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How understanding consumers could unlock your potential

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:

  • The health helpers – typically more senior consumers focused on keeping their health issues in check
  • The weight strugglers – mainly overweight or obese individuals who want to eat healthily but need some help
  • The health wise – nutritional savants who believe healthy eating is essential for a long and active life
  • The taste driven – younger, emotional eaters who put taste first and consider nutrition only as an afterthought
  • The good life lovers – consumers who want to eat better but primarily buy foods because they taste good
  • The just foodies – detached diners who just want convenient and familiar food that can get them through the day

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.