CONSUMER TRENDS

In a context where American consumers are looking for ways to slow down, simplify and feel connected, the spa experience is increasingly becoming a more sought after and relevant lifestyle experience. To gain a broader understanding of consumers' opinions on spas, in 2004, ISPA partnered with The Hartman Group of Seattle to produce the ISPA 2004 Consumer Trends Report. During the months of April through July 2004, The Hartman Group conducted ethnographic and qualitative research among spa-going consumers in Los Angeles, Houston, Atlanta, Chicago, Minneapolis, Boston and Seattle.

Some of the key themes that you'll find within this report include consumer perceptions of initiation into the spa experience, relevance of spas as a way of living, indigenous offerings, simplicity, customization, messaging and communications. These consumer findings and emerging trends were derived from U.S. based consumer research. However, we believe these have broader cultural implications and are intimately intertwined with developments in the spa industry internationally.

For more information, please review the following materials:
ISPA 2004 Consumer Trends video clip (45 MB)
ISPA 2004 Consumer Trends Report Executive Summary
ISPA 2004 Consumer Trends Report order form