Total Market Healthy Movement: WellnessSpectrum

Eight major breakfast brands received top honors when the 2014 Wellness Brand Awards were announced at the Hispanic Retail 360 Summit in San Antonio hosted by Stagnito. The winners were chosen from among 240 CPG brands competing for a “share of stomach” in various breakfast sub-categories. The awards were presented at the Tapping Into the Total Market’s Healthy Living Movement session, presented by Santiago Solutions Group (SSG). The session reveals how easy it is to apply predictive analytics, such as the new SSG Wellness Spectrum™ powered by GfK MRI, to discern consumer patterns that may enhance growth for marketers.

Eight major breakfast brands received top honors when the 2014 Wellness Brand Awards were announced at the Hispanic Retail 360 Summit in San Antonio hosted by Stagnito.  The winners were chosen from among 240 CPG brands competing for a “share of stomach” in various breakfast sub-categories. The awards were presented at the Tapping Into the Total Market’s Healthy Living Movement session, presented by Santiago Solutions Group (SSG).  The session reveals how easy it is to apply predictive analytics, such as the new SSG Wellness Spectrum™ powered by GfK MRI, to discern consumer patterns that may enhance growth for marketers.

The basis of this innovative segmentation and planning tool is a clinical approach that incorporates healthy & unhealthy lifestyle choices of the leading preventable chronic diseases including Obesity, Diabetes 2, High Cholesterol and Hypertension. The implications for food manufacturers and food and drug retailers are vast as 12 million new Multicultural & Millennial consumers will become health insured through the Affordable Care Act by 2015. This enormous wave of newly insured will spur new momentum to healthy products and services in the health care continuum.

Learn More about Wellness Spectrum

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*Awards Methodology
We began by looking at individuals’ wellness mindsets and behaviors–the personal values and lifestyle that guide healthy brand choices, to create a personal wellness score akin to an individual’s FICO credit score.  With that in hand, SSG measured brands’ wellness score applying the SSG’s Wellness Spectrum™ and aggregating the wellness scores of each brand user as measured by GfK MRI’s Survey of the American Consumer® brand incidence 2011-2014. Finally, SSG ranked brands across Total Market, Millennial, Hispanic, and African American segments. To learn more information on SSG’s 2014 Wellness Brand Awards and Tapping Into the Total Market’s Healthy Living Movement click HERE.

SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc.
©2014 GfK US LLC. All Rights Reserved; ©2014 Santiago Solutions Group, Inc.

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