If you’re a Life Tastes Good consumer, you understand nutrition and health concerns but prioritize taste and living life to the fullest, as New Hope Natural Media found in our new Market Innovation Consumer Segmentation research.

These relaxed, happy-go-lucky shoppers choose food because it is delicious and enjoy cooking meals at home with family and friends. The end result is a consumer segment that is relatively healthy, is satisfied with current brand choices, and avoids natural and organic foods because of taste perceptions. 

All of this makes the Life Tastes Good segment a weaker potential target for natural, organic and healthy product brands, which face an uphill battle in convincing these consumers that taste and health can go hand in hand.

Delve deeper into these shoppers' outlook on food in the infographic below and through our video profile of three Life Tastes Good members. 

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 len.monheit@penton.com, Dave Kingsbury at dave.kingsbury@penton.com or Tara Burkley at tara.burkley@penton.com.

New Hope's Market Innovation Consumer Segmentation: Life Tastes Good