Consumer Deep Dive Series: The Practical Worriers 

To be successful at personalisation, it is imperative for brands to understand the nuanced needs of different types of consumers. For the second piece in our series, we are diving into the drivers of a group we have named Practical Worriers, who make up a fifth of global health-conscious consumers.

Out of the five consumer groups identified in our Consumer Segmentation Report, Practical Worriers are, as their name suggests, the most worried and dissatisfied about their health. However, they are conscious that making changes to their lifestyle and diet would shift this, which presents an opportunity for nutrition brands to help this group get their health on track.

Figure 1: Level of dissatisfaction with overall health & wellbeing

Many Practical Worriers are unemployed or full-time homemakers, mostly women aged between 30 and 50. They cite factors beyond their control as reasons for not actively managing their health and wellbeing. In juggling the demands of running a household on a budget, managing their health falls lower down the list of priorities. This lack of proactivity leads to a sense of guilt that they aren’t doing more for their wellbeing.

While they are typically not interested in trying new nutrition products, more than a third of Practical Worriers also say they are dissatisfied with the number of nutrition products they consume – the most dissatisfied segment out of the five health-conscious consumer segments identified in our research. This indicates a strong desire to be in the driver’s seat for their health, only it feels difficult given their current life situation. 

Figure 2: Level of dissatisfaction with frequency of consumption of healthy/nutritious foods and beverages
 

Knowing there is motivation to change, but resistance to try new things, how can brands overcome the barriers Practical Worriers face, and design products that help boost their sense of control? 
 

A preference for the tried and true

One reason Practical Worriers prefer to rely on their natural diets and tend not to want to try new products is their doubts about the efficacy of ingredients and potential side effects. To overcome the trust barrier, communicating clear, robust scientific evidence of efficacy should be a brand’s top priority to alleviate skepticism of this consumer group.

Our study shows that Practical Worriers’ primary health concerns are around managing their current state of health and wellbeing, rather than preventing conditions in the future.

We know that stress and weight management are their biggest immediate concerns, so products that focus specifically on these benefits would be preferable to a long list of interconnected benefits. Drawing clear connections between an ingredient and the scientific evidence of corresponding benefits will also help build trust in the brand. 
 

Novelty vs Tradition 

Practical Worriers are not adventurous or experimentative. They’re not the type to jump on fads, instead focusing on practical, manageable steps that fit into their existing routines, like getting enough sleep, eating balanced meals, and participating in activities they enjoy.
 

When asked specifically about consuming nutrition products to manage their health, Practical Worriers say they prefer formats they recognise from the fridge at home, like milk, yogurt, or supplements.

As cost-conscious homemakers, we can expect they enjoy the process of making meals from scratch and experiencing the results from their own efforts. This further leads to their skepticism around trendy foods that seem processed, unnatural, or too good to be true.

Words like “new” or “latest” are not likely to entice Practical Worriers to purchase a product, and further studies¹ in the area also show that a consumer’s desire for control in their life tends to lead to lower acceptance of new products. Instead, they are more inclined to turn to products that they feel more comfortable with, ingredients that they know can be trusted, or endorsements by credible sources.
 

Meet them where they are with your messaging  

A contributing factor to Practical Worriers’ preference for products they know and trust is that they don’t set aside time (or simply don’t have the time) to proactively research their health and wellbeing.

Many say they feel uninformed about connections between nutrition and overall health and wellbeing, but they are receptive to learning more.

Figure 3: Overall agreement with ‘I am well-informed about how F&B influence my health & wellbeing.’

Practical Worriers tend to turn to the TV for new knowledge and information about health, wellbeing, or nutrition. Traditional marketing, such as short, science-backed advertisements or brand partnerships will be impactful in delivering new research to them. 

Additionally, as community-minded individuals, Practical Worriers rely heavily on word-of-mouth endorsements from trusted family and friends. Brands can extend their influence among these social circles by adopting referrals programmes and encouraging online reviews.

The bottom line for appealing to Practical Worriers

In conclusion, as the consumer segment with the widest gap between their health concerns and their consumption of nutrition products, Practical Worriers present an exciting opportunity for brands to create products that help them gain more control of their health and wellbeing.

While Practical Worriers are not obsessed with making healthy changes, they are motivated to do so. It’s about meeting them where they are and earning their trust with simple, recognisable products that are scientifically proven to address their health concerns.

The final hurdle for this cost-conscious group is to price products lower than others on the market and showing the Practical Worriers how they can easily address their health concerns by incorporating these into their existing daily routines.