The Hidden Consumer: Uncovering the Power of Health-Conscious Buyers

When what she thought was a sinus infection lasted for three long years, Amy Graves knew something was wrong. What she found was that her body was hiding a secret— one that changed the way she shopped, ate, and interacted with food and products for the rest of her life.

Amy is a member of the newest generation of consumers— hidden consumers— people with allergies, sensitivities, or other health-related concerns that influence their buying decisions. They seek products that are not only effec...