New Research from DuPont Nutrition & Health Identifies Six Health and Wellness Consumer Segments

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Research will help food and beverage manufacturers unlock untapped opportunities

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We provide manufacturers with the ingredients that can turn health and wellness challenges into opportunities for competitive advantage and profitability.

DuPont Nutrition & Health has collected data from more than 14,000 consumers in 22 countries for an insight-driven research project designed to help manufacturers develop and market products in the health and wellness area. With health and wellness as a category growing nearly twice the rate of traditional foods and beverages, this research comes at an opportune time for food and beverage manufacturers.

The DuPont Nutrition & Health research, conducted with HealthFocus® International, helps food manufacturers define market opportunities by determining the motivations, needs and behaviors of consumer groups in today’s evolving food and beverage market. In addition to demographic and geographic data, the study includes illuminating information on health concerns, brand influences, attitudes and usage, lifestyle choices, and parenting style. The segmentation results in six core consumer groups – Health Helpers, Weight Strugglers, Health Wise, Taste Driven, Good Life and Just Food – divided into nutrition as primary and nutrition as secondary clusters.

“Eighty three percent of global consumers consider diet and nutrition important to wellbeing, which is greater than wealth or physical fitness,” said Greg Paul, Ph.D., MBA, global marketing director, Consumer Segments at DuPont Nutrition & Health. “We have become increasingly proactive about our health, yet well-defined and decidedly varied segments still exist. Consumers portray diverse behavior depending on their place in the spectrum of health and wellness. The importance of learning the demands of each segment is critical to understanding what motivates food purchase behavior.”

In parallel with the newly available research, DuPont Nutrition & Health offers a unique and wide range of food ingredient solutions that is unmatched in the industry. The product range includes antimicrobials and antioxidants, cultures, emulsifiers, enzymes, fiber, hydrocolloids, probiotics, protein and tailored blends.

“We provide manufacturers with the ingredients that can turn health and wellness challenges into opportunities for competitive advantage and profitability. Our technical expertise, coupled with our marketing insights, helps our customers to win the minds and carts of demanding shoppers,” Paul said.

DuPont Nutrition & Health combines in-depth knowledge of food and nutrition with current research and expert science to deliver unmatched value to the food, beverage and dietary supplement industries. We are innovative solvers, drawing on deep consumer insights and a broad product portfolio to help our customers turn challenges into high-value business opportunities. More information is available at

DuPont (NYSE: DD) has been bringing world-class science and engineering to the global marketplace in the form of innovative products, materials, and services since 1802. The company believes that by collaborating with customers, governments, NGOs, and thought leaders we can help find solutions to such global challenges as providing enough healthy food for people everywhere, decreasing dependence on fossil fuels, and protecting life and the environment. For additional information about DuPont and its commitment to inclusive innovation, please visit

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Chad Coleman
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