Overview

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The Institute's Health & Wellness Consumer Segmentation Identifies Five Distinct Segments within the U.S. General Population

WELL BEINGS 30%

The most health proactive segment; they are early adopters and influencers who continually set the bar higher regarding their health.

  • Market leaders & Influencers
  • Use many health modalities
  • Highest organic usage
  • Most Green
  • Use some supplements

FOOD ACTIVES 10%

Highly oriented toward more natural means of maintaining their health and take personal responsibility through weight maintenance, exercise and choice of naturally nutritious foods.

  • Mainstream healthy
  • Take variety of supplements
  • Basics, balance and control
  • Least eco-friendly
  • Desire inherently healthy foods

HEALTH & WELLNESS
SEGMENTATION

22 Years of Consumer Trending
Understandings, Attitudes & Behaviors
69,000+ Consumers
5 Distinct Segments
Across All Generations Including
Millennials & Boomers.

MAGIC BULLETS 23%

High condition managers searching for a "magic bullet" to help manage their health. They have high belief in the value of supplements for health and higher usage of supplements — less concern with foods.

  • Lack commitment to healthy lifestyle
  • Weight managers
  • Skew Boomer/Senior, lower income
  • Least likely to exercise
  • Health managers vs. preventers

FENCE SITTERS 24%

'Health' strivers and oftentimes exhibit contradiction between their attitudes and their behaviors; somewhat price-sensitive, possibly due to a higher likelihood of having children and are driven by the "family" diet.

  • 'Wannabe' healthy
  • Eco-friendly
  • Stressed out, want help and control
  • Active weigh, loss
  • More health kicks but no clear goals

EAT, DRINK & BE MERRYS 13%

Least concerned about health and healthy eating and least knowledgeable about health-related benefits. They know they should eat healthier --- but oftentimes don't and are the most focused on taste.

  • Least health active
  • Younger
  • Unconcerned about prevention
  • Least about to be the primary grocery shopper

Understanding the Consumer Changes Everything!