Made up of mostly older consumers, the 4 Out of 5 Doctors segment is aptly named because these shoppers take their health cues from doctors and actively follow traditional health and wellness advice, as New Hope Natural Media found in our newly released Market Innovation Consumer Segmentation study.

Although they care greatly about product safety, these shoppers purchase less natural and organic offerings because of price. They are also less likely to try new things because they are happy with current choices.

Gaining new trial with the 4 Out of 5 Doctors group isn’t easy. It can be done, however, by first winning over these consumers’ practitioners, making this a particularly good opportunity for supplement manufacturers.

Get a deeper look into the characteristics that define these shoppers and meet three of them in our video profile

Want to explore the other consumer segments? Check out these infographics and related videos: 

To learn more about New Hope’s Market Innovation Consumer Segmentation study, which is based on a survey of more than 5,000 U.S. consumers conducted in July 2013, e-mail Len Monheit at, Dave Kingsbury at or Tara Burkley at

New Hope's Market Innovation Consumer Segmentation: 4 out of 5 Doctors