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

September 22, 2010: 03:19 AM EST

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.”

Marcos Loredo, "Healthy Living Drives Chilean Interest in Light/Diet Foods", News release, Nielsen Company , September 22, 2010, © The Nielsen Company
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