Limited Time Offer: Save 40% on PRO with code GOPRO2018 »
Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
Corporate Training Solutions
See All »
Schedule of Events
Virtual Conference Series
Speak for Us
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Topic: Customer Behavior
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
Marketing Health Food To Different Target Markets
Posted by Anonymous on
6/17/2005 at 8:47 PM ET
I am looking to target health products to different segments---> Baby Boomer, Gen X, Gen Y, and Millenials.
Although most marketers regard Gen Y and Millenial as the same group, I did find some differences in an article which describes Gen Y'ers are described as independent, like extreme sports, highly tech saavy, rebellious., etc, while Millenials are very close to their parents, believe in team work, like Avril Lavigne and are anti-Britney, trust government etc.,
1) I am interested in knowing what the differences between the Y gen and Millenials are and what are their age ranges. (is this correct ???--> Y gen = 1977-1994 and millenials = 1995 - present)
2) Also what are each segments (baby boomers, gen x, gen y and millenials ) attitutes towards heath foods.
6/19/2005 at 4:46 AM
Responses from a quick survey of local teens (ages 16-19) that I asked “how do you feel about health food.”
Female comments – “I feel guilty because I should eat it, but I won’t.” & “I don’t eat healthy very often” & “I eat salads sometimes”
Male Comments – “Heath food costs more and isn’t really better for you” & “It tastes bad” & “Heath food is for old people.”
Hope these help.
6/21/2005 at 5:53 AM
You don't tell us exactly what type of "health products" you are dealing with...
...and I'd like to know why you have chosen to segment your market on the basis of lifestyle segmentation - do you have definite correlation between lifestyle and the reason why people might buy your health products? I'm not saying that segmenting by lifestyle is wrong, just that I believe that the start point for segmentation should be based on why people buy the product - what benefit (both rational and emotive) are they going to get out of it?
Having segmented on the basis of those reasons, then by all means profile your segments using lifestyle categories - but start with why they buy!
6/21/2005 at 12:32 PM
The products are going to be a mix of funtional foods, nutraceuticals and cosmeceuticals. This is a general presentation I am preparing for a prof. who is presenting to farmers inthe area. He wants to work with them to develop natural food products.
I based by segmentation on demographics (sex, age, income, education), geographics (metro areas), lifestyles, and psychographics.
I feel as people get older they more likely to buy food based on the nutritional value. As people get older the body becomes less resistant to diseases. They are getting more informed about health and the importance of various foods in alleviating /preventing diseases that come with age. They realize that the cost of health care high and its better to take action by looking after themselves by choosing how they live and what they eat.
Younger people on the other hand are not too concerned about eating healthy but they do buy products that suit their lifestyles - energy drinks for example - are a hot favorite amoung the younger target group.
Bob, what are your thoughts? Am I going in the right direction?
BACK TO TOP
Post a Comment
The Four Most Compelling Design Trends for 2018
by Pamela Webber
The Ultimate Grammar Cheat Sheet for Writers [Infographic]
by Laura Forer
The Battle for Content Marketing: 8 Trojan Horse Tactics That ...
by Linda Emma
How to Use SlideShare for Lead Gen With E-Books
by Ashley Faus
How to Create Engaging Social Media Campaigns That Get Attention
by Ben Sailer
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with