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Brief Published: 27 May 2016

DuPont’s Health & Wellness Consumer Segments

Consumers desire health, taste and ease

New research by multinational healthcare company DuPont Nutrition & Health has identified six core wellbeing consumer segments, based on their health concerns and approaches to nutrition.

The study, which gathered data from 14,000 consumers in 22 countries, grouped participants into the following categories:

  • Health First: Around 9% of consumers are more likely to sacrifice both taste and convenience for foods with specific health benefits – and pay a premium for it. Their health concerns include tiredness and retention of muscle tone.

  • Aspiring Weight Losers: This segment of around 12% of consumers is concerned with weight management. They are looking for functional foods that will help them lose excess weight while avoiding food guilt. This group is slightly more likely than most consumers to pay more for healthy options.

  • Performance-Focused: Comprising the largest segment, 28% of consumers are seeking health-boosting foods to help them achieve overall wellness and perform at their optimal capacity. They are the most likely to sacrifice taste and convenience for health benefits, and the most likely to identify as vegetarian. They are also likely to seek ‘free-from’ labels.

  • Tasty Convenience: Nineteen per cent of these health-focused consumers are more concerned with convenient and flavoursome food that fits into their busy schedules. Taste comes first for a further 9%, who will only eat healthily if it tastes good (and will happily pay more for that privilege).

  • Easy Economisers: The remaining 23% of consumers don’t much care for fussy eating – they simply desire cost-effective and easy food. 

The findings also show more than four-fifths of global consumers consider diet and nutrition more central to wellbeing than wealth or physical fitness – offering untapped opportunities for food and beverage brands.

Greg Paul, global marketing director of consumer segments at DuPont Nutrition & Health, said: “We have become increasingly proactive about our health, yet well-defined and decidedly varied segments still exist. The importance of learning the demands of each segment is critical to understanding what motivates food-purchase behaviour.”

For more on the new health-focused consumer, see Millennial Mothers: Feeding Families as well as New Food Frontiers, which explores the close relationship between nutrition, technology and health.

For a wider look at how consumers of the future will approach health and nutrition in more balanced and informed ways, see Culinary Consciousness.