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Focus on the Consumer

We work to help you tap into all those intangibles – the whys and hows behind consumer behavior in order to give you more ways to connect profitably. (click on each for more information or scroll down)

  • Proprietary client segmentation
  • Customized target audience profile
  • HealthFocus Health Shopper Segmentation Model
  • HealthFocus Parenting Segmentation Model
  • HealthFocus Benefit platforms

Proprietary Client Segmentation

HealthFocus can build from ground up a custom segmentation. However, many of our clients already have their own models in place and need updates, more information or broader geographic coverage.

Quicker, and much less expensive versus new research. We have found in most instances we can match your internal segmentation with the questions from our existing Global Database on Consumers and Healthy Living. We then capture all the information on healthier living profiles by individual segments.

Customized Target Audience Profile

We can bring your consumer target to life. Accessing our Global Database on Consumers and Healthy Living, we seek out a combination of attitudes, ability to act and current product usage to pinpoint your market. We size, trend and profile this consumer opportunity by identifying when, how and where to market most successfully.

Profiling may include:

  • Attitudes and behaviors relative to food and health
  • Barriers to health and predisposition to change
  • Benefits and nutrients of interest
  • Brand and product drivers
  • Sources of information
  • Food and health concerns
  • Usage of key products

HealthFocus Health Shopper Segmentation Model

The HealthFocus Healthy Shopper Segmentation divides shoppers into six distinct groups, each with different approaches and motivation on health and wellness.

The HealthFocus Segments provide a consistent global foundation for understanding basic shopper attitudes and belief systems relating to actions.

HealthFocus Segments

Disciples

  • Compulsive about dietary choices
  • Includes many vegetarians and health food shoppers
  • Knowledgeable about cutting-edge nutrition

Investors

  • Making healthy choices for future health
  • Values quality and new food experiences
  • Won’t sacrifice taste or convenience

Managers

  • Sees positive, daily results from healthy diet
  • Wants immediate benefits,
  • Priorities distract from H&W
  • More likely to have young children

Healers

  • Compelled to eat healthier due to health issues
  • Tend to be older
  • Health interests often one dimensional
  • Positive outlook and more likely to take action

Strugglers

  • Yo-yos between healthy and unhealthy eating
  • More feelings of guilt
  • Less empowered
  • Vulnerable to quick fix promises

Unmotivated

  • Does not believe that diet impacts health
  • Tends to be young and single
  • Taste driven
  • Makes weight-loss choices for vanity instead of health

HealthFocus Parenting Segmentation Model

The HealthFocus Gatekeeper Segmentation is a view of the different kinds of parents and the different attitudes and behaviors they have when providing for the health and wellness needs of their children.

HealthFocus Gatekeepers

Nurturer

Gatekeeping with quiet ease

Controller

In control, always diligent

Overwhelmed

Concerned but mystified

Uninvolved

Not defined by gatekeeper role

HealthFocus Benefit Platforms

HealthFocus has identified 8 global nutritional benefit areas that are most compelling to shoppers, provide for optimum market coverage, and are the foundation on which to build brand positioning

Functional Nutrition

Well-Being

  • Nourishing mind, body and spirit
  • Holistic health

Natural

  • Purity
  • Simplicity

Cosmetic

  • Appearance
  • Graceful aging

Pleasure

  • Feeling good
  • Enjoyment

Nurturing

  • Defining success through others
  • Quality of life

Performance

  • Health enhancement
  • Success

Weight Management

  • Maintaining or losing
  • Self-esteem

Prevention

  • Health management
  • Reduced risk or impact

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    Company Profile

    HealthFocus specializes in understanding consumer attitudes towards health and nutrition and helping to apply those insights to brand development and innovation. The HealthFocus Global Database on Consumers and Healthy Living is the largest available on shopper health and nutrition. The syndicated HealthFocus Trend Survey, conducted in the U.S. and 40 other markets, is the most in-depth, up-to-date study of its kind.





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      HealthFocus International
      1011 East Touhy Ave, Suite 450
      Des Plaines, IL 60018

      E: info@healthfocus.com

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