1. The busy health-seeker
The first group GNT identified consisted of concerned consumers without any free time. This, the company said, was an Asian phenomenon.
The group, which was labelled “busy health-seekers”, accounted for 66% of all the Asian consumers surveyed, making it the largest group.
Its members were characterised by their particularly keen interest in healthy foods, though they were forced to reconcile this interest with hectic lifestyles that involved numerous obligations.
GNT found that most people in this group didn’t have the time or the requisite information to engage in detail with foods and their ingredients. They were usually aged 25-44 and had children under 12.
This consumer type was very widely represented in Asia, and accounted for the majority of the population in China (66%), Indonesia (63%) and Thailand (70%).
