This segment is more concerned about food labels and nutritional information; the choices among brand names are the reasons for this.
They less frequently believe in advertisements or promotional messages, but they are more likely to take suggestions from other consumers.
They are strongly motivated to try exotic recipes and to buy foods that they have never tried before (they are responsive to novelty).
They put nutritional benefits foremost; therefore, they are willing to dismiss high sensory appeal (deliciousness),
excellent flavor, and freshness.