Although they are not the only high-potential target shopper for natural, organic and healthy brands and retailers, label-reading moms remain an important and influential demographic for these companies.

Yet, as New Hope Natural Media has learned through our new Market Innovation Consumer Segmentation study, the group we’ve named the Chief Health Officers are demanding customers. Active information seekers, they will pay more for a food or health product that is backed by research but will also forgo those offerings they believe are unsubstantiated. Perhaps that is why this segment was one of the lowest users of dietary supplements in our research.

This infographic offers more about the Chief Health Officers and our video profile gives a peek into the lives of three of these influential shoppers.

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, email Tara Burkley at

New Hope's Market Innovation Consumer Segmentation: Chief Health Officer