Market research: Characteristics of a health freak

This is the first in a series of posts summarising the results of a survey focused on understanding consumer attitudes towards health, wellbeing and health lifestyles in the UK. If you have clients or patients it can often help to categorise them into groups according to their attitudes as this provides a very useful way of organising your marketing strategy. Everyone responds differently to marketing, so the key for marketers is to understand what each individual customer responds best to. Know what buttons to press and you’ll find the whole process of promoting your services a whole lot simpler.

There are half a dozen health types that I’d like to share with you. Here is the first. Does it remind you of any of your patients?

Health Freaks (17% of the UK)

• these consumers are keenly interested in everything health related
• they like to keep up to date with the latest health advice (28%), and are always striving for a healthier lifestyle (29%)
• they are confident about how to behave in order to stay healthy, but 26% would still welcome the opportunity to have more regular health checks
• health freaks don’t have a particularly stressful lifestyle and make sure they take time out to relax and unwind
• they also like to have short cuts to healtyh eating, for example, eating superfoods and following the five a day rule for fruit and veg
• health freaks are equally likely to be male or female
• they are also likely to be older consumers but have an above-average representation among men aged 25-34
• approaches that use popular culture and new technology are likely to have the greatest impact on this age group (male 25-34)

Market research from Mintel’s special report: An Ounce of Prevention: Preventing Illness Through Healthy Living

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