Category Benchmarks: making a healthy choice part one

Dan Gillett
Shopper Insight Manager
@IGDShopperNews

The second of a series of eight reports from our brand Category Benchmarks series, we explore shoppers use different health factors to help them make a purchase decision across 68 different food and drink sub-categories. In this report we look at health as a driver of product choice, and the challenge posed by shoppers demanding both low sugar and low levels of artificial ingredients.

Read the first report in the series; Driving in-store conversion

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