Consumers may be increasingly aware of the need for a wholesome diet, but they have many differing perceptions of the best way to get it. For the food industry, that means there is no ‘one size fits all’ when it comes to developing foods for today’s lifestyles.
Insights from multi-country consumer research indicate that food manufacturers can make a bigger impact on purchasing decisions if they target their product development towards the concerns, motivators and behavior of specific types of consumer.
Conducted by DuPont Nutrition & Health, the research considers factors such as health concerns, lifestyle choices, brand influences, demographics and geographic location.
Six consumer segments
The findings paint a picture of six definable consumer segments, based on a cross-section of their needs and interests. Briefly described, they are:
Nutrition, taste and convenienceNutrition is a primary driver of the shopping patterns of only three of these segments. For the others, nutrition is secondary to taste and convenience. Insights are also provided into the top health concerns of each group, what they look for on product labels and whether they are willing to pay more for foods with health benefits.
It’s more than just an interesting read. When launching new food products on the market, knowledge of consumer lifestyles and behavior could make the essential difference between failure or success.