Now that we have figured out that America has an obesity problem we have all snapped into healthy living. Healthy living is not only about eating better, it is a way of life and a huge lifestyle trend in the USA today. We are seeing Dr.OZ gain popularity on Oprah where he discusses health issues openly and exposes us to information we never heard of.

He makes eating healthy easy by demystifying nutrition and encouraging healthy habits. Bob Green is another pioneer in healthy living. His "Best Life" seal of approval (which coincides with his healthy eating book by the same name) gives consumers products that are approved of by him and that meet his standards for healthy eating. Other companies are jumping on the wagon and using their brands and characters as healthy living ambassadors as well. The WB has applied Bugs Bunny and his friends to a campaign for healthy products at Safeway. When you see Bugs holding a healthy carrot it immediately makes you think that what is inside the package is good for you. Very clever WB team! If consumers are looking for the green light on what to eat or what healthy living means to them, then brands everywhere with any positive voice or healthy branding should focus on this trend.

But the essence of this trend is not only about healthy eating, it is a totalistic Healthy Living movement that extends beyond food to exercise, beauty and targeted nutrition as well. The parameters of exercise are evolving from encouraging even small bursts of movement by otherwise sedentary people to the invention of stationary exercise machines that double as workstations. Consumers are also looking for health solutions in unconventional products from undergarments that contain anti-cellulite cream that is dispersed through the skin to beverages that restore healthy balance or offer detoxifying properties. We are seeing a trend that goes beyond just drinking our vitamins. Consumers are hungry for a deeper understanding of nutrition and are drawn to the new super food products that have an added value. These super foods and drinks promise everything from purifying and detoxing our system to making us more beautiful. An example of this is the Omega 3 Snack Bar, created by Skin Nutrition, which is designed to optimize beautiful skin as stated in their tagline, "beauty starts from within". At Borba Nutraceuticals the traditional outside-in approach to beauty is turned on its ear with their ingestible beauty products. We will keep seeing more and more products that tout added benefits or that offer well-being via such basics as water, food, sleep and work.