Friesland Campina – Moving with the times: beyond traditional lifestyle nutrition

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New consumer segments

Over recent years, we have observed that traditional segments are blurring and new mainstream consumer groups emerge. The original segmentation into categories of sports nutrition, weight management, senior nutrition and indulgent consumers are now blending into a more heterogeneous consumer group with life style nutrition focus. Increasingly we see the impact of the millennial age group within this mainstream consumer group, to be followed later by Generation Z.

If we look more closely we can distinguish new consumer segments or life style ‘tribes’. 

The Active Aging group where people in age groups beyond 40-50 years old consciously engaging in physical activity with the aim to improve energy and overall well-being;

The fit g ...