IRI Provides Actionable Insights into $400 Billion Self-Care Industry, Enabling Marketers to Unlock Personalization Opportunities

IRI’s In-Depth Analysis of Self-Care Industry Uncovers a Number of
Very Distinct Self-Care Consumer Segments and Provides New Opportunities
for Personalized Consumer Activation Plans to Drive Growth

CHICAGO–(BUSINESS WIRE)–To provide marketers with a far better understanding of consumers’
motivations, behaviors and purchases in the burgeoning $400 billion
self-care industry, IRI® has developed a unique segmentation
of the market, finding that there are eight distinct consumer profiles
that manufacturers and retailers can target for personalized activation.

Self-care is a pervasive and growing consumer lifestyle, characterized
by the increasingly holistic approach today’s shoppers take toward
optimizing their health. IRI has found that self-care purchase behavior
varies considerably based on an individual’s demographics, motivation
for self-care, and attitude toward food, exercise, over-the-counter
(OTC) medications, nutritional products, personal care/beauty products,
home care products, doctor recommendations and technology — creating
tremendous opportunities for marketers across multiple categories to
cater to consumers’ distinct self-care perspectives.

“Fueled by rising health care costs and economic uncertainty, Americans
are taking health and wellness into their own hands,” said Robert J.
Sanders, executive vice president and Health Care Practice leader for
IRI. “IRI’s groundbreaking research shows self-care consumers view
traditionally discrete categories, such as food, OTC drugs, vitamins,
supplements and personal care, as more complementary in achieving their
health goals. Blurred category lines and a larger competitive landscape
present difficulties for marketers who don’t have a clear picture of the
motivations, values and behaviors of their customers.”

“Given the multiple facets of an individual’s health that shape their
decisions about self-care, personalized consumer targeting is
essential,” said Robert I. Tomei, president of Consumer & Shopper
Marketing for IRI. “IRI’s new segmentation provides the only deeply
personalized framework — combining attitudinal, behavioral and
demographic information along with IRI’s extensive shopper data. Armed
with this new understanding, IRI can help companies develop targeted
activation plans to realize the greatest return on their marketing

The Eight Distinct Self-Care Segments

IRI’s research revealed the following eight self-care consumer segments:

  • Proactive Naturalists: Take proactive measures to keep fit,
    manage stress and maintain a balanced lifestyle. They are young and
    affluent and look for products that offer natural or organic
    ingredients. (12 percent of consumers)
  • Active Health Managers: Focused on minimizing healthcare costs,
    they are quick to treat themselves and their families with OTC
    medications recommended by trusted websites when health issues arise
    to avoid costly trips to the doctor. (8 percent of consumers)
  • Awakened and Dedicated: Experienced health scares that drove
    them to focus diligently on their health. They are middle-aged and
    spend heavily on consumer health care products despite being in a
    lower-income bracket. (11 percent of consumers)
  • Unconcerned Realists: Take a “wait and see” approach to their
    health, preferring to treat minor, infrequent ailments with OTC
    medicines to minimize trips to the doctor. (9 percent of consumers)
  • Healthy Passives: Unmotivated to engage with self-care. They
    feel calm about their ability to care for their health and tend not to
    spend much on OTC medicines. (20 percent of consumers)
  • Preventive Moderates: Proactive about staying fit as they age.
    They spend heavily on vitamins and supplements and take prescription
    drugs when needed, but take a relaxed approach to their eating and
    exercise habits. (13 percent of consumers)
  • Advice Seekers: Require the frequent reassurance of a doctor,
    finding it difficult to manage their health problems on their own. Now
    of retirement age, they feel prescription medicines are the most
    effective way to stay well. (15 percent of consumers)
  • Doctor, Doctor!: Impacted by the negative effects of aging,
    they react to myriad health issues using vitamins, OTC medicines and
    prescription drugs, in frequent consultation with their doctors, and
    focus on managing their weight. (12 percent of consumers)

IRI’s research demonstrates the broad spectrum of consumer engagement
with self-care. The 360-degree segmentation was developed using a
demographically balanced pool of respondents and drew on unique
attitudinal, behavioral and actual purchase data.

For more information about IRI’s self-care consumer segmentation, please
contact Carl Edstrom at

About the IRI Partner Ecosystem

IRI fundamentally believes that delivering differentiated growth for
clients requires deep, highly integrated partnering with a variety of
best-of-breed companies. As such, IRI works closely with a broad range
of industry leaders to create innovative joint solutions, services and
access to capabilities to help its clients more effectively compete in
their various markets and exceed their growth objectives. IRI is
committed to its partnership philosophy and continues to actively
enhance its ecosystem of partners through alliances, joint ventures,
acquisitions and affiliations. The IRI Partner Ecosystem includes such
companies as Adobe, The Boston Consulting Group, comScore, Experian,
GfK, Gigwalk, GuestMetrics, Ipsos, Kantar Shopcom, MasterCard Advisors,
MaxPoint, Millward Brown Digital, Mu Sigma, Oracle, Place IQ, Research
Now, Simulmedia, SPINS, Survey Sampling International, Univision

About IRI

IRI is a leading provider of big data, predictive analytics and
forward-looking insights that help CPG, OTC health care organizations,
retailers and media companies to grow their businesses. With the largest
repository of purchase, media, social, causal and loyalty data, all
integrated on an on-demand, cloud-based technology platform, IRI helps
to guide its more than 5,000 clients around the world in their quests to
remain relentlessly relevant, capture market share, connect with
consumers and deliver market-leading growth. A confluence of major
external events — a revolution in consumer buying, big data coming into
its own, advanced analytics and automated consumer activation — is
leading to a seismic shift in drivers of success in all industries.
Ensure your business can leverage data at


Shelley Hughes
+1 312.474.3675