The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 2 V. Health & Nutrition A. Cooking & Food Shopping Segmentation This segmentation explores attitudes and behaviors relating to the cooking of food and the shopping that goes along with it. • Food-To-Go—These consumers have little interest in cooking. They frequently eat on the run, and prefer picking up a prepared meal to spending time cooking at home. • Home-Cooking Virtuosos love to cook at home. They stock up on multiple units of on-sale items, have no qualms about buying generic food items, and want their ingredients fresh. • Cooking Up an Image—Like the Virtuosos, this segment spends a lot of time cooking at home, but they are extremely brand loyal and rarely buy generic items, even when they are on sale. 59
Survey of the American Consumer: Part 2 V. Health & Nutrition B. Diet Control & Eating Habits Segmentation Many American adults who control their diets do so for a multitude of reasons. This segmentation uses responses to questions about diet control, food choices, and exercise and relates those responses to the reasons consumers give for managing what they eat. • Fitness Members of the Fitness segment exercise at least twice a week and “eat healthy” by focusing on food’s nutritional value. They believe that fit people eat fit food—fat-free, high fiber, low-cholesterol, low-fat, low-sodium, natural, organic, and often vegetarian. Their primary motivations for diet control are physical fitness, weight maintenance and regularity. • Health Condition Consumers in this segment are under orders, usually by their doctors, to watch what they eat. They need to control their blood levels (cholesterol, sugar) and restrict salt intake. They tend to consider themselves semi-vegetarians, and to buy fat-free, low-carb, low-cholesterol, low-sodium and sugar-free products, organic or otherwise. • Weight Loss Consumers in this segment have one goal – to lose weight. To that end, they buy fat-free or low-fat, high fiber, low-calorie, sugar-free food. They are also willing to cede control over their diets to a special weight loss or exercise program (Jenny Craig, Weight Watchers, South Beach, Atkins, etc.). • No Diet Members of this segment do not monitor their diets (yet). 60
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The GfK MRI Psychographic Sourcebook

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