Lifestyle Attitudes
Which consumer group is most likely to watch cable TV?
Holistic Wellness Seekers
56% watch cable TV - remember, HWS are most likely to be reached through traditional channels (cable TV, broadcast radio, & printed magazine)
True or False: Active Workaholics are more likely than the average person to eat several mini-meals vs. 3 large meals/day.
True. Active Workaholics overindex on the statement "I eat several mini-meals vs. 3 large meals a day." Remember - they are always looking for the easiest way to get the nutrients they need, even if that means snacking on bars throughout the day.
Are Holistic Wellness Seekers more likely to be men or women?
Double points for stating the age range that have the largest number of Holistic Wellness Seekers! (15-24, 25-34, 35-44, 45-54, or 55-65)
Women (85%)
39% of HWS are 55-65 years old.
25% of HWS are 45-54 years old.
Which consumer group is most likely to say that their family and friends come to them for health and wellness advice?
Influential Healthy Snackers - 77% of them have friends/family who seek their advice on new products
Which consumer group is most likely to buy their bars in bulk on sale at Kroger?
Holistic Wellness Seekers - lowest income AND shop mostly at Grocery Stores
Which consumer group would we expect to care most about the KIND movement?
Influential Healthy Snackers - 72% of them state it is important brands they buy have a clear mission!
Three people are out for a Sunday brunch, one from each of our target consumer groups. Which of them is most likely to order a chocolate chip waffle?
The Active Workaholic--they eat healthy during the week in order to eat whatever they want on weekends
Which of our target consumer groups has the highest income?
Influential Healthy Snackers -- these are the consumers that are most likely to pay more for a premium product!
Which consumer group is most likely to say "food can treat illnesses better than drugs"?
Holistic Wellness Seekers (73%) - they believe in the power of natural food!
Which of our target consumer groups has the most Comfort Food occasions?
Holistic Wellness Seekers
Name a place where Active Workaholics would watch TV shows?
HBOgo OR Hulu
Which of these is NOT especially true of Holistic Wellness Seekers?
A. I cook most of my own meals
B. I am constantly on a diet
C. I take nutritional supplements
D. I like to plan out my meals in advance
B. Holistic Wellness Seekers are less likely than the average bar consumer to say they are constantly on a diet.
Which consumer group is most likely to have kids in the household?
Influential Healthy Snackers (67%)
Match the statement with the consumer group.
a. I believe whole, real food just tastes better
b. I'm well informed about nutrition
c. When snacking, I will sacrifice some taste for health
a. Holistic Wellness Seekers
b. Influential Healthy Snackers
c. Active Workaholics
When asked what the last bar they ate was, which consumer group had the highest percentage of KIND bar eaters?
For double the points -- what percentage of this group was it? (Answers accepted within 5%)
Influential Healthy Snackers
21% had eaten a KIND bar most recently
Which target consumer group idealizes that they'd like to eat dinner with their family every night?
Holistic Wellness Seekers
92% say they try to eat dinner with their family every night, despite the fact that only 34% have kids in HH -- This shows importance of thinking in the IDEAL
Match the dietary statement to the consumer group.
A. I am on the Whole30 diet
B. I cook most of my own meals
C. I always try to incorporate new super foods in my diet
A. Active Workaholics
B. Holistic Wellness Seekers
C. Influential Healthy Snackers
Which consumer group is the most promiscuous in their bar buying habits? (e.g. buy the largest variety of bar brands)
Influential Healthy Snackers (average 9.6 brands purchased in the past 3 months)
Which of the following is NOT a distinctive food attitude for Active Workaholics?
A. Eating healthy is a struggle for me
B. I rarely snack between meals
C. I am regimented about what I eat
D. I eat healthy during the week so I can eat whatever I want on the weekend
A. Active Workaholics under-index on "Eating healthy is a struggle for me" and over-index on all the other statements listed.
Which consumer group has the highest proportion of meditators?
Active Workaholics - over index on Meditating (one of the only hobbies they over index on!). Remember, they're all about "life hacks"!
Which consumer group would be least excited to walk into their own surprise birthday party?
Active Workaholics - 48% of them hate surprises
Which consumer group is most likely to try Blue Apron?
Influential Healthy Snackers - 30% get meal kits/snack kits delivered to their home!
Match the percentage of people who completed their Bachelor Degree to the consumer group.
a. 37%
b. 40%
c. 28%
a. Active Workaholics
b. Influential Healthy Snackers
c. Holistic Wellness Seekers
Finish this sentence:
Active Workaholics see food as ___.
Fuel OR functional
Which consumer group are you most likely to find at the movie theater?
Influential Healthy Snackers (63%)