- NEW STUDY! Health and Wellness Lifestyle Market Study
- Boomer Values Realignment Study 2012
- Builder Magazine/AmericanLIVES Homebuyers Studies 2009, 2010 & 2011
- Technology in the Home 2000
- 1999 Community Preferences: What the Buyers Really Want in Design, Features and Amenities
- 1996 Resort Market Report: Current Attitudes and Future Growth
HEALTH AND WELLNESS LIFESTYLE MARKET STUDY
The Study: In October 2016 American LIVES, Inc. fielded a nationwide U.S. survey on a wide range of wellness and well-being issues. The survey sample was a probability study of households with incomes over $75K, which is the top ~50% of households in the US - reflecting all upper income ranges including $250K or more. 1,000 respondents between 25 and 75 years of age completed the survey that produced a demographically and statistically representative sample of the U.S. population earning above $75K.
The goal of the study was to measure the size of the market for wellness services as well as testing the likeliness that people would want these services in a community they live in either full or part time. When we divided the survey results into distinct market segments, three core market opportunities emerged that show over 75% of the over $75K population want these wellness services - but more importantly ~25% wanted to live in such a community and ~38% were inclined to visit a wellness community and consider living there at least part time.
Three key subgroups emerged as in-the-market from the analysis:
- Lifestyle Enthusiasts—24.8% of participants. Respondents belonging to this segment very strongly endorsed the concept of a “wellness community,” one in which they could live as either full or part-time residents. Interest in owning a second home as part of a wellness community was therefore commensurately high. Members of this segment viewed their and their neighbors' health and wellness as core elements of a family living environment, in marked contrast to their expression of wellness values through discretionary travel and vacation spending. In parallel, these participants were attracted to resort-oriented facilities and services as desirable community elements contributing to this lifestyle.
- Modest Committeds—38.8% of participants. These expressed an array of health and wellness values parallel to those of the Lifestyle Enthusiasts, especially living in a wellness-oriented community, albeit with a lesser level of commitment. Further, this segment was more likely to favor health and wellness as a favorite travel and vacation investment, as opposed to a permanent lifestyle, yet at a level of interest to possibly do so through ownership of a second home. The age distribution within this segment was somewhat more strongly tilted toward retirement-aged respondents.
- Vacation Market—12.8% of participants. Though not as dedicated as the Lifestyle Enthusiasts segment of the market, this segment still more strongly endorsed health and wellness values than the Modest Committeds. At the same time, this group was distinctively disinclined to express such values in a community setting. Nonetheless, the segment showed strong interest in owning of a second home in a wellness-oriented development. This segment displayed the greatest disparity in age distribution within its membership, with a very strong bias toward young people.
- The size of the demand indicated in this study was significantly larger than expected, particularly in response to living in a “wellness community”.
- There is an undersupply of healthier living communities. Current research by the Global Wellness Institute, indicate that there is a limited supply of these communities, both nationally and internationally. This is not simply an unserved market niche, it is a major market opportunity.
- In the study, healthier living and environmental health overlapped by over 80%.
- When correlating this data with previous trends, the desire for wellness services has grown dramatically, in large part, as an antidote to an increasingly chaotic world.
- There was further statistical evidence that people are increasingly taking personal control of their environment so the idea of living in a “safe haven” like a wellness community was a key driver of demand.
BOOMER VALUES REALIGNMENT STUDY
The Boomer Values Realignment Study was conducted in an effort to measure the long-term psychological impact the economic downturn has had on people between ages 45 and 65 and how recent events affect their attitudes and spending habits, particularly in the resort and travel areas.
This study does not attempt to forecast a recovery but measure the attitudes and values among this consumer segment in order to define a New Normal and identify those business areas that could provide the greatest growth opportunities.
We sought to answer four core questions:
1. Has the Boomer been jolted enough by recent economic events that it has impacted their world view, values, attitudes and lifestyle?
2. If so, are these long lasting modifications that will impact consumer spending habits after an economic rebound?
3. How will these spending patterns affect the resort real estate and hotel industries?
4. If there is a New Normal, what is it and where are the business opportunities within these realigned values and emerging market niches?
Civano Living collaborated with Ypartnership and American LIVES, thought-leaders in their respective fields of travel and leisure and housing, to conduct a comprehensive, statistically valid, national study.
During the second week of September 2011 we launched a nationwide study to a random sample of Baby Boomers, between the ages of 45 to 65 with a minimum household income of $75,000. The sample was constructed by Survey Sampling International (SSI).
Invitations were sent by SSI to log onto a website where the survey was taken. The survey took an average of 25 minutes and involved more than 350 items including lifestyle, attitudes and values questions; retirement, health and wellness, housing and leisure preferences; and, historical choices and travel patterns. There were 1,204 respondents, falling within the defined age and income parameters, who completed the survey.
Ask for our EXECUTIVE REPORT that summarizes our findings and reflects the larger, more sweeping values positions that remained consistent throughout the survey population.