Key Summary
- Peak Performers are fully engaged across physical, mental, dietary, and lifestyle factors.
- Bystanders often miss cues that signal whether products are healthier.
- Between these two extremities are Moderators, Jugglers, and Monitors.
New research from IGD (Institute of Grocery Distribution) has identified five distinct health personas that explain why shoppers consume health products in different ways and how these differences influence food and grocery choices.
As per IGD’s ShopperVista report, ‘Health: segmenting shopper attitudes’, at one end is the “Peak Performer”, representing just 10 percent of the population and fully engaged across physical, mental, dietary, and lifestyle factors.
At the other end of the spectrum is the disengaged “Bystander”, which makes up 25 percent of shoppers and often misses cues that signal whether products are healthier.
The three remaining groups are “Moderators”, “Jugglers”, and “Monitors”. They want to make healthier choices, but face barriers linked to time, household pressures, and knowledge.
The report asserts that retailers and suppliers should take a nuanced approach towards this diverse range of shoppers.
Bryony Perkins, Senior Insight Analyst at IGD, said, “IGD’s health personas give businesses a practical way to target shopper needs and make healthier choices easier. There are many opportunities to personalise experiences for those most engaged with their health, but the bigger prize lies in supporting the many who want to be healthier yet struggle to act."
Category shifts
The report identifies clear shifts in category purchasing when shoppers focus on improving their health.
Categories with strong natural health cues show the largest increases, including pulses, lentils, and beans at 25 percent, fresh fish and seafood at 22 percent, and soup at 21 percent.
Categories shoppers associate with less healthy choices see the biggest reductions, including biscuits at minus 45 percent, ready meals at minus 38 percent, and alcohol at minus 34 percent.
However, these shifts vary across the five personas.
Peak Performers and Moderators – the two most health-engaged groups - adjust their baskets most readily, while Jugglers and Monitors – groups moderately engaged - rely heavily on simple, familiar cues to inform their choices.
Bystanders remain least likely to interpret cues, making them harder to influence without clear, visible guidance.
Cues and indicators
The study found that traffic light labels (36 percent), five-a-day messaging (34 percent), and familiarity with the product (34 percent) are among the cues shoppers find most useful in a physical store, especially for less engaged personas.
On the other hand, front-of-pack claims about content, such as “20g of protein”, were deemed least useful (16 percent).
Perkins says there are quick wins available to retailers and suppliers in supporting shoppers.
“For physical retail, an easy adjustment is simple signposting to remove friction, while online retail can suggest healthier swaps. Fresh food categories should lead with natural health credentials and cross-category inspiration, such as easy meal solutions. Packaged food suppliers can provide bold indicators and low-effort healthier swaps that align with what each persona looks for.”
The report was compiled after surveying over 2,000 shoppers in the UK, supported by shops in Tesco, M&S, and Waitrose.
