Capturing The Right ‘Healthy-Driven’ Shoppers For Your Brand

Healthy living has hit the American mainstream, with more and more consumers changing their attitudes, lifestyles, and shopping habits. However, striking a balance between healthier alternatives is a huge challenge for marketers. We will delve into the mind and choices of the increasingly health conscious breakfast shopper as we take a planning roadmap with varying degrees of healthy lifestyles as a barometer.

This SSG Webinar covers:Person deciding

1. Healthy Living Movement
2. Individuals Wellness Behavior Reflected in Scores
3. Three Wellness Personas Across Habits & Purchase Indicences
4. Segments Disagree on Healthy Brands
5. Market/Segment Planning from Opportunity to 1:1 Targeting
6. Conclusion

Healthy living has hit the American mainstream, with more and more consumers changing their attitudes, lifestyles, and shopping habits. However, striking a balance between healthier alternatives is a huge challenge for marketers. This insights webinar will explore a decision tool that helps brands and retailers to:

  • Identify consumers who will be most responsive to ‘new & improved’ healthy and green offerings
  • Select consumers who are most likely to choose brands based on a firm ‘code of personal & planet wellbeing’ vs. consumers who tend to compromise wellness for convenience
  • Discern which brands may still find more growth among “indulgent” consumers
  • Understand how brands in a category rank according to the wellness outlook of their buyers and how these differ by cultural and generational segment
  • Explore ways to apply the universal truth of ‘attaining a better life through good food choices’ to different brands and opportunity segments

We will delve into the mind and choices of the increasingly health conscious breakfast shopper as we take a planning roadmap with varying degrees of healthy lifestyles as a barometer from which to:

• Identify key growth sub-segments
• Tweak messaging based on powerful wellness personas
• Choose a Total Market communications approach (cross cultural, segmented or dual approach)
• Select the appropriate channels to engage higher propensity consumers in their specific path to purchase down to the store level in a trade area

The actionable turnkey tool to guide these decisions is the new SSG Wellness Spectrum™ powered by GfK MRI. This tool combines SSG’s health & wellbeing predictive analytics with the rich bank of attitudes, shopping and media behaviors from GfK MRI’s Survey of the American Consumer –a national representative sample of 100K consumers projectable to 238 million adult individuals in the U.S. This decision tool enables brands to plan more effective integrated cross-channel marketing efforts at a high level. By interfacing with Acxiom and other Big Data providers, the Wellness Spectrum segments and scores can also enrich client databases for efficient targeting whether at a trade area, 1:1, or within a store.

 

We have worked with brands such as:

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