DuPont helps identify H&W opportunities

21 Mar 2016

DuPont Nutrition & Health has collected data from more than 14,000 consumers in 22 countries for an insight-driven research project designed to help manufacturers develop and market products in the health and wellness area.

DuPont helps identify H&W opportunities

DuPont Nutrition & Health has collected data from more than 14,000 consumers in 22 countries for an insight-driven research project designed to help manufacturers develop and market products in the health and wellness area. With health and wellness as a category growing nearly twice the rate of traditional foods and beverages, the company believes this research comes at an opportune time for food and beverage manufacturers.

The DuPont Nutrition & Health research, conducted with HealthFocus International, is said to help food manufacturers define market opportunities by determining the motivations, needs and behaviours of consumer groups in today’s evolving food and beverage market. In addition to demographic and geographic data, the study includes illuminating information on health concerns, brand influences, attitudes and usage, lifestyle choices, and parenting style. The segmentation results in six core consumer groups – Health Helpers, Weight Strugglers, Health Wise, Taste Driven, Good Life and Just Food – divided into nutrition as primary and nutrition as secondary clusters.

“Eighty three percent of global consumers consider diet and nutrition important to wellbeing, which is greater than wealth or physical fitness,” said Greg Paul, Ph.D., MBA, global marketing director, Consumer Segments at DuPont Nutrition & Health. “We have become increasingly proactive about our health, yet well-defined and decidedly varied segments still exist. Consumers portray diverse behaviour depending on their place in the spectrum of health and wellness. The importance of learning the demands of each segment is critical to understanding what motivates food purchase behaviour.”

“We provide manufacturers with the ingredients that can turn health and wellness challenges into opportunities for competitive advantage and profitability. Our technical expertise, coupled with our marketing insights, helps our customers to win the minds and carts of demanding shoppers.”