New cohorts analyze consumers by healthy behaviors, age
Chicago-based Information Resources Inc. (IRI) released two new major demographic segmentations to help consumer packaged goods (CPG) manufacturers and retailers better understand consumers. The NutriLink segmentation classifies U.S. consumers into six groups based on their behavior and attitudes toward health, diet and nutrition, as well as their demographics, while the SilverLink segmentation specifically analyzes U.S. adults aged 50 and older based on demographics; attitudes toward aging, health and wellness; shopping behavior; and lifestyle habits.
Nearly one-third of the U.S. population is obese today, and experts anticipate an increase to 50 percent by 2030, according to IRI. Consumer attitudes toward health, exercise, diet and nutrition vary drastically: Natural and organic product sales are at an all-time high, yet fewer than 5 percent of adults participate in 30 minutes of physical activity daily, it says.