Health Balancers are health focused shoppers with a desire for "better for you" Fresh Baked Goods. Representing 15% of Bakery Buyers, Health Balancers are Fresh Bakery's third most frequent visitor.
Health Balancers
Featured Shopper Segment
Health Balancers
Manta: "Food is fuel. Make mine clean please"
Dive into the values of our Health Balancers while learning how to drive frequency for these shoppers.
Getting to Know Health Balancers
Motivations
Attention to nutrition labels and products without artificial ingredients.
Key Occasions
Entertaining, most notably from home, and balanced family meals.
Most-Loved Categories
Portion-controlled/bite sized pieces, or 'better for you' items with the use of healthy ingredients (e.g., dark chocolate, gluten-free, etc).
To Grow with Them, Focus On
Transparency.
Consider establishing a Better for You section in the Bakery department that houses products that are curated for their healthier qualities.
Key Habits & Attitudes
BROWSE FRESH BAKERY WITH PURPOSE; NEED SPECIAL DIET OPTIONS; NOVELTY SEEKERS
- More likely to purchase customized products, and new, on-trend and fun varieties
- More likely to shop natural food stores
- More likely to plan purchases
- Most likely to visit a fresh bakery department with a variety of special diet options
- Less satisfied with fresh bakery's product attributes
Source: Rich’s shopper segment survey, Circana Integrated Fresh Scan Panel, August 2023, n=1,766
Solutions for Health Balancers
Clean label ingredients & smaller portion sizes, with relevant examples being:
