New research from IGD (Institute of Grocery Distribution) has identified five distinct health personas that explain why shoppers engage with health in different ways and how these differences influence food and grocery choices.
The findings offer retailers and suppliers a clearer understanding of why shoppers behave differently in-store and how health priorities drive shifts across key categories.
Personas capture the diversity of shopper needs
IGD’s ShopperVista report, ‘Health: segmenting shopper attitudes’, shares insights from surveying over 2,000 UK shoppers, supported by accompanied shops in Tesco, M&S, and Waitrose.
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 – “Moderators”, “Jugglers”, and “Monitors” - want to make healthier choices but face barriers linked to time, household pressures, and knowledge.
Supporting public health and industry
The report asserts that the diversity of shopper behaviours and needs calls for a nuanced, segmented approach from retailers and suppliers.
Bryony Perkins, Senior Insight Analyst at IGD, commented, “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.”
How health influences category shifts
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%.
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.
The importance of cues and indicators
IGD’s research finds that traffic light labels (36%), five-a-day messaging (34%), and familiarity with the product (34%) are among the cues shoppers find most useful in a physical store, proving especially important among the less engaged personas. On the other hand, front-of-pack claims about content, such as “20g of protein”, were deemed least useful (16%).
Bryony Perkins, Senior Insight Analyst at IGD, says there are quick wins available to retailers and suppliers in supporting shoppers:
“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.”
The full report, ‘Health: segmenting shopper attitudes’, is available on the IGD website for ShopperVista subscribers. A free 10-page preview of the report is also available for non-subscribers.