Who are the Trendy Enthusiasts?

Trendy Enthusiasts are the most health-focused, they are the first movers, the influencers, willing to try anything once. From an innovation perspective, you need them to pay attention and give something a try for the product to really break through to the other segments. This segment, however, will not be where you earn your volume. Even if they like what they try, they’ll most likely move on and explore more things.