by Luis Alcala / Avocado insight / March 18, 2025
Atlanta G.A. — A rising consumer segment is reshaping the U.S. food industry: «Upscale Healthy Consumers.» Per a 2023 Claritas infographic, these high-income buyers, driven by health, quality, and sustainability, fuel a dynamic market often ignored by traditional players.
Who Are These Consumers?
They’re high-earning adults — often professionals or active families — unwilling to settle for basics. From organic foods to cutting-edge supplements, they seek the best, our analysis of Claritas suggests. With a wellness-focused mindset, they may account for $40 billion to $78 billion yearly, or 20% to 30% of the $200 billion to $260 billion healthy food market in 2023 (Grand View Research).
The Power of Labels and Trust
They favor organic, natural, and sustainable products, guided by clear labels like «gluten-free» or «low-sugar.» A «no preservatives» tag often wins their cart over generics, the infographic highlights. Reviews and health expert advice also sway them, demanding transparency and authenticity from brands.
Blending Physical and Digital
While they shop at upscale grocers, they blend premium store visits with e-commerce for convenience without compromising quality. Companies must invest in intuitive digital platforms and fast shipping to keep them, a key takeaway from Claritas’ data.
Sustainability as a Value Driver
Their focus on sustainability isn’t a trend — it’s a purchase standard. They boost organics ($63.8 billion in 2023, per Statista) and demand eco-friendly packaging and personalized products reflecting their wellness values, pushing firms to innovate ethically.
Though just 4% to 8% of the total food industry ($1.013 trillion in 2025, Statista), their influence is outsized. Brands like Whole Foods thrive by targeting them, while mass-market firms lag. With healthy foods growing 10% yearly, they could set the norm by 2030.
Legal Note: This article interprets the 2023 Claritas infographic «CPG Retail Infographic On Behaviors Of Upscale Healthy Consumers,» publicly available. Additional data from Grand View Research and Statista are cited. The analysis is original, per fair use for journalism. For commercial use, confirm permissions with Claritas.
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