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

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