Market research: Characteristics of the health aware

This post is in a series of posts summarising research on UK consumers’ attitudes to health and wellbeing, 201o. Click on the link to find out about health freaks.

Health Aware (19% of UK)

• this group is interested in and are fairly knowledgeable about health matters, more than three in ten say that they are always striving for a healthier lifestyle
• they have a more stringent approach to eating, being especially likely to avoid chips etc
• they have a more conventional approach to health than most, preferring to stick to common sense rules, and are not particularly interested in keeping up with the latest health advice
• they are happy to take advantage of foods with specific health benefits, such as cholesterol lowering spreads and are more enthusiastic about superfoods than others
• the health aware are more likely to be female than male
• they are also especially prevalent among women in the 35-44 and over-55 age groups
• socio-economic group does not appear to be an important factor determining whether or not a consumer falls into this group
• mostly to be found in London and the south-east

For most health care professionals trying to market their services to this demographic, it’s obvious they don’t need to spend too much time trying to educate this group. Once you have established which of your clients fit this demographic, I recommend that you put most of your energy into reminding them of your services. You don’t want to bore them, but since they are knowledgeable and interested in their health all they’ll need is a gentle nudge at times. Incentives will work especially well with this type of patient. They’ll also want to feel assured that the services you provide have been scientifically proven, i.e. they aren’t interested in the latest fads.

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