Nutrition must target what consumers ‘believe, think and feel,’ says HealthFocus International. HealthFocus International developed a wellness consumer segmentation tool and split US consumers into four categories according to how they adopt health and nutrition trends and integrate products into their lives. The four segments – lighthouse, converts, mainstreamers and followers from ‘highly experimental’ to ‘last onboard’. ‘Lighthouse’ consumers were “highly experimental” and always the “first to try” products, making up an estimated 8% of the American population. The ‘Converts’ group were consumers willing to trial products that often led to a “high level of repeat purchases and loyalty” and tended to be “higher than average” in terms of experimentation, making up 16% of the population. ‘Mainstreamers’ were those who showed “good repeat purchases” once they trialed a product but this group was the “least accepting of science and technology” in food and beverages, making up 34% of the US population. The ‘Followers’ group were the “last onboard” to latest wellness trends, though more than half selected food and beverage products for health, and this group made up 41% of the population.
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