dunnhumby Reveals Health-Committed Consumers 24% More Valuable Than Average Shopper

62% of Health-Committed Consumers Cite Brand Guidance as Major Influence on Healthier Lifestyle Choices and Purchasing

CINCINNATI--()--dunnhumby, the world’s leading customer science company, today released their global report analyzing the value and behaviors of health-committed consumers. dunnhumby’s “Healthy, Wealthy & Wise” report provides quantifiable data related to the health-focused consumer market’s purchasing and influences, and shows clear opportunities for brands in meeting this lucrative market’s wants and needs.

“While companies often address health consciousness though corporate social responsibility (CSR) programs, dunnhumby’s research makes a strong case for commitment to health being pursued as a core business strategy”

Key findings from the dunnhumby “Healthy, Wealthy & Wise” report include:

  • A 38% increase in the overall number of health-committed consumers since 2009.
  • Approximately 25% of consumers globally are committed to health, and are 24% more valuable than the average customer. Health-committed consumers tend to be more affluent – a trend consistently reflected in the data for all countries studied by dunnhumby.
  • 33% of consumers say there are major barriers to them leading a healthy lifestyle. The cost of healthful foods is cited by 70% as the most important barrier, with a corresponding 80% of consumers saying that promotions on healthy products are key to changing their bad eating habits.
  • 62% of health-committed consumers want guidance from food brands on health and wellness, with 53% saying they believe a retailer can have a significant role in supporting their commitment to health. 37% look to their respective governments for guidance.
  • Compared to consumers in the rest of the world, health-committed U.S. shoppers are less likely to trust food labels. Global consumers are less likely than U.S. shoppers to check nutrition labels at all. This suggests that brands would do well to focus on influencing health far beyond the label, through a variety of marketing and media tactics.

“While companies often address health consciousness though corporate social responsibility (CSR) programs, dunnhumby’s research makes a strong case for commitment to health being pursued as a core business strategy,” said Julian Highley, Global Director of Customer Knowledge for dunnhumby. “The higher priority given to health and wellness by consumers around the world represents a remarkable opportunity for brands, especially considering the significantly higher value that health-committed consumers represent.”

The dunnhumby Global Trends Unit leverages dunnhumby’s behavioral and attitudinal data on more than 660 million consumers worldwide to enable brand and retailer decision makers to formulate superior forward-looking strategies. For this research, dunnhumby studied customer behavior across 18 countries in North and South America, Western and Central Europe, and Asia. To understand consumers’ attitudes toward health, this was augmented with a survey in eight countries that represented the cross section of ranges of health risk factors reported by the World Health Organization. Attitudinal and behavioral data was integrated to provide a rich perspective on how people’s attitudes towards health influenced their behavior.

To access the full dunnhumby Healthy, Wealthy & Wise Report, as well as additional data and insights, please visit http://www.dunnhumby.com/healthy-wealthy-wise.

About dunnhumby

dunnhumby is the world’s leading customer science company. We analyze data and apply insights from 700 million shoppers across the globe to create personalized customer experiences in digital, mobile, and retail environments. Our strategic process, proprietary insights, and multichannel media capabilities build loyalty with customers to drive competitive advantage and sustained growth for clients. dunnhumby employs nearly 3,000 experts in offices throughout Europe, Asia, Africa, and the Americas and works with a prestigious group of companies including Tesco, The Kroger Co., Coca-Cola, Macy's, Procter & Gamble, and PepsiCo. For more information, please visit us at www.dunnhumby.com.

Contacts

For dunnhumby
Ann Keeling or Clare Whitaker, 513-381-3248
ann@cristofolikeeling.com
clare@cristofolikeeling.com

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Release Summary

dunnhumby today released their global report analyzing the value and behaviors of health-committed consumers showing clear opportunities for brands in today's marketplace.

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