Dunnhumby: Food brands can capitalize on consumers committed to health

More people are buying groceries based on whether they consider a product healthy, and that represents an opportunity for brands because such consumers shop more frequently and spend more, according to a report released today by Dunnhumby, the data analysis company whose U.S. headquarters is in Cincinnati.

Dunnhumby, which is partially owned by Cincinnati-based grocery store chain Kroger, reported a 38 percent increase in the overall number of health-committed consumers since 2009.

About 25 percent of consumers worldwide are committed to health, and they tend to be 24 percent more valuable than the average customer, Dunnhumby said.

Such consumers tend to be more affluent. However, they are willing to spend more on healthier products regardless of their income, said the Dunnhumby report, which was titled "Healthy, Wealthy & Wise." It studied customer behavior across 18 countries in North America, South America, Western Europe, Central Europe and Asia.

"Dunnhumby's research makes a strong case for commitment to health being pursued as a core business strategy," said Julian Highley, global director of customer knowledge for the London-based firm. "The higher priority given to health and wellness by consumers around the world represents a remarkable opportunity for brands, especially considering the significantly higher value that health-committed consumers represent."

The health-committed shopper is a new kind of consumer, Dunnhumby reported. They devote more than 70 percent of their grocery purchases to healthy products and are significantly more likely to buy organic.

Such shoppers tend to be well informed about ingredients and food labels, and they "are significantly less likely to be influenced by claims on a product's packaging," Dunnhumby said.

Brunsman covers Procter & Gamble Co. and health care.