CO-WRITTEN / PARTNER | Staff Reporter, Australia

Healthy choice brands and the gender of their customer base.

According to an Ipsos’ Enhanced Media Metrics Australia (emma) study, four brands in the health choice category earn the distinction of having a female customer base of 60% or more.

The study shows that customers of Healthy Habits are predominantly female, almost three-quarters; Pure & Natural has 70% of its customer base female; while female customers of Boost Juice and Sumo Salad comprise 61.3% and 67.7% of the brands’ respective customer bases.

It suggests that while these brands may be successful in getting females through the door, more strategy should be taken to attract males and reach more people.

Subway, the biggest brand that uses dominant healthy messaging through the Eat Fresh catch-cry actually leans the other way, men make up 55% of their consumers, a higher percentage than KFC or McDonalds.

More information on emma is available from emma.com.au or contact ben.coulston@ipsos.com

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