Journal of Nutraceuticals, Functional & Medical Foods

ISSN: 1089-4179 (Print) (Online) Journal homepage: http://www.tandfonline.com/loi/ijds19

The Consumer Market for Functional Foods

Linda Gilbert

To cite this article: Linda Gilbert (1998) The Consumer Market for Functional Foods, Journal of
Nutraceuticals, Functional & Medical Foods, 1:3, 5-21, DOI: 10.1300/J133v01n03_02

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Published online: 16 Jul 2015.

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 The Consumer Market
for Functional Foods
Linda Gilbert
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ABSTRACT. Major demographic and psychographic shifts in the

consumer market are directing the next stage evolution of healthy
products, sharpening the marketing focus on healthy products that
offer specific functional health benefits to an aging population of
increasingly savvy consumers. Because functional food opportuni-
ties are largely consumer-driven, understanding consumer interests
and motivations is key to successfully negotiating market opportuni-
ties for functional foods, beverages and supplements. The HealthFo-
cus survey identifies the functional food concerns of key population
segments for companies marketing functional products who need to
identify and profile the most appropriate target groups.

KEYWORDS. Functional foods, marketing, demographics, psycho-

graphics, consumer attitudes, market segmentation, food-health con-
nection

INTRODUCTION

Over the past fifteen years, there has been an explosion in the
number and variety of products targeting consumer interests in the

Linda Gilbert is President and Founder, HealthFocus, Inc., P.O. Box 7174, Des
Moines, IA 50309-3117. HealthFocus, Inc. is a research and consulting firm
specializing in trends and opportunities for healthy food products. Ms. Gilbert is
regarded as an authority for companies that need to understand consumer atti-
tudes and behavior toward healthy food choices. She developed and manages a
syndicated national consumer survey called HealthFocus On U.S. Consumers.
The biennial survey tracks consumer attitudes and behavior.
Journal of Nutraceuticals, Functional & Medical Foods, Vol. 1(3) 1997 5
 6 JOURNAL OF NUTRACEUTICALS, FUNCTIONAL & MEDICAL FOODS

connection between diet and health. For the most part, these prod-
ucts have offered preventive health benefits geared to the needs of
the general population. Now, major shifts in the consumer market,
both demographically and psychographically, are fueling the next
evolution of healthy products. Over the next fifteen to twenty years,
it is expected that products offering functional health benefits
geared to the needs of individuals will drive the healthy products
category. An aging population and increasing consumer awareness
and acceptance of functional nutrition will shape this evolution.
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Understanding consumer interests and motivations is key to suc-

cessfully negotiating market opportunities for functional foods,
beverages and supplements. The competitive environment is start-
ing to warm up with introductions from pharmaceutical, OTC, food
and beverage companies, but suffers from a lack of data and under-
standing of the consumer market segments. This is an especially
threatening environment for marketers, as functional food opportu-
nities are largely consumer driven.
The 1996 National Study of Public Attitudes and Actions Toward
Shopping and Eating1 conducted by HealthFocus2 looks at con-
sumer attitudes and actions toward healthy food choices, including
awareness and interest in functional nutrition. The findings are
based on responses to a national mail survey completed by a repre-
sentative sample of 2,005 shoppers. The respondents were pre-
screened by telephone as being mostly or equally responsible for
their household’s shopping decisions. The HealthFocus segmenta-
tion is useful for companies marketing functional products who
need to identify and profile key target groups. The survey has been
conducted by HealthFocus every two years, since 1990. The results
are published in the biannual HealthFocus Trend Report.3

BEYOND BASIC NUTRITION

Consumers today are aware of diet related health problems and
they are increasingly better read on the latest nutritional research
regarding potential solutions to these health problems. They see
strong connections between what they eat and their health.
According to the HealthFocus study,1 95% of shoppers at least
sometimes base their dietary choices on health or nutrition consid-
erations. These shoppers are not simply interested in meeting basic
 Linda Gilbert 7

nutrition needs: More than two-thirds of shoppers surveyed by

HealthFocus in 1996 believe foods contain active components that
contribute to health beyond basic nutrition. Some shoppers see a
connection between nutrition and disease prevention; some believe
better nutrition can improve their day-to-day health, productivity
and performance; and, some believe foods and nutrients can reduce
their use of drugs in the treatment of illness.

S Seventy percent strongly agree or agree that foods contain

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active components that reduce risk of disease and improve long

term health. These shoppers are most likely to be college-edu-
cated (72%) and living in households earning more than
$50,000 a year (73%).
S Seventy-four percent strongly agree or agree that foods con-
tain active components that help with current health, such as
improving digestion. These shoppers are most likely to be col-
lege-educated (76%) and aged 18-29 years (80%).
S Fifty-two percent of shoppers, mostly over the age of 30 years,
strongly agree or agree that foods can be used to reduce their
use of drugs and other medical therapy.

CONSUMER AWARENESS OF NUTRACEUTICALS

AND FUNCTIONAL FOODS
Products that offer benefits beyond basic nutrition are most often
referred to as nutraceuticals or functional foods by the media and
members of the food and nutrition industries. Consumer awareness
of these terms remains quite low as of late 1996, according to the
HealthFocus study. Most shoppers (80%) have never heard of the
term ‘‘nutraceutical.’’ Only 6% have heard a lot or some about
nutraceuticals. The term ‘‘functional foods’’ is somewhat more
familiar. Twenty-three percent of shoppers have heard a lot or some
about functional foods. Only 51% of shoppers have never heard of
functional foods (Table A).
According to the 1997 HealthFocus Trend Report,3 shoppers re-
spond poorly when presented with the term ‘‘nutraceutical.’’ Nutra-
ceutical is a scary idea for many shoppers: it sounds high-risk,
drug-like and generally evokes a shudder of misgiving from shop-
 8 JOURNAL OF NUTRACEUTICALS, FUNCTIONAL & MEDICAL FOODS

TABLE A
How much have you heard or read about:

Functional Foods

80%
Nutraceuticals

Most shoppers have never heard of

51%
nutraceuticals. Functional foods are
somewhat more familiar, but
awareness is still low.
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26%
19%

13%
5%
4%

1%

A Lot Some A Little Nothing

1997 HealthFocus Trend Report

pers. In comparison, the term ‘‘functional food’’ has some logic that
is appealing and makes sense to shoppers: ‘‘It helps my body to
function better’’ makes sense to shoppers.
Despite little awareness of the terms nutraceuticals or functional
foods, consumers are getting the message about specific foods and
their functional benefits. The news about broccoli and cancer pre-
vention has come to the attention of the most shoppers (82%),
followed by news about the potential functional benefits of soy and
tomatoes (Table B). The HealthFocus study finds that shoppers
have heard a lot, some or a little about:
S Broccoli and cancer prevention (82%)
S Soy and cholesterol reduction (52%)
S Soy and cancer prevention (49%)
S Tomatoes and cancer prevention (47%)
S Phytochemicals in fruits and vegetables (36%)
S Ginseng and energy (35%)
S Gingko and memory (35%)
 Linda Gilbert 9

TABLE B

Brocolli and cancer 21% 39% 22%

prevention
Ginseng and energy 10% 25% 35%

Soy and cholesterol reduction 5% 18% 29%

Gingko and memory 5% 17% 29%

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Soy and cancer prevention 5% 16% 28%

Functional foods 4% 19% 26%

Tomatoes/sauce and 5% 18% 24%

cancer prevention
Phytochemicals in fruits 3% 11% 22%
or vegetables
1% ¤
Nutraceuticals 5% 13%

Heard a lot Heard some Heard a little Heard nothing

1997 HealthFocus Trend Report

NUTRITION ISSUES FOR THE FUTURE

Shoppers want to know more about functional benefits in foods

and their areas of interest point to future opportunities for marketers
and manufacturers. Foods that boost the immune system are of
greatest interest to shoppers, closely followed by cancer-preventing
chemicals in fruits, vegetables and grains, and foods that reduce risk
of disease. The HealthFocus study found that shoppers . . .
. . . Want to learn more . . . Want to learn more
about how this relates about how I can use or
to health and disease act on this
Foods that boost 53% 32%
the immune system
Cancer-preventing chemicals 51% 32%
in fruits, vegetables
and grains
 10 JOURNAL OF NUTRACEUTICALS, FUNCTIONAL & MEDICAL FOODS

Foods that reduce 51% 34%

risk of disease
Foods that enhance health 49% 35%
Antioxidants 45% 3%
Vitamins and minerals 41% 34%
Herbal remedies 38% 30%
Homeopathic medicines 35% 29%
Active cultures in yogurt 31% 26%
such as acidophilus
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and bifidus

FOOD WITH A FUNCTION

Functional benefits make sense to consumers. Already, many
shoppers have functional expectations of the foods and beverages
they buy for themselves and their families, from energy and perfor-
mance to disease prevention and medical therapy.
Some consumers look to foods for specific performance benefits:
S Seventy-two percent agree they feel better physically when
they eat healthy foods; 66% believe they are more productive.
S Fourteen percent always or usually choose foods/beverages to
improve mental performance.
S Twenty-two percent always or usually change what they eat to
meet their body’s needs for different levels of activity.
S Nine percent always or usually choose foods/beverages to
improve athletic performance.
Some consumers see a connection between food and medicine:
S Fifty-two percent of shoppers believe that foods can be used to
reduce their use of some drugs and other medical therapy, up
10 points since 1994.
S Thirteen percent of shoppers say their primary reason for
choosing healthy foods is to control or treat an existing health
problem.
S Thirty-three percent regularly choose foods for specific medi-
cal purposes, such as chicken soup for a cold, or cranberry
juice for urinary infections.
 Linda Gilbert 11

THE FUNCTIONAL FOODS MARKET

The functional foods market cannot be adequately defined as a
single market. At its simplest, the functional foods market is best
characterized as leading-edge consumers with a high awareness of
health topics and nutrition news. Their focus shifts around nutrition
issues that are emphasized in research and health-oriented media.
But it is far from that simple.
The functional foods market is a multi-niche market that requires
attention not only to demographics and psychographics, but also to
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states of health. The individual and unique needs of particular con-

sumer groups in part define each functional product opportunity.
Demographics
On average, the functional foods market is a mid-life market.
About 44% of shoppers looking for functional benefits are age 55
and over versus 37% in the general population. They tend to have
some college education: 42% versus 35% in the general population.
And they’re typically coming from smaller households--44% live in
two-member households, versus 36% in the general population.
The physical and performance benefits of functional products
have strongest appeal among 18-29 year olds and healthy seniors
(over 70 years), while 40-65 year old shoppers and unhealthy
seniors are more oriented to medical and preventive functional
benefits.
Psychographics
The HealthFocus study identifies six primary segments of the
healthy foods market, based on motivations and attitudes: Managers,
Investors, Healers, Strugglers, Disciples and Unmotivateds (Table C).
There are three sub-segments of the Manager group: Wizard Manag-
ers, Savvy Managers and Casual Managers (Table D).
The Manager Segment
Managers choose healthful foods because they perceive a day-to-
day value. There are three kinds of Managers: Wizard Managers,
Savvy Managers, and Casual Managers.
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12
TABLE C

Managers Investors Strugglers Healers Unmotivateds Disciples

49% 25% 13% 8% 5% 1%

Yo-yo Feel Believe diet is

See positive, Make healthy between compelled to Don’t believe very important.
daily results choices to healthy and eat healthier diet impacts Compulsive
from eating ensure future unhealthy due to health health. about their
healthy. good health. eating. problems. choices.

Know eating Value quality Believe Tend to be

healthy over price. staying older. Health Tend to be Include many
makes them Influenced by healthy is a interests are younger and vegetarians
feel better environmental matter of often one male. and health
now. and social luck. dimensional. food shoppers.
concerns.

Won’t give Won’t give up Compromise Taste driven. High

up taste or taste or Vulnerable to taste and Make weight awareness of
convenience convenience promises of convenience loss choices, leading edge
for health for health quick-fixes. for health but for vanity nutrition issues.
benefits. benefits. benefits. not health.

1997 HealthFocus Trend Report

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TABLE D

Wizard Managers Savvy Managers Casual Managers

7% 27% 16%

Believe in the magic of Know eating well makes

food and nutrition Need some convincing them feel better now

Very confident in their Feel knowledgeable, Younger, typical in

beliefs and extreme in have heard nutrition awareness and
their attitudes news knowledge of health
issues

See a strong connection Aware of leading edge Less proactive and more
between food and health topics and want to reactive
medicine learn more

Have alternative health Interested in disease More focused on weight

interests (herbal prevention and health control and physical
remedies, homeopathics) enhancement performance

1997 HealthFocus Trend Report

13
 14 JOURNAL OF NUTRACEUTICALS, FUNCTIONAL & MEDICAL FOODS

Wizard Managers make up 13% of the Manager segment and 7%

of shoppers overall. These Managers see a strong connection
between food and medicine; with that comes a highly receptive
attitude toward products offering functional nutrition benefits. They
have an interest in alternative health care, including herbal remedies
and homeopathics. They are on the leading edge in their thinking
and awareness about diet and health enhancement, as well as diet
and disease prevention. Wizard Managers consider diet to be a very
important factor in how they feel day-to-day. They are confident in
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their knowledge and beliefs, and regularly give nutrition advice to

others. They actively seek out new information to improve the
healthfulness of their own diet and lifestyle.
Savvy Managers make up 54% of the Manager segment and
account for 27% of shoppers overall. Savvy Managers have a mod-
erate to high awareness of leading-edge health topics and feel rea-
sonably knowledgeable about health and nutrition. Their interests
are more mainstream than Wizards, and they need more convincing
about food as medicine and about functional nutrition. They are
interested in foods that reduce the risk of disease or enhance health.
Savvys are a source of health and nutrition information for others.
Casual Managers make up 33% of the Manager segment and
include 16% of all shoppers. These Managers know that eating well
makes them feel better now. They are younger and more focused on
weight control and physical performance than other Managers.
Whereas other Managers are generally proactive about their health,
Casual Managers tend to be more reactive. They are most likely to
act on their health interests and concerns as a result of putting on
extra pounds, feeling older, or becoming ill.
Wizard Managers are driving the Manager interest in foods that
treat health problems. Thirteen percent of Wizard Managers primar-
ily choose healthful foods for this purpose, compared to 10% and
7% of Savvy Managers and Casual Managers, respectively.
Tangible benefits of eating healthful foods are clear to many
Managers: 77% agree or strongly agree that they are more produc-
tive when they eat healthful foods; 91% feel better about them-
selves; and 85% feel better physically. Managers also consider their
physical appearance: 91% see a connection between healthy eating
and their looks.
 Linda Gilbert 15

Managers are the most likely of all shoppers to adjust their eating
habits to improve their physical or mental performance. One-third
of Managers always or usually change what they eat to meet their
body’s needs for different levels of activity. Almost one-fourth of
Managers (24%) choose foods to improve their mental perfor-
mance, and 16% select healthful foods to improve their athletic
performance.

The Investor Segment

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Investors know that what they eat today will affect them tomor-
row and in coming years. This long-term view instills a confidence
in the future. Compared to Managers, Investors are much more
confident about managing their long-term health and more focused
on preventive nutrition.
Investors are looking for life-long solutions. They think about
tomorrow’s ramifications before they put food in their mouths
today. Unlike Managers, Investors have almost as much confidence
in their ability to manage their long-term health as their short-term
health. In 1996, 85% of Investors agree that their short-term health
depends on how well they take care of themselves, and 79% feel as
confident about their long-term health management.

The Healer Segment

Healers, as the name implies, are on the mend. They have turned
to healthy foods for medical reasons, sometimes on the advice of a
physician. They may not want to eat healthy foods, but they feel
they have to do so. Healers often have one-dimensional health
interests. For example, if they have hypertension, they may choose
low-sodium foods but have no interest in learning about fiber or fat.
The highest incidence of Healers is found among shoppers aged
65-70 years (16%), although shoppers aged 50-64 are almost twice
as likely to approach dietary and lifestyle choices from the mindset
of a Healer (11%) than are shoppers aged 40-49 years (6%).
Healers are experiencing diet- and age-related health problems
and are choosing healthful foods to cure what ails them or prevent
more serious health problems in the future. In 1996, 54% of Healers
 16 JOURNAL OF NUTRACEUTICALS, FUNCTIONAL & MEDICAL FOODS

choose healthy foods primarily to treat or control an existing health

problem, up from 42% in 1994.
Healers are becoming more accustomed to the idea of food--
instead of drugs--as treatment. In 1996, 54% believed that foods
could reduce their use of drugs or medical therapy, up from 49% in
1994.

The Struggler Segment

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Strugglers just can’t seem to stick to a healthy eating routine.

They ride a roller coaster of good-for-you eating--up one day, down
the next. They might not have the time to choose healthy foods, or
they might be confused about what foods are best for them. These
shoppers are vulnerable to quick-fix health messages, and they may
still be searching for that magic bullet.
Strugglers vacillate back and forth on a daily basis about their
health and nutrition, so it is not surprising that they are the least
likely to feel in control of their future health. Only thirty-seven
percent believe that they have a great deal of control over their
future health, and 24% disagree, up from 17% in 1994. Thirty-nine
percent neither agree nor disagree.

The Disciple Segment

Disciples will eat healthy at any cost. They are almost compul-
sive about eating healthy foods, possibly because of religious or
other reasons. Disciples are also at the forefront of cutting-edge
food trends. Along with Manager Wizards, Disciples are leading in
the area of food as medicine.
Diet is very important to Disciples. They are the most likely to try
new foods, especially those that offer health advantages. Because of
this, they are often an indicator of future trends. Like most shop-
pers, Disciples choose healthy foods to ensure future good health
(54%). But this number has dropped substantially, from 75% in
1994. Disciples are starting to see the extra energy that healthy food
delivers. In 1994, just 4% of Disciples looked to healthy foods for
an energy boost; by 1996, that number tripled to 12%, a strong
supporting indicator of this trend in healthy foods.
 Linda Gilbert 17

The Unmotivated Segment

Unmotivated shoppers rarely or never base their dietary choices
on health considerations. Instead, Unmotivated shoppers are largely
driven by taste. When they do consider the impact of their diet, they
tend to focus on their energy level and weight. But, even their
weight interests are driven more by vanity than by health concerns.
A New Consumer Market
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For the past fifteen years, the market for healthful foods has been
defined by Healers and Investors, fueling demand for low-fat and
heart-healthy products. For the next fifteen years, the market will be
defined by Managers looking for the daily benefits of eating well.
Energizing
Eleven percent of shoppers say the primary reason they choose
healthy foods is to get that day-to-day energy boost that today’s
lifestyles require. This percentage is up from 7% in 1994. Forty-one
percent of all shoppers want to learn more about high energy foods
and 34% want to know how to put high energy foods to work for
themselves. As a result, marketing foods and supplements as giving
an energy boost, not just meeting the recommended daily allow-
ances, is a logical way to align products and communications to the
extra nutrition trend. The youngest and the oldest adults are most
attuned to extra energy and nutrition; shoppers under 30 and over
63 years are similar in this respect.
Shoppers most likely to look for an energy boost in the products
they buy and use include:
S Men aged 18-29 (24%)
S Generation X (16%)
S Elders (13%)
Shoppers most interested in learning more about high energy
foods are:
S Women (42%)
S Generation X (43%)
S Baby Boomers (41%)
 18 JOURNAL OF NUTRACEUTICALS, FUNCTIONAL & MEDICAL FOODS

S Manager Wizards (57%)

S Savvy Managers (45%)

Food as Medicine

Shoppers who make the food/medicine connection most strongly

also have the most positive, proactive approach to their health. Food
as Medicine shoppers aren’t focused on illness and therapies. Their
focus is on health enhancement and optimum well being.
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They are more likely than other shoppers to watch what they eat
and to supplement their diets with extra vitamins or minerals. They
base their behavior on health interests more consistently than other
shoppers.

S Sixty-five percent always or usually maintain a heart healthy

diet versus 49% of other shoppers.
S Sixty percent always or usually maintain a low fat diet versus
48% of other shoppers.
S Fifty-four percent take a vitamin or mineral supplement for
general health at least twice a week versus 48% of other shop-
pers.
S Forty-six percent take a vitamin or mineral supplement for cer-
tain needs at least twice a week versus 30% of other shoppers.

‘‘Food as Medicine’’ Becomes More Important

with Age

Only 44% of Generation X sees a connection between food and

medicine, compared to 54% of Baby Boomers, 55% of the Swing
Generation and 54% of Elders. The biggest change in attitudes is
occurring among older Boomers: 55% of shoppers aged 40-49
years agree that foods can be used to reduce their medicine use, up
from 42% in 1994.

States of Health

Today, age is no longer indicative of state of health; younger

doesn’t always mean healthier or more active.
Age and health condition dramatically impact consumer motiva-
 Linda Gilbert 19

tions to improve the foods they buy and eat. Shoppers become more
aware of getting older while in their forties. At this time, they
become more likely to act on their health concerns and interests. By
the time they reach their fifties and sixties, about half of shoppers
experience at least two diet- and age-related health problems. Some
shoppers will not live to see their seventies. Those that do and do so
in good health, again develop the mindset of a Manager, rather than
a Healer or Investor.
After age 70, many shoppers again focus on how their dietary
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and lifestyle choices make them feel day-to-day. They re-acquire

some of the sense of invulnerability that typifies young adults,
saying ‘‘If it hasn’t killed me before, it won’t now.’’ They indulge
themselves more often, while still being cautious about their
choices.

Natural Nutrition, Fortification

and Supplementation

Shoppers continue to prefer to get their vitamins and minerals the

old-fashioned way--naturally in the foods they eat. Ninety-one per-
cent of shoppers agree or strongly agree that it is important to eat
foods that are naturally rich in key nutrients.
This preference for natural nutrition translates to food purchases.
Forty-six percent of shoppers always or usually choose foods
because they offer desirable nutrition, such as vitamins, fiber, and
antioxidants. Wizard Managers are the most likely to regularly
choose foods offering desirable nutritional qualities (78%) followed
by Savvy Managers (55%).
Fifty-four percent of shoppers agree that it is important to eat
foods that are fortified with added vitamins and/or minerals and
33% regularly make fortified food choices. Women (65%), espe-
cially women under 30 and over 65 and shoppers with children are
also likely to look for fortification in their foods, be it breads or
orange juice. The most desirable nutrients sought in fortified foods
are calcium, vitamin C and fiber.
In addition to eating naturally nutritious and fortified foods, 56%
of shoppers consider it important to take a nutritional supplement
daily. Fifty-three percent of shoppers in 1996 take some kind of
 20 JOURNAL OF NUTRACEUTICALS, FUNCTIONAL & MEDICAL FOODS

vitamin or mineral supplement at least twice a week, up from 51%

in 1994.
While the number of shoppers taking supplements has remained
relatively unchanged in recent years, attitudes about the value of
supplements have shifted significantly. The percentage of shoppers
who consider supplements important has increased 10 points since
1992, up from 46% in 1992 to 56% in 1996. It is expected that this
shift in attitudes will result in a larger customer base for supplements.
Shoppers are far more likely to take a general-health vitamin
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supplement (53%), such as One-A-Day, rather than a specific sup-

plement for a specific need (36%). Fifty-four percent of women use
a general supplement once a week or more, compared with 47% of
men. Wizard Managers (61%) are more likely to regularly use a
supplement for a certain need, followed by Unhealthy Seniors
(45%), and Savvy Managers (41%).
Positioning Functional Foods
The functional foods market is the future of the healthy foods
market. Shoppers are looking for naturally nutritious foods and
beverages, fortified products, and supplements that will work hard
for them and deliver desired results. When developing and market-
ing functional foods, it is important to remember a few key rules:

S Taste Rules--If it doesn’t taste good, most shoppers won’t care

what it will do for their health or performance. Shoppers are
less willing than ever before to give up good taste for health
benefits.
S Keep It Simple--Your target is consumers who are already
aware of the benefit and are looking for solutions. Mainstream
communications should not try to relate to people who are
working hard at their health, but at those who are doing what
they can do easily.
S Make It Familiar--There is comfort in the known and the famil-
iar. Give shoppers a familiar frame of reference for your prod-
uct and its benefits.
S Speak to the Positives--Shoppers respond better to positive
messages than to negative messages: Calcium builds strong
bones versus calcium prevents osteoporosis.
 Linda Gilbert 21

S Cite Third Party Experts--When possible, provide consumer

testimonials or expert advice from sources that consumers find
credible--sources who they believe care about their health and
aren’t trying to sell them something.
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S Make It Product Specific--For example, refer to the benefits of

the fiber in your product, rather than the general benefits of
fiber.
S Offer Benefits with Little or No Downside--Those products
with the longest life-cycles will be those that offer benefits
with little to no risk.
S Quantify or Demonstrate the Benefits--Use everyday measures,
visual examples, and other means to show or prove your prod-
uct’s benefits. For example, Gatorade proved their product
among professional athletes first. Thermographic photography
was later used to show the cooling benefit for anyone who gets
overheated.
S Identify surrogate markers to measure risk, such as serum cho-
lesterol as a predictor for coronary heart disease or bone mass
as a predictor of osteoporosis.
S Make it occasion-oriented. It helps to place the benefit in con-
sumers’ lives.

REFERENCES
1. HealthFocus, Inc. The 1996 National Study of Public Attitudes and Actions
Toward Shopping and Eating. Sept/Oct, 1996.
2. HealthFocus, Inc. 532 42nd Street, Des Moines, IA 50312.
3. Gilbert, Linda. The 1996 HealthFocus Trend Report, Des Moines IA: 1996.