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IRI Debuts Self-Care Industry Segment
Retail data firm IRI has developed a new segmentation of the fast-growing self-care industry, which it says is worth $400 billion. Eight distinct profiles can be targeted, based on consumers' motivations, purchasing habits and other behavior.
IRI says shoppers are taking an 'increasingly holistic approach toward optimizing their health', but that attitudes and purchasing behavior cary considerably based on a wide range of factors - including demographics; attitude towards food, exercise, over-the-counter (OTC) medications and personal and home care products; doctor recommendations; and technology.
The eight are:- Proactive Naturalists: young, affluent, take proactive measures to keep fit, manage stress and maintain a balanced lifestyle (12%)
- Active Health Managers: Focused on minimizing healthcare costs, take recommendations from trusted web sites to avoid 'costly trips to the doctor' (8%)
- Awakened and Dedicated: middle-aged, careful about health after scares - low income but heavy health spend (11%)
- Unconcerned Realists: Take a 'wait and see' approach to their health, using OTC medicines for minor ailments (9%)
- Healthy Passives: Unmotivated to engage with self-care, calm about their health and little spend on OTC (20%)
- Preventive Moderates: Proactive about staying fit as they age, with heavy spend on vitamins and supplements (13%)
- Advice Seekers: Require the frequent reassurance of a doctor; retirement age and use prescription medicines (15%), and
- Doctor, Doctor!: Impacted by the negative effects of aging, use a variety of options, watch their weight and are in frequent consultation with their doctors (12%).
Robert J. Sanders, EVP and Health Care Practice leader, comments: 'Fueled by rising health care costs and economic uncertainty, Americans are taking health and wellness into their own hands. IRI's groundbreaking research shows self-care consumers view traditionally discrete categories, such as food, OTC drugs, vitamins, supplements and personal care, as more complementary in achieving their health goals'.
Robert I. Tomei, President of Consumer & Shopper Marketing for IRI, says personalized consumer targeting is essential in the sector and says the new segmentation 'provides the only deeply personalized framework - combining attitudinal, behavioral and demographic information along with IRI's extensive shopper data'.
Web site: www.iriworldwide.com .
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