Whole Foods has always been known as a store for the health-conscious consumer. They have never been one to focus on discounts or deals, instead choosing to offer high-quality, organic products. This has led them to become a favorite among the eco-friendly and health-conscious crowd.
But who is their target market? Are there certain characteristics that define the Whole Foods target market that makes it stand out from customers of other similar grocery stores?
In this article, we will review the Whole Foods target market and understand what drives them to shop at Whole Foods instead of at other stores.
Who is the Whole Foods target market?
To best understand the Whole Foods target market we need to ask ourselves why do people shop at Whole Foods? After all, Whole Foods is not the only store that offers organic and natural products. And it’s definitely not inexpensive.
By understanding the needs and motivations that consumers have for shopping at Whole Foods, we can divide the Whole Foods target market into the following market segments:
- People who like to eat healthy
- People who prefer to shop organic
- People who are trying to lose weight
- People who exercise regularly and stay fit
- Environmentally-conscious people
- Parents who want to feed their children healthy food (even if it costs more)
- People with dietary restrictions
Let’s look closely at each of these customer segments.
#1. People who like to eat healthy
Health-conscious people are the primary target market for Whole Foods. This is a broad market segment that includes people of all ages and backgrounds who have a desire to live a healthy lifestyle. And the cornerstone of their healthy lifestyle is eating healthy and drinking healthy.
This group is interested in eating nutritious foods, exercising regularly, and taking care of their bodies. They are willing to pay more for healthy food options and are looking for a grocery store that can provide them with high-quality, healthy products.
#2. People who prefer to shop organic
People who buy organic are another key target market for Whole Foods. This market segment is interested in buying products that have been grown without the use of pesticides or other harmful chemicals.
They believe that organic food is healthier for both the environment and their bodies. And, like people who are interested in eating healthy, they are willing to pay more for organic products.
This segment of the Whole Foods target market is also likely to buy other organic and natural products, such as natural skin care products, organic cleaning supplies, organic fertilizer for their gardens, etc.
#3. People who are trying to lose weight
Many people who are trying to lose weight turn to Whole Foods as their grocery store of choice. This is because they know that they can find healthy food options that will help them reach their weight loss goals.
This market segment is interested in eating healthy foods, but they may also be looking for low-calorie or low-fat options. They may also be interested in buying whole grain breads and pasta, as well as fruits and vegetables.
These people are also likely to buy healthy snacks at Whole Foods as well as healthy drinks like smoothies and juices.
#4. People who exercise regularly and stay fit
People who exercise regularly and stay fit are another key target market for Whole Foods. This group is interested in eating healthy foods that will help them maintain their weight and their overall fitness level.
This segment of people will likely regularly go to a gym or fitness center and a well-rounded diet is a part of their efforts to stay fit.
They are also likely to buy food products that can support their active lifestyles, such as sports drinks, protein bars, and healthy snacks that are easy to take on the go.
#5. Environmentally-conscious people
Those who care about the environment are also drawn to Whole Foods as their grocery store of choice. They believe that buying organic and natural products is better for the environment, as these products are not grown with the use of harmful chemicals and pesticides.
They are also interested in buying products that have not been shipped long distances, as this reduces the carbon footprint of the product. This market segment is willing to pay more for products that they believe are better for the environment.
In addition to buying organic and natural products, people who are interested in being environmentally friendly are also likely to purchase other green products, such as cleaning supplies and paper products that are made from recycled materials.
#6. Parents who want to feed their children healthy food
Parents are always looking for ways to feed their children healthy food. And, Whole Foods is a great option for parents who want to give their kids the best possible nutrition.
Parents can easily find healthy foods for their kids at Whole Foods, such as fruits and vegetables, ready-to-eat healthy food, low-fat milk and ice cream, greek yogurt, and healthy snacks.
This market segment is also interested in buying organic and natural products, as they believe that these products are better for their children’s health. In addition, they are likely to purchase other products that are designed for children, such as toys and games, books, and clothes.
#7. People with dietary restrictions
When people have dietary restrictions like celiac disease, gluten intolerance, or lactose intolerance, they are likely to shop at Whole Foods because they know that they will be able to find foods that meet their specific dietary needs.
People with dietary restrictions are interested in buying gluten-free bread and pasta, as well as dairy-free milk and yogurt. They may also be interested in buying organic and natural products as long as they support their dietary restriction.
This market segment is also likely to be interested in purchasing other products that meet their dietary needs, such as gluten-free snacks and desserts, as well as dairy-free cheese and ice cream.
The Whole Foods target market usually includes affluent or well-to-do people who like to eat healthy. Often these people shop organic and are environmentally conscious.
People trying to lose weight or stay fit are also likely to shop at Whole Foods as are those with dietary restrictions.
Finally, parents looking for healthy food and snacks for their families are also an important segment of the Whole Foods target market.