Get inside the heads of a few happy-go-lucky shoppers

Life Tastes Good consumers understand nutrition and health concerns but prioritize taste and living life to the fullest, as New Hope Natural Media found in our new Market Innovation Consumer Segmentation research. Read more about these shoppers in our easy-to-digest infographic and meet three of them in this video profile.

These relaxed, happy-go-lucky shoppers choose food because it is delicious and enjoy cooking meals at home with family and friends. The end result is a consumer segment that is relatively healthy, is satisfied with current brand choices, and avoids natural and organic foods because of taste perceptions.

All of this makes the Life Tastes Good segment a weaker potential target for natural, organic and healthy product brands, which face an uphill battle in convincing these consumers that taste and health can go hand in hand.

Want to explore the other consumer segments? Check out these infographics and related videos: 

To learn more about New Hope’s Market Innovation Consumer Segmentation study, which is based on a survey of more than 5,000 U.S. consumers conducted in July 2013, e-mail Len Monheit at [email protected], Dave Kingsbury at [email protected] or Tara Burkley at [email protected].

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