Marketers to Sell to the New ‘Me-Covery’ Attitude Prevalent in U.S. Women

The recession wreaked havoc on the budgets and emotional well-being of women, the emotional center and primary shopper in many families. But as women adjust to the new economic reality, they are exhibiting behavior indicative of a new consumer era, especially with respect to personal health and well-being. This change gives marketers a different way to position their products and services.

A recently released survey by Saatchi & Saatchi reveals that women have moved beyond the initial shock of the recession when their “primary wellness goals were ‘holding it together’ and ‘surviving the day’."

In 2011, women consumers plan to:

  • Buy more healthy food: 54%
  • Buy less fast food: 74%
  • Work out more on their own: 48%
  • Increase online health research: 86%
  • Buy prescription medication: 64% (up 16 points)
  • Buy vitamins: 48%

Ned Russell, managing director of Saatchi & Saatchi Wellness, says consumers have shifted from focusing solely on economic security and now ‘they're defining wellness through lifestyle choices that have them feeling and looking better. We're seeing a pronounced lifestyle shift that we believe will have longevity."

Women are still focused on product value and quality but this year they are buying more “hair-care (47%), skin-care (45%) and oral-care products (51%).” This attitude means marketers can target consumers with new products and services designed to help them achieve the goals they've set.

[Source: The 'Me-Covery': Saatchi & Saatchi Wellness and Time Inc.'s Health Brand Reveal Historic Shift in Female Consumer Behavior. saatchi​.com. 1 Feb. 2011. Web. 14 Feb. 2011]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.