificates and Best Life memberships by buying cases of Nestlé Pure Life. For more information, visit www.purelifebestlife.com.

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