Chilean Concern For Health And Wellness Shown In Purchases Of Light/Diet Products

Nielsen Company research among Chilean consumers has found that 99 percent of households have purchased light or diet food products, a finding that is in line with the global trend of concern for health and wellness. In Chile, light/diet products are purchased at least every two weeks at an average cost of about $4.40. About a third of Chilean households are “intensive buyers” who purchase light/diet products more than 24 times a year. These represent two-thirds of total expenditures in the category. The remaining third of expenditures comes from “moderate buyers” (12-23 purchases a year) and “occasional buyers” (less than once a month). Nielsen said this type of segmentation shows “opportunities for both product manufacturers and retailers in gaining market share by tailoring marketing to the groups.”