Despite the startling prevalence of obesity in the United States, attitudes toward health, diet, nutrition and exercise vary drastically among consumers. Natural and organic product sales are at an all-time high, but fewer than 5 percent of adults participate in the recommended 30 minutes of exercise daily. IRI’s new NutriLink segmentation study classifies consumers into six groups based on their behavior and attitudes toward health, diet and exercise as well as their demographics. Each of the groups has distinct wants and needs that CPG companies can use to effectively target and entice them. Understanding these segments can help CPG manufacturers and retailers drive sales, increase loyalty and create successful new products. The categories include:
- Fast & Frugal – Taste and price are key concerns for these shoppers, who make up 26 percent of shoppers and have a median income of $36,000 and a median age of 46. As a result of their on-the-go lifestyles, they rarely exercise and prefer foods that are quick and easy to prepare or are ready-to-eat.
- Sensible Super Moms – In order to ensure that they and their families look and feel good, these savvy moms prioritize eating right and exercising. Theyprefer fresh food and actively seek information on nutrition/healthy eating, but also believe indulgent snacks can be part of a healthy diet. With a median income of $46,000 and a median age of 42, Sensible Super Moms account for 20 percent of the population.
- Wise and Healthy – With a median age of 68 and median income of $49,000, these shoppers are not as adversely affected by changes in the economy and can afford to buy healthy, nutritious groceries. They make an effort to exercise daily and believe in eating healthy food in order to stay healthy and disease-free. Sixteen percent of shoppers fall under the Wise and Healthy segment.
- Healthy Chic –These shoppers are actively trying to improve eating habits and tend to follow strict diets or eat healthy to stay healthy and maintain or lose weight. This group enjoys a median income of $76,000, has a median age of 44, and accounts for 16 percent of the population.
- Convenient and Content – This group does not put a premium ondiet or exercise. Their food choices tend to revolve around taste convenience rather than health. With an average age of 54 and a median income of $65,000, they are not particularly affected by changes in the economy. They make up 14 percent of the population.
- Carefree Coasters – These shoppers generally eat on the run and are largely indifferent to taste, freshness, healthiness and price. With a median age of 50 and a median income of $38,000, they spend very little time thinking about what they eat and are not concerned about calories or other nutritional aspects of food. Carefree Coasters account for 9 percent of the population.
Knowledge of these segments can help CPG marketers and retailers target their products toward the correct consumer groups, creating more effective and efficient campaigns. For example, the “Healthy Chic” and “Wise and Healthy” consumers will be drawn toward new healthy and organic products, while “Fast and Frugal” and “Carefree Coasters” will gravitate toward inexpensive prepared meals.