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Convenience tops health when you are a Guilty and Defeated consumer

Convenience tops health when you are a Guilty and Defeated consumer
These time-strapped consumers want to be healthy, they are just too busy and stressed out to prioritize health and wellness over convenience. Learn more about this group within New Hope Natural Media’s Market Innovation Consumer Segmentation study in this infographic.

For the Guilty and Defeated group of consumers, health almost always takes a back seat to convenience, as New Hope Natural Media learned through our new Market Innovation Consumer Segmentation study.

These time-strapped consumers want to be healthy but don’t actively pursue health and wellness. They feel guilty about this but busy, stressful lives prevent the Guilty and Defeated from taking control of their diets and wellness. The result is low-energy, defeated shoppers (many with young kids) who pay little attention to labels, seek out convenience and focus on price. Learn more about these consumers in the infographic below or watch a video profile of three moms that fall into the Guilty and Defeated group.

The good news is that these consumers are active on social media and tend to try new things, so gaining trial with the Guilty and Defeated isn’t impossible for natural, organic and healthy products brands. The challenge is turning them into repeat buyers.

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, e-mail Mark Mallardi at [email protected] or Tara Burkley at [email protected].

New Hope's Market Innovation Consumer Segmentation: Guilty and DefeatedClick to enlarge


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