EATINGWELL MAGAZINE

Reader Profile: Subscriber Study Highlights

A 2007 subscriber study conducted by EatingWell revealed the following:

Loyal & Engaged

• 31.6% do not read any other major food or health magazines
• EatingWell subscribers spend an average of 1.3 hours reading each issue

Green & Lean

• 99.3% try to eat healthy and pay attention to nutrition
• 90.9% bought natural or organic products in the last 30 days
• 84.9% are willing to pay more for a product that is environmentally safe
• 65.5% buy vehicles that reflect a commitment to supporting the environment
• 53.1% look for beauty products labled natural or organic
• 44.7% are willing to pay a premium for products that promote fair trade

Consumers Beyond Food

In the last 30 days:

• 57.9% bought vitamin or supplements
• 49.6% bought pet food
• 33% used a prescription for high cholesterol
• 66.2 drank wine

In the last 12 months:

• 54.9% bought a small kitchen appliance
• 26.2% bought a large kitchen appliance
• 30.6% bought tableware or cookware
• 66.7% bought cookware/kitchen accessories
• 17% renovated or upgraded their kitchen

Source: 2007 Subscriber Study – Beta Research

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