艾意凯2024年健康和保健HW七大消费者原型分析报告英文版13页.pdf

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SPECIALREPORT

HealthandWellness:Who’sYourTarget

Consumer?

SPECIALREPORT

Contents

Introduction3

SevenarchetypescompriseHWconsumers4

New/emergingdimensionsofHWcanhighlightkeydifferences

betweenarchetypes….6

TenfastfactsaboutHWconsumers11

Anew,morein-depthunderstandingofHWcustomers12

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2L.E.K.Consulting

SPECIALREPORT

Introduction

Askadozenpeoplewhathealthandwellness(HW)meanstothem,andyou’lllikely

getadozendifferentanswers.That’spartlyareflectionofhowdiverseanddynamic

theHWmarkethasbecomeovertheyearsandhowthewaysthatpeopledefineHW

areconstantlyexpanding.Butitalsohasalottodowiththeindividual’srelationshipto

theirownphysicalandmentalwell-being.

Withthatinmind,inlate2023L.E.K.Consultingsetouttodevelopacomprehensive

viewofHWconsumers’preferencesandbehaviors.Webeganbysurveyingover1,800

adults

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