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All data sourced from “Our Plight to Eat Right, “Sullivan Higdon & Sink FoodThink, 2014. The study was built on research from nearly 2,004 U.S. consumers.
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Many consumers try to eat healthy, with varying degrees of commitment (and success).
Wellness Commitment Fluctuates, Falters
Consumers tend to approach wellness in a variety of ways – seven, actually.
We’ve All Got Our Philosophies
HOLISTIC
7%
REFORMER
8%
MODERATE MAINTENANCE
23%
DO IT MY WAY
I AM WHO I AM
NOT RIGHT NOW
HEALTHY NOT SO HEALTHY
IN IT TO WIN IT
7%
34%
15%
4%
When it comes to wellness, moderation and self motivation is key to many.
Moderation Matters
The 5 C’s Impeding Healthy Eating
COST
62%
CHANGE IS HARD
46%
CORPORATE PERCEPTIONS
41%
CAN’T COOK
17%
Not all consumers respond to the same messaging. Target your approach by speaking their language and knowing their motivators.
Know Your Audience
Infographic created by:
CONVENIENCE
47%
32%44%
24%
Committed to Health
Not So Committed
to Health
In the Middle
I stay healthy because it’s fun. I play sports and stay active for the social aspect. I enjoy setting goals and looking good.
Segments: HispanicParentsOrganicMenMillennialsHigh income
Motivators: Social influence Enjoy being active Setting good example for kids
IN IT TO WIN IT
Healthy living is a way of life. My body is a temple, so I exercise regularly and eat healthy, natural foods.
Segments: OrganicGood cooks Pre-Boomers High income
Motivators: Physical strengthEnjoy being active Setting good example for kids Higher energy level
HO
LISTIC APPROACH
I try to live healthy, but I don’t follow a particular diet. I just do what works for me.
Segments: Pre-Boomers
Motivators: Enjoy being activeOverall well-being
DO IT MY WAY
I don’t worry about exercise or eating right. I have other things to worry about, so I just try to get through the day.
Segments: Bad cooks Unemployed Men Low income
Motivators: None
I AM WHO I AM
Segments: Single Bad cooksLow income
Motivators: NoneSocial influence
NOT RIGHT NOWHealth isn’t really a priority. I occasionally exercise, and at some point, I’ll start eating healthier.
Segments: OrganicHigh income ParentsGen-XersWomen
Motivators: Weight loss Social influence Physical appearance Setting good example for kids
THE REFORMERI frequently diet and seek help managing my
health. Sometimes I relapse, but then I jump back on a diet.
I just try to maintain my weight and eat a fairly healthy diet.
Segments: Pre-Boomers
MOD
ERATE MAINTENANCE
Motivators: Maintaining healthy weight Prevent illness and disease
MODERATE
NOT SO HEALTHY
CONSUMER SEGMENT
MOTIVATORS SUGGESTED MESSAGES
Being active
Having energy
Gives energy to keep you going
Overall well-being
Maintain weight
Part of a balanced diet and a better
lifestyle
Social influence
Convenience and ease
Healthy eats made easy
HEALTHY
W EL L NESS AT TIT UDES:
DOESN’T FIT ALLONE SIZE
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