Lifestyle nutrition consumers are usually aged 18 to 39 and don’t prioritise regular exercise. Nevertheless, their general wellbeing drives them towards healthy eating habits. They are both concerned about nutrition and highly receptive to documented health claims – often making an effort to learn more about the impact of nutrition on health.
While they may not look for products that are linked to an active lifestyle, they are interested in protein for energy, weight management and mental energy and will often choose foods and beverages for health reasons.
Lifestyle nutrition consumers are most willing to pay a premium for health benefits and will also sacrifice taste and convenience to some extent.
We’ve developed a few product ideas that could capture their attention:
Source: HealthFocus® International, Global study, 2022.