Health-Committed Consumers to Food Brands: "Help Us Be Healthy!"

Self-proclaimed "customer science" firm Dunnhumby has identified a category of shoppers they dub "health-committed consumers." Driven by an improving economy and increased health concerns, these affluent and more highly educated consumers devote close to 75% of their shopping dollars to healthy products.

Health-committed consumers primarily seek out fresh foods but are open to healthy alternatives to packaged foods, especially those with clean labels, high fiber, and low sugar. Interestingly, as noted in a FoodNavigator-USA article on the topic, they are also looking to brands and retailers for help in meeting their health objectives:

An overwhelming majority of consumers (90%) takes responsibility for eating better, but 62% expect food manufacturers to play an important role in helping them lead a healthier life, and 53% say supermarkets should help.