Six Reasons Start-Ups Drive Health and Wellness
Good news for would-be entrepreneurs – and even for executives inside big companies who long to create something new. In health and wellness, it is start-ups that are taking the lead in redefining markets and creating new categories.
1. Smart start-ups target the health-active.
Start-ups have to start small, because they lack resources. As a result, they target the people most motivated by their health and wellness message. These are "lifestyle" consumers - the 20 to 30 percent of people willing to pay a premium for healthier products, unlike the price-sensitive mass market. They are health active and receptive to new foods. In fact, many start-ups never graduate to mass, staying with these loyal premium consumers.
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1. Smart start-ups target the health-active.
Start-ups have to start small, because they lack resources. As a result, they target the people most motivated by their health and wellness message. These are "lifestyle" consumers - the 20 to 30 percent of people willing to pay a premium for healthier products, unlike the price-sensitive mass market. They are health active and receptive to new foods. In fact, many start-ups never graduate to mass, staying with these loyal premium consumers.
To continue reading, please click here for the full article.