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
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
The survey points to the following trends in consumer
- 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).