New personas
Learn about the three major consumer groups and what each of them does for their health
Who Cares More About Their Health?
The journey towards better health can be understood through three groups of consumers that we identified based on the findings of this new research. Health Actives adopt numerous diet and lifestyle practices always or often to stay healthy, while Health Moderates adopt some initiatives, and Health Passives are not very adept to any.
While it may seem obvious that those most involved in healthy activities reap the greatest benefits, the reality is somewhat different. A diverse mix of cultural, social, and economic factors, personal beliefs, and the availability of options influence individual actions. In practice, this can sometimes lead to those less actively involved making healthier choices and more concerned individuals indulging in less beneficial products.
In general, 40% of Latin America is made up of Health Actives – above the global average, which includes 31%. This group, which is more likely to buy vitamins and healthy foods, such as fresh and frozen vegetables and less sugary options, also stands out in Colombia (52%) and Mexico (42%). The lowest proportions are seen in Brazil and Chile, each with 30%.
Brands that understand these different profiles can engage them in a personalised way. Health Actives, for example, seek products that support their disciplined routines, while Health Moderates need flexible solutions that keep up with their unpredictable schedules, and Health Passives value simple and convenient approaches to begin adopting healthy habits.
While the path to wellness is unique to each group, brands that offer support tailored to these needs will help consumers progress towards a healthier, more balanced lifestyle.
