New research from the Institute of Grocery Distribution (IGD) has been issued to outline five health personas that could help retailers and suppliers understand shopper needs and the health-led shifts seen across key categories.
The research might explain why shoppers engage with health in different ways, and how these differences influence food and grocery choices.
IGD’s latest ShopperVista report, Health: Segmenting Shopper Attitudes, shares insights from over 2,000 UK shoppers who were surveyed. It explains how health is a spectrum of motivations, barriers, and confidence levels, with UK shoppers falling into five personas.
At one end is the Peak Performer, representing just 10% of the population and fully engaged across physical, mental, dietary, and lifestyle factors.
At the other end of the spectrum is the disengaged Bystander, which makes up 25% of shoppers and often missing cues that signal whether products are healthier. The three remaining groups - named Moderators, Jugglers and Monitors - want to make healthier choices but face barriers linked to time, household pressures and knowledge.
The report asserts that the diversity of shopper behaviours and needs calls for a nuanced, segmented approach from retailers and suppliers.
The report identifies clear shifts in category purchasing when shoppers focus on improving their health. Categories with strong natural health cues show the largest increases, including pulses, lentils and beans at 25%, fresh fish and seafood at 22% and soup at 21%.
Categories shoppers associate with less healthy choices see the biggest reductions, including biscuits at minus 45%, ready meals at minus 38% and alcohol at minus 34%.
Bryony Perkins, senior insight analyst, said: “IGD’s health personas give businesses a practical way to target shopper needs and make healthier choices easier. There are many opportunities to personalise experiences for those most engaged with their health, but the bigger prize lies in supporting the many who want to be healthier yet struggle to act.
“With only one in 10 consistently invested in their health amid a growing obesity crisis, these personas offer the industry crucial insight for supporting public health and driving growth under various ongoing pressures.”
However, these shifts differ across the five personas. Peak Performers and Moderators - the two most health-engaged groups - adjust their baskets most readily, while Jugglers and Monitors - groups moderately engaged - rely heavily on simple, familiar cues to inform their choices. Bystanders remain least likely to interpret cues, making them harder to influence without clear, visible guidance.
Perkins added: “For physical retail, an easy adjustment is simple signposting to remove friction, while online retail can suggest healthier swaps. Fresh food categories should lead with natural health credentials and cross category inspiration, such as easy meal solutions. Packaged food suppliers can provide bold indicators and low-effort healthier swaps that align with what each persona looks for.”
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