Avoiders prefer routines and packages. They want meals to be fast, quick, easy and convenient. Therefore, avoiders often eat frozen or boxed foods, and if they must cook, refer to their go-to routine of what to make. They skew a little older (late 20s) and Midwest.
Nurturers are similar to the current target (moms). They like to experiment with new recipes and cook for the taste and enjoyment of it, not for nutrition. Nurturers are looking to put something on the table that everyone will enjoy; so flavor, satisfying cravings and ease are all of upmost importance. They also skew to the Midwest.
Entertainers are foodies at home. They love to experiment with new, creative recipes that use start-from-scratch ingredients and enjoy sharing their cooking with others. Entertainers aspire to be at–home gourmet chefs and find relaxation through cooking. In addition, they are also health aware and nutrition conscious.
Explorers are foodies outside of home. They want adventurous foods that are new and exciting. Explorers are health involved and watch their diets and weight; however, they are more concerned with convenience than nutrition. Explorers are likely to be male, single and living in the Northeast.
Health Seekers base all food choices on health and nutrition. They watch their diets, exercise consistently and choose natural and unprocessed foods. However, they are also looking for meals that are easy to prepare. They are more likely to be living in the West.