Label-reading moms: Who are these influential shoppers?


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

But these Chief Health Officers are demanding customers, as New Hope Natural Media learned through our new Market Innovation Consumer Segmentation study. 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 video looks into the lives of three of these health-oriented moms. Also be sure to take a look at our infographic that delves into the details about these 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, e-mail Len Monheit at, Dave Kingsbury at or Tara Burkley at

Discuss this Video 1

on Jun 19, 2014

Useful video to show that though these women believe they are making conscious healthy choices for their family there is a awful lot of processed food depicted. This raises the point that many people believe they are healthy and they really do not know what that means. A diet in high glycemic foods is not a healthy diet.

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