Health and wellness is a highly dynamic category, shaped by the impact of new trends. The basis for segmentation is the adoption curve. Different trends are at different stages of adoption, i.e.

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

The Good Food Institute found three-quarters of consumers are open to eating plant-based meat, but to win them over alternative protein manufacturers must understand subtle nuances between what ...