DuPont Nutrition & Health has undertaken an insight driven research project designed to help manufacturers develop and market products in the health and wellness area.

With health and wellness as a category growing nearly twice the rate of traditional foods and beverages, this data – collected from more than 14,000 consumers in 22 countries ­– comes at an opportune time for food and beverage manufacturers.

The research, conducted with HealthFocus International, helps food manufacturers define market opportunities by determining the motivations, needs and behaviours of consumer groups in today’s evolving food and beverage market. In addition to demographic and geographic data, the study includes information on health concerns, brand influences, attitudes and usage, lifestyle choices and parenting style.

The segmentation results in six core consumer groups – health helpers, weight strugglers, health wise, taste driven, good life and just food – divided into nutrition as primary and nutrition as secondary clusters.

“83% of global consumers consider diet and nutrition important to wellbeing, which is greater than wealth or physical fitness,” comments Greg Paul, global marketing director, consumer segments at DuPont Nutrition & Health. “We have become increasingly proactive about our health, yet well defined and decidedly varied segments still exist.

“Consumers portray diverse behaviour depending on their place in the spectrum of health and wellness. The importance of learning the demands of each segment is critical to understanding what motivates food purchase behaviour.”