The GfK MRI Psychographic Sourcebook
The GfK MRI Psychographic Sourcebook
The GfK MRI Psychographic Sourcebook
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Survey of the American Consumer: Part 2<br />
V. Health & Nutrition<br />
B. Diet Control & Eating Habits Segmentation<br />
Many American adults who control their diets do so for a multitude of reasons. This segmentation uses responses to questions about diet<br />
control, food choices, and exercise and relates those responses to the reasons consumers give for managing what they eat.<br />
• Fitness<br />
Members of the Fitness segment exercise at least twice a week and “eat healthy” by focusing on food’s nutritional value. <strong>The</strong>y believe<br />
that fit people eat fit food—fat-free, high fiber, low-cholesterol, low-fat, low-sodium, natural, organic, and often vegetarian. <strong>The</strong>ir<br />
primary motivations for diet control are physical fitness, weight maintenance and regularity.<br />
• Health Condition<br />
Consumers in this segment are under orders, usually by their doctors, to watch what they eat. <strong>The</strong>y need to control their blood levels<br />
(cholesterol, sugar) and restrict salt intake. <strong>The</strong>y tend to consider themselves semi-vegetarians, and to buy fat-free, low-carb,<br />
low-cholesterol, low-sodium and sugar-free products, organic or otherwise.<br />
• Weight Loss<br />
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<br />
food. <strong>The</strong>y are also willing to cede control over their diets to a special weight loss or exercise program (Jenny Craig, Weight Watchers,<br />
South Beach, Atkins, etc.).<br />
• No Diet<br />
Members of this segment do not monitor their diets (yet).<br />
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