Published: April 2019
This Healthy Ageing report examines the topic of digestive health, focusing on the proportion of consumers who suffer from such problems as gas, constipation, bloating and food allergies and their approach to addressing the issues. When it comes to digestive health, people with symptoms can be split into four different consumer segments based on the extent of their health problem and the approach they take to maintaining and improving their digestive health. These consumers can adopt different attitude and behavioral traits when it comes to steps taken to improve health, sources of influence, interest in specific product claims and motivations for improving health. This report identifies the extent to which these consumer segments exist and how they can be targeted.
Files included in this report