The demand behind the shelf. Each persona is a shopper archetype composed from the claims and attributes on the products themselves — a lens for reading which brands and stores serve which kind of eater. A demand-side complement to Brand Power.
Shops fully plant-based — no meat, dairy, or eggs on the label.
How we spot it: diet: vegan
Avoids gluten — for celiac, sensitivity, or preference.
How we spot it: free-from: gluten
Wants short, recognizable ingredient lists — no artificial colors, flavors, or preservatives.
How we spot it: free-from artificial colors + flavors + preservatives, plus non-GMO
Keeps carbs low and leans on fat and protein.
How we spot it: diet: keto, or nutrition: low-carb
Prioritizes organic certification and ethical, regenerative sourcing.
How we spot it: organic, or sourcing: grass-fed / pasture-raised / wild-caught / cage-free / free-range
Optimizes for price per unit within each category.
How we spot it: bottom price-per-unit tercile in its category
Seeks the most protein per serving — bars, shakes, snacks, and high-protein staples.
How we spot it: declared protein ≥ 10 g per serving
Live for the ~22% of products with declared protein grams; expands as nutrition facts fill in.
Centers animal protein (meat, dairy, eggs, tallow) and steers clear of seed oils and ultra-processed plant fillers.
How we spot it: animal protein source, not plant-only
Needs an ingredient-level protein-source signal, on the attribute roadmap.
Looks for functional benefits — pre/probiotics, adaptogens, and gut-health support.
How we spot it: functional benefit: probiotic / prebiotic / adaptogen
Needs a functional-benefit attribute, on the attribute roadmap.
Personas are composed from product attributes where the label is explicit, and refined with review where it isn’t. Coverage grows as more products are enriched — the “coming soon” personas need an ingredient-level signal being added next.