NielsenIQ Collaboration Whole Living

NielsenIQ - Natural Marketing Institute


With the Institute's Whole Living Segmentation

The Institute's Whole Living Segmentation Model

Consumers incorporate healthy behaviors in their lives in many different ways, at varying levels and for different reasons as they age. Organizations of all types need to understand today's Whole Living dimensions and how consumers across generations embrace elements of health-seeking behavior into their lives.

The NielsenIQ Company has partnered with Natural Marketing Institute to provide in-depth insights into consumer purchasing as it relates to Whole Living attitudes and behavior, by overlaying actual purchase data onto the Institute's Whole Living Segmentation framework.


Segmenting Consumers

The Institute's analysis of the U.S. population's attitudes and behaviors regarding aging has long indicated that there are clearly identifiable segments across all generations and dimensions well beyond just physical health.

The Institute's Whole Living Segmentation is a unique and powerful consumer insight tool to measure and trend the Whole Living marketplace. The segmentation classifies the U.S. population (18+) into one of six mutuaIly exclusive segments: TRADITIONALISTS, HELP SEEKERS, QUE SERA, SERAS, BALANCERS, ACTIVE AGERS, and FIRST ADOPTERS.

  • Over 50,000 Homescan households are scored to the 6 mutually exclusive Institute segments
  • Ongoing collaboration since 2007

Key Benefits:

Once exclusive to Boomers and Matures, Whole Living has now been embraced across the entire demographic spectrum. It has become the new cultural currency, transcending money, fame and power. And many health issues that once only plagued older people, such as obesity and diabetes, have reached epidemic proportions among young people and children. This suggests that while agelessness may be the cultural ideal, the reality is that the need, as well as the desire, for Whole Living is getting younger.


Scoring NielsenIQ Homescan to the Institute's Whole Living Segmentation

Homescan panelists are now scored into the six Whole Living Institute segments.

This segmentation allows you to quantify the segments on actual purchase behavior such as:

  • Category and brands purchased including trial and repeat purchasing and brand switching patterns
  • Retail channels and retailers shopped including key measures of shopping frequency and basket ring

The linkage also includes NielsenIQ Spectra Behavior Scape framework, which enables more precise consumer targeting based on retailer/store trade area profiles,TV viewing preferences, magazine readership and newspaper/FSI form subscription.

The Whole Living Segments can now be accessed beyond the Homescan suite of products via integration through SLMS.

Contact us for more information.