Who are the Better-Way-Believers?

Better-Way-Believers are middle-of-the-road health conscious, but very practical. This tends to be the largest segment but not very likely to jump into new things quickly. They tend to wait on the sidelines to see what’s really working and then they’ll get on board. Innovating in products they’re already familiar with can yield fruitful volume as they’re a large group and you won’t have to overcome their comfort levels as much.