About 60% of spending on health and wellness products is from 26% of the population, according to a study by AlixPartners. Compared with conventional consumers, "superusers" spend four times as much on produce, five times as much on dairy products and seven times as much on prepackaged food. "These trends point to continued pressure on traditional grocers and highlight the channel diversification of health and wellness spending," said AlixPartners' Richard Vitaro.

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