Why do some people voluntarily adopt healthy eating, while others remain indifferent, even as awareness of health and sustainability grows? And how can marketers operating in the healthy food market effectively communicate with both consumer targets? In a recent article published in the Italian Journal of Marketing, Anna Boncompagni explores how personal identity, attitudes, and levels of involvement shape healthy food consumer segments.

Rather than relying on traditional demographics or general health attitudes, Boncompagni introduces a peculiar list of healthy food consumer segments based on empirical research with Italian shoppers. Four distinct healthy food consumer segments emerge: Health-Conscious Food Advocates, Balanced Identity Eaters, Casual Health Seekers, and Indifferent Eaters. Each group reveals unique patterns in how individuals interpret, approach, and act on healthy eating, as well as the types of messages they respond to.

One of the main contributions of the study is its focus on food identity, and how strongly consumers connect food choices with their self-perception. When combined with health attitudes, this factor can either reinforce or undermine healthy eating behaviors. For marketers, this insight offers a strategic advantage: move beyond generic “healthy” claims and tailor messages to distinct healthy food consumer segments.

The article also suggests that a positive attitude toward health consistently leads to informed behavior. Thus, Boncompagni emphasizes the importance of inclusive, emotionally engaging, and educational campaigns that resonate with diverse levels of awareness and motivation.

In the interview below, Boncompagni shares practical insights on how to design communication strategies that address the identified healthy food consumer segments, balance health and lifestyle appeals, and avoid common marketing pitfalls.

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Your study identifies distinct consumer segments based on the psychological drivers of healthy food choices. How can food marketers utilize these segments to tailor their communication strategies?

The study identifies four healthy food consumer segments, each with unique attitudes and psychological drivers toward healthy food. Marketers can utilize these insights to more effectively tailor their communication strategies.

• For Indifferent Eaters, who are more price-sensitive and less health-conscious, it might be more effective to promote value for money and convenience while subtly integrating health benefits. Segment-specific messaging enhances resonance and engagement, improving campaign effectiveness.
• Health-Conscious Food Advocates respond well to messages that emphasize the health and environmental sustainability benefits, especially when these are aligned with an active lifestyle.
• Balanced Identity Eaters are motivated by the healthiness and quality of food; therefore, communication should emphasize freshness and transparency about the nutritional characteristics of the product.
• Casual Health Seekers, while showing interest in healthy eating, do not have deep awareness; in this case, marketers should simplify messages and use aspirational language tied to general well-being. 

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What are the key psychological factors that differentiate consumers more likely to embrace healthy eating, and how can marketers leverage them in campaign design?

The key factors that differentiate the identified healthy food consumer segments are personal food identity (i.e., how much consumers see food as part of their identity) and their attitude toward healthy food.

Those healthy food consumer segments with a strong personal food identity tend to be more health-conscious and more informed, aligning their food choices with their lifestyle orientation, such as physical activity and environmental care. For these consumers, campaigns should leverage this by associating the product with the expression of their identity and values (e.g., food as an expression of a healthy and sustainable lifestyle). Additionally, campaigns should emphasize product transparency, health, and lifestyle benefits more broadly.

Conversely, healthy food consumer segments with a weak personal food identity but a positive attitude toward healthy food (e.g., Casual Health Seekers) may respond more effectively to information about taste, convenience, and aspirational well-being.

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How should brands adapt their positioning strategies if they want to appeal to health-conscious consumers without alienating those with lower health involvement or different motivations?

To bridge the diverse levels of health engagement in healthy food consumer segments, brands should adopt flexible positioning strategies that highlight health without excluding other motivations.

One approach is to present healthy food as a mainstream lifestyle choice, not just for the highly committed. For instance, emphasizing taste, convenience, or even eco-friendliness alongside health allows consumers with varying motivations to connect with the brand. A dual-message strategy, such as “deliciously healthy” or “smart choice for you and the planet”, can attract both Health-Conscious Food Advocates and more indifferent or casual consumers.

Brands should avoid moralizing tones or overly technical language, which can risk alienating less engaged segments. Instead, fostering inclusive and accessible messaging ensures broader appeal while maintaining relevance to health-focused audiences.

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In light of your findings, what are the most prominent misconceptions marketers might have when promoting healthy food products, and how can they avoid them?

One of the main misconceptions is assuming that all consumers who express a positive attitude toward healthy eating are equally involved or are fully informed about the topic. The study reveals that there are consumers who exhibit a mismatch between their attitude and their awareness of healthy eating (e.g., Casual Health Seekers).

Marketers may also overestimate consumers’ nutritional knowledge or belief in the food-health connection. As a result, messages that rely solely on health claims may prove to be ineffective. To avoid this, marketers should combine educational elements with emotionally engaging, benefit-driven storytelling.

Another pitfall is ignoring segments like Indifferent Eaters, who may respond better to value, taste, or convenience. Successful campaigns should be grounded in a nuanced understanding of consumer psychology, utilizing segmentation to strike a balance between education, motivation, and accessibility across target groups.

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Copertina: Image by Ivana Tomášková from Pixabay