Fast-Food Lover Or Health Addict: 5 Consumer Archetypes

More and more consumers are paying attention to having a well-balanced diet in everyday life. However, their priorities vary, depending on their different life circumstances. Via a comprehensive consumer survey conducted by TNS, the GNT Group, leading global provider of Colouring Foods, has identified 5 consumer archetypes which are distributed differently around the globe – from fast-food fans to those who precisely check all their foods and drinks.

1: Busy Health Seekers
Accounting for 36 % of the total, “Busy Health Seekers” make up the largest consumer group worldwide. Due to a hectic life with no regular eating habits, members of this group like their meals to be easy and convenient. Nonetheless, they place great value on healthy food and look for products without artificial additives – particularly synthetic colourants. As time is short, Busy Health Seekers wish to see short, easy to understand ingredient information in order to quickly find out what’s inside their foods. This consumer type is especially predominant in Asia.

2: Convenience Seekers
For “Convenience Seekers”, comfort is key. Since they don’t like to spend a lot of time in the kitchen, 22 % of consumers worldwide want their food to be quick and readily available. For this, they are even willing to disregard healthy alternatives. However, manufacturers today increasingly offer convenience food with natural ingredients that allow consumers to combine simplicity with health. Convenience Seekers are particularly common among the British and US populations.

3: Conscious Health Seekers
15 % of all consumers worldwide – above all the French and Germans – are very concerned about their nutrition. Caring a lot about a well-balanced diet, “Conscious Health Seekers” are willing to invest time when looking for their food and beverages. They would even pay more for products without E-numbers, and tend to switch to clean-label brands with natural ingredients when these are available.

4: Budget and Basic Seekers
For “Budget and Basic Seekers” (15 %), price comes first. Food preparation has to be affordable and uncomplicated. Although they see a connection between natural foods and their well-being, these consumers are often reluctant to invest much effort into their diet. Interestingly, this attitude is also mainly common in France and Germany.

5: Caring Parents
The smallest but perhaps most influential of all consumer groups are the “Caring Parents”. Being responsible for kids younger than 12, these 12 % attach great importance to healthy food and ingredients. Since Caring Parents are role models for their kids, they are careful about what to put on their family’s plates and examine their food and beverage choices thoroughly. Although a small group, they are pushing the trend towards products free from additives and E-numbers. Foods with natural ingredients, such as colours made from fruit and vegetable concentrates, definitely find their way into their shopping trolleys. This type of consumer is widespread in Indonesia, Spain and Brazil.