Food Profiles

A one-size-fits-all marketing approach is often not effective for something as personal as food. By focusing on a specific audience, a brand can offer unique products and experiences for that specific audience. So, it’s better to have a brand that fits perfectly with a small target group rather than one that fits a little bit with everyone.

By choosing the audience with the highest potential and targeting only that audience (using a targeted media mix and message), you can use your resources most effectively and efficiently. And by understanding the specific characteristics and interests of a particular segment, brands can develop effective campaigns and successful products that better resonate with that audience. 

A food-specific segmentation model

The Food Profiles model was developed together with  Food Cabinet, creative agency for good food. The six Food Profiles give marketers, brand managers and food entrepreneurs insight into relevant target groups to determine which of these are most relevant to their product or organization.

The model is a classification of consumers based on differences in attitudes toward six themes: sustainability, enjoyment, convenience, affordability, trendiness and health.


Our Food Profiles allow you to choose the most promising consumer segments and tailor your marketing and media approach to the needs, desires and behaviors of this persona.

Because we already know what kind of messages resonate with each Food Profile, it’s easier to develope effective communication. And because we know what the different persona’s want in food products, generating innovation ideas or concepts is a smooth ride.  

Food Profiles Deep Dive

Have you chosen one or more profiles you want to focus on? Then we can help you find out more about these group(s) with a deepdive. We engage with them and learn how they specifically think about your product or category, the brands in that category and which product or category-specific communication they are sensitive to.

Get to know your customers

Want to know which Food Profiles make up your existing customer base? We will find out for you. We do this by having as many customers as possible fill in a short questionnaire. We can then classify each customer in one of the profiles. And you can gear your marketing to the right profile.

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  • Annabel Hoogendoorn
    Brand Manager, STUNT

    “Thanks to the Food Profiles we now got a clear image of our sub-target groups and their buying reasons. On top of demographics we now have an image of the consumers that buy our products and what motivates them, interests them and what they find important. The Food Profiles turn something abstract like a ‘target groups’ into tangible segments that allow us to define our marketing strategies.”

Have a question?

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What we do

We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight. 

We are the insights partner of choice for food companies and non-profits  that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.

The Hague Tech - Wilhelmina van Pruisenweg 35 - 2595AN - The Hague
(+31) (0)70 2042314 -

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