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How can brands appeal to the most educated and engaged health-conscious consumer segment?
As brands look to personalise their products to their audiences, a clear understanding of consumer groups' distinct needs and preferences is crucial. In our article series, we explore how brands can tailor their solutions and outreach to the five segments from our Consumer Segmentation Report. Of particular interest is the 'Proactive Pursuers' segment, which stands out as the largest among the five.
Read Part 1 of 5 of our Consumer Deep Dive Series here, an article series on the consumer segments identified in The Global State of Health & Wellbeing Report - Volume 2.
This high-income consumer group is knowledgeable about nutrition and wellbeing. Taking an especially proactive approach to health management, they incorporate multiple steps into their routine to help manage their wellbeing, including adopting a well-balanced diet. Gain access to further exclusive insights on Proactive Pursuers by downloading the report.
Unlock the secrets to engaging Proactive Pursuers with our focused report. Learn how their attitudes towards nutrition and the demand for convenience shape their buying decisions. Brands can understand how to tailor their offerings to meet the exacting standards of this discerning group, enhancing the brand's appeal.
More than half (52%) of Proactive Pursuers are willing to try new products if brands provide sufficient information around the health benefits. The figure depicts their preferred information sources for wellbeing and nutrition. The effort in winning this group is worthwhile, as these consumers not only try but also repeatedly purchase trusted healthy options. More detailed insights on their purchasing behavior can be found in the report.
Figure 2: Proactive Pursuers’ preferred information sources for wellbeing and nutrition
Proactive Pursuers (27% of global consumers)
The largest and most highly-engaged of the segments, Proactive Pursuers believe health is holistic, and nutrition has a big impact on overall quality of life. They take a scientific and highly-disciplined approach to food, and are prepared to pay more and sacrifice convenience and indulgence for healthier products.
Balanced Seekers (22% of global consumers)
Balanced Seekers are sensible, informed and happy with where they are in life. They strongly believe that health is holistic, and nutrition has a big impact on overall quality of life. Recognising that there are factors beyond their control, they adopt a practical and relaxed approach to health.
Practical Worriers (20% of global consumers)
Practical Worriers adopt a balanced, sensible, and informed approach towards life. They acknowledge that nutrition has an impact on their overall wellbeing and tend to worry about their declining mental and physical health. They are focused on making small and manageable changes to improve their wellbeing when necessary.
Relaxed Cosmopolitans (16% of global consumers)
Relaxed Cosmopolitans are preoccupied with their busy lifestyles and choose to take a balanced, sensible, and informed approach to life. Although they want to do more for their health and wellbeing, they do not have sufficient time or knowledge. They are less likely to be scientific or highly disciplined about nutrition and perceive healthy eating as natural and unprocessed diets.
Activity Seekers (14% of global consumers)
Activity Seekers are optimistic, competitive, and active. Highly engaged in physical activity, it is their preferred method to manage their health over nutrition. However, they are willing to try new products and are prepared to sacrifice convenience for healthy food and beverages that can boost their performance.
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