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IRI Provides Actionable Insights into $400 Billion Self-Care Industry, Enabling Marketers to Unlock Personalization OpportunitiesTo 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 spend." The Eight Distinct Self-Care Segments IRI's research revealed the following eight self-care consumer segments:
For more information about IRI's self-care consumer segmentation, please contact Carl Edstrom at [email protected]. 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 (News - Alert), The Boston Consulting Group, comScore, Experian, GfK, Gigwalk, GuestMetrics, Ipsos, Kantar Shopcom, MasterCard Advisors, MaxPoint, Millward Brown Digital, Mu Sigma, Oracle (News - Alert), Place IQ, Research Now, Simulmedia, SPINS, Survey Sampling International, Univision and others. 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 www.IRIworldwide.com.
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