Healthy Foods Consumer Segmentation & Targeting

Healthy Foods Consumer Segmentation & Targeting

Challenge

A major U.S. National consumer product industry group, in partnership with a leading Public Relations firm, is developing a strategic platform for communication of growth opportunities to its member companies across multiple sectors including diet and nutrition, and fashion/apparel. 

Approach

M/A/R/C® mapped the market landscape – identifying priority consumer target segments for growth and targeting approaches to advise member companies on how to reach those segments.

  • A program of separate quantitative latent class segmentation studies were conducted – each with 1,000 participants. 
  • Segments of opportunity were identified for each sector, based on demographic and psychographic characteristics around underlying values and beliefs.
  • The studies followed M/A/R/C®’s segmentation process of: Alignment, Exploration, Measurement, Profiling, and Activation.

Outcome

  • The program has already seen positive results for the industry group. 
  • By identifying one core target caring about dietary needs and a secondary audience focused on sustainability, messaging strategies have been customized for the industry, to increase purchase frequency and bring new users into the category.