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The 'Me-Covery': Saatchi & Saatchi Wellness and Time Inc.'s Health Brand Reveal Historic Shift in Female Consumer Behavior
Date:2/1/2011

NEW YORK, Feb. 1, 2011 /PRNewswire/ -- American women are recovering from the economic crisis by prioritizing their own physical and emotional wellness in choices about their spending and brand selection, according to results from a new national consumer survey conducted by Saatchi & Saatchi Wellness, a leading marketing firm specializing in consumer wellness, and Time Inc.'s Health brand. Saatchi Wellness and Health call this trend the "Me-Covery" based on research revealing women are entering a post-recessionary phase where they are focusing on how they feel, re-evaluating old choices, seeking the right kind of support and taking responsibility for creating their own happiness and well-being.

The online survey, which generated nearly 1,000 responses from adult women across the United States, found that although 92% still feel negatively impacted by the economy, 64% are committed to making a positive change and taking better care of themselves by eating right, staying physically fit, looking good to feel good, and having fun. The findings mark a dramatic shift for this consumer group, which reported in a 2009 survey that their primary wellness goals were "holding it together" and "surviving the day."

The survey points to the following trends in consumer behavior:

  • 54% of respondents are buying more healthy food, with 47% choosing to buy organic foods more often, despite the extra expense and continued economic uncertainty.
  • 74% of the people who were most affected by the economy reported they are buying less fast food than in 2009.
  • 48% of respondents are committed to working out more on their own and are getting inspiration and motivation online with music, workout videos and interactive gaming systems.
  • 86% of respondents are doing more online health research on their own (up 47 points from 2009) and 79% now see their doctor regularly (up 21 points).'/>"/>

SOURCE Saatchi & Saatchi Wellness
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