Health and Wellness Consumer Segmentation

The Natural Marketing Institute's Health and Wellness Consumer Segmentation database Identifies Five Distinct Segments within the U.S. General Population

WELL BEINGS 30%

The most health proactive segment; they are early adopters and influencers who continually set the bar higher regarding their health.

Market leaders & Influencers
Use many health modalities
Highest organic usage
Most Green
Use some supplements

FOOD ACTIVES 10%

Highly oriented toward more natural means of maintaining their health and take personal responsibility through weight maintenance, exercise and choice of naturally nutritious foods.

Mainstream healthy
Take variety of supplements
Basics, balance and control
Least eco-friendly
Desire inherently healthy foods

HEALTH & WELLNESS
SEGMENTATION

24 Years of Consumer Trending
Understandings, Attitudes & Behaviors
69,000+ Consumers
5 Distinct Segments
Across All Generations Including
Millennials & Boomers.

MAGIC BULLETS 23%

High condition managers searching for a "magic bullet" to help manage their health. They have high belief in the value of supplements for health and higher usage of supplements — less concern with foods.

Lack commitment to healthy lifestyle
Weight managers
Skew Boomer/Senior, lower income
Least likely to exercise
Health managers vs. preventers

FENCE SITTERS 24%

'Health' strivers and oftentimes exhibit contradiction between their attitudes and their behaviors; somewhat price-sensitive, possibly due to a higher likelihood of having children and are driven by the "family" diet.

'Wannabe' healthy
Eco-friendly
Stressed out, want help and control
Active weigh, loss
More health kicks but no clear goals

EAT, DRINK & BE MERRYS 13%

Least concerned about health and healthy eating and least knowledgeable about health-related benefits. They know they should eat healthier --- but oftentimes don't and are the most focused on taste.

Least health active
Younger
Unconcerned about prevention
Least about to be the primary grocery shopper