HealthFocus International

What HealthFocus International does

HealthFocus International is a privately held B2B consumer insights firm founded in 1990 and headquartered in Des Plaines, Illinois. The company specializes exclusively in consumer attitudes toward health, nutrition, and food/beverage choice, serving food manufacturers, beverage manufacturers, supplement manufacturers, ingredient suppliers, flavor/fragrance suppliers, food retailers, food service operators, personal products manufacturers, and pharmaceutical companies with consumer health or nutraceutical offerings. Its core asset is the proprietary Global Database on Consumers and Healthy Living, built from more than 300,000 consumer interviews across 40+ countries since 1990, refreshed through the biennial HealthFocus Global Trend Study. The product portfolio includes the flagship Global and US Trend Studies, over 20 topic-specific syndicated reports (covering sweeteners, gut health, snacking, functional foods, protein, sustainability, weight management/GLP-1s, mood food, fats, fiber, supplements, processed foods, and more), five proprietary consumer segmentation models (Healthy Shopper, Early Adopter, Parenting, Sweetener, Benefit Platforms), an Insights on Demand quick-answer service, and full-service custom research.

The business operates on a multi-stream model: annual corporate subscriptions (recurring), one-time syndicated report licenses, sponsored/co-funded research partnerships at syndicated pricing, custom quantitative and qualitative projects at full-service pricing, and conference/workshop engagements. Distribution is primarily direct enterprise sales supplemented by the company website, a client portal, content marketing via free infographics and a newsletter, and earned media through a structured press access program. The company has 11–50 employees, no disclosed institutional investors or funding rounds, and no parent company, with leadership anchored by President Julie Johnson, Director of Human Insights Cali Amos, and Dietary and Nutrition Insights Manager Angela Johnson (MS, RD).

Name

HealthFocus International

Legal name

HealthFocus International

Website

https://healthfocus.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

HealthFocus International is a privately held B2B consumer insights firm, founded in 1990, that tracks health and nutrition attitudes across 40+ countries using a proprietary database of 300,000+ consumer interviews to serve food, beverage, ingredient, supplement, and pharma CPG companies.

Ownership category

akta.pro rank

Headquarters

HQ city

Des Plaines

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Research Reports and Studies: Sale of syndicated and topic-specific research reports covering areas like sweeteners, gut health, snacking, functional foods, protein, sustainability, weight management, and more. Reports available globally, regionally, and across 25+ individual markets.
2. Annual Subscription: Corporate individualized annual subscription model providing flexible access to the broadest internal use. Includes access to comprehensive HealthFocus global database, insights on demand, allocated consulting hours, unlimited advisory calls, custom data runs and consumer profiles, exclusive discounts on reports and custom projects, on-site workshops and special presentations, hot topic reports, and guaranteed slotting on sponsored research.
3. Custom Projects and Sponsored Research: Full-service quantitative and qualitative research of any size and methodology globally. Companies can participate as partner/sponsor in large studies for custom research at syndicated pricing with benefits including input into questionnaire, inclusion of proprietary questions, lead time on data, tailored strategy presentations, written report, custom data banners, additional hours of analysis and consultation, and ongoing database access.
4. Insights on Demand: Fast-turnaround answers to specific questions using the existing Global Database. Includes Data Vault, QuickSolutions, and QuickTrends services for when companies cannot wait for critical program information.
5. Presentations and Speaking Engagements: Presentations at key conferences, workshops and strategy sessions where HealthFocus is engaged to participate in client programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

HealthFocus International provides consumer market research and insights focused on health and nutrition attitudes for the food, beverage, ingredient, and supplement industries. Its core asset is the proprietary Global Database on Consumers and Healthy Living, built from 300,000+ consumer interviews across 40+ countries since 1990, from which it sells syndicated trend studies, topic-specific research reports, proprietary consumer segmentation models, and custom research engagements via annual subscriptions and direct enterprise sales.

Product overview

HealthFocus International is a consumer insights company specializing in health and nutrition research, offering a platform of syndicated research products and custom analytical services. The core offering is the HealthFocus Global Trend Study tracking consumer attitudes across 40+ markets since 1990, supplemented by the US-specific HealthFocus US Trend Study. The portfolio includes over 20 topic-specific research reports covering Sweeteners, Gut Health, Snacking, Functional Foods & Beverages, Protein, Sustainability, Weight Management, Plant Paradox, Boosted Beverages, Energy, Mood Food, Fats, Fiber/Grains/Carbohydrates, Supplements, Health Concerns, Shopping Habits, and Processed Foods. Additionally, the company offers Consumer Segmentation models (Healthy Shopper, Early Adopter, Parenting, Benefit Platforms, Sweetener Segments), Insights on Demand quick-answer services, and Custom Analysis capabilities. These products work together as a comprehensive ecosystem for food, beverage, ingredient, and supplement companies seeking to understand and connect with health-conscious consumers globally.

Differentiator

Problem solved

Functional benefit

Brands

• Healthy Shopper Segmentation Model: Segmentation model that divides shoppers into six distinct groups with different approaches and motivation on health and wellness.
• Early Adopter Segmentation
• HealthFocus Parenting Segmentation Model
• HealthFocus Benefit Platforms
• HealthFocus Sweetener Segments

Products and services

• HealthFocus Global Trend Study The broadest and longest-running syndicated database of its kind tracking consumer attitudes, motivations, and behaviors around health, nutrition, and food choice across 40+ international markets since 1990. Sold as a syndicated research product for CPG, beverage, ingredient, and supplement companies.
• HealthFocus US Trend Study Tracks US consumer perceptions, motivations, and behaviors around health, nutrition, and food choice, with tailored coverage of emerging trends. Sold as a syndicated research product for US-focused CPG, beverage, ingredient, and supplement companies.
• Sweeteners Report Deep-dive analysis of sugar and sweetener preferences, ratings, and net sentiment scores for 25 sweeteners across 25 markets. Targets food, beverage, and ingredient manufacturers reformulating sugar content.
• Gut Health Report Global perspective on consumer beliefs, interest, and actions around gut health and its connections to immunity, weight management, mental well-being, and energy. For food, beverage, and supplement brands developing digestive health products.
• Snacking Report Comprehensive analysis of snacking evolution including shopper motivations, attitudes, and the search for healthier indulgence across 25 markets. For snack food manufacturers and brands developing healthier snack portfolios.
• Functional Foods & Beverages Report Analysis of consumer interest in functional benefits from foods and beverages, including immunity, digestion, energy, weight, heart health, mood, and sleep. For CPG companies developing functional food and beverage lines.
• The Future of Protein Report Examination of protein market trends, consumer expectations for better protein, and shifting views on protein sources including plant-based alternatives. For protein product manufacturers and ingredient suppliers across plant and animal protein categories.
• Sustainability Report Analysis of consumer perceptions of sustainability, environmental issues, and how these relate to food/beverage choices across 25 markets. For CPG companies developing sustainability positioning and ESG strategies.
• Weight Management and GLP-1s Report Global weight report exploring the weight management journey including GLP-1 awareness and usage, evolving attitudes, and new opportunities across 20 countries. For weight management product manufacturers, CPG companies, and pharmaceutical nutraceutical businesses.
• The Plant Paradox Report Analysis of plant-based food and beverage trends, consumer concerns about health and sustainability, and opportunities for innovation. For plant-based food manufacturers and ingredient suppliers serving this category.
• Boosted Beverages Report Analysis of beverage trends beyond hydration, including demand for better-for-you beverages, functional benefits, and clean/natural ingredients. For beverage manufacturers developing functional and better-for-you product lines.
• Energy Evolves to Feeling Good Report Exploration of energy product market evolution addressing mental and emotional needs beyond physical energy. For energy drink, supplement, and functional beverage brands.
• Mood Food Report Analysis of mental/emotional health as cornerstone of wellness and consumer interest in mental power, confidence, and stress reduction. For CPG, supplement, and functional food companies targeting mood and mental wellness benefits.
• Fats Report Analysis of consumer perceptions of 15 different fats and oils across 25 markets. For food manufacturers, oil suppliers, and brands developing fat-replacement or fat-positioning strategies.
• Fiber, Grains and Carbohydrates Report Analysis of consumer interest in fiber, whole grains, and carbohydrates including carb reduction trends and consumer ratings of carb sources. For grain, cereal, and bakery product manufacturers.
• Supplements Report Analysis of consumer attitudes towards supplements including safety, efficacy, popular types, barriers to usage, and interest in personalized solutions. For supplement manufacturers and personalized nutrition companies.
• Health Concerns Report Market-level insights into consumer health concerns covering 30+ health issues globally, regionally, and across 23 countries. For CPG, supplement, and pharmaceutical companies mapping health concerns to product opportunities.
• Shopping Habits Around the World Report Blueprint for effective shopper communications including health gaps among retailers, online shopping trends, and purchase drivers. For retailers and CPG companies managing shopper marketing and retailer relationships.
• Processed Foods & Beverages Report Analysis of consumer views on food science, ultra-processed foods, transparency, and building better processed foods and beverages. For processed food and beverage manufacturers addressing clean-label and transparency demands.
• Global Gut Health Report Comprehensive gut health analysis covering digestive health connections to immunity, weight management, healthy aging, mental well-being, mood, and energy. For digestive health, probiotic, and functional food brands.
• A New World of Snacking Report Analysis of the new snacking landscape where consumers approach snacks with meal-level scrutiny and expect healthier options. For snack food manufacturers adapting to evolving consumer expectations.
• Healthy Shopper Segmentation Model Proprietary segmentation dividing shoppers into six distinct groups with different approaches and motivations on health and wellness, providing a consistent global foundation for understanding shopper attitudes. For CPG marketers and brand strategists.
• Early Adopter Segmentation Statistically projectable algorithmic segmentation identifying innovators based on behaviors, attitudes, knowledge, and experimentation aptitudes, with 90%+ accuracy. For brands targeting early-adopter consumer segments.
• HealthFocus Parenting Segmentation Model Segmentation view of different parent types and their attitudes and behaviors when providing for children's health and wellness needs. For brands marketing health products to parents and families.
• HealthFocus Benefit Platforms Eight global nutritional benefit areas identified as most compelling to shoppers, providing foundation for brand positioning. For CPG brand and innovation teams building health-benefit positioning.
• HealthFocus Sweetener Segments Proprietary segmentation helping companies understand shopper attitudes and preferences towards sweeteners across 25 sweetener types. For sweetener suppliers and food/beverage reformulators.
• Insights on Demand Quick-answer service providing fast access to insights from hundreds of thousands of data points across 40+ markets since 1990, including Data Vault, QuickSolutions, and QuickTrends services for faster, less expensive insights than full custom research. For mid-market and time-pressured insight buyers.
• Custom Analysis Proprietary client segmentation and customized target audience profiling services using the Global Database on Consumers and Healthy Living. For CPG companies needing tailored consumer analysis beyond syndicated offerings.
• Annual Subscription Corporate individualized annual subscription providing comprehensive Global Database access, allocated consulting hours, unlimited advisory calls, custom data runs, on-site workshops, hot topic reports, exclusive discounts on reports and custom projects, and guaranteed slotting on sponsored research. For CPG clients needing ongoing access to HealthFocus's data and advisory services.

Quantifiable outcome

• 10% average increase in sales across markets for global ingredient supplier client
• +1 more outcomes

Named customers4 records

Segments9 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Innova Market Insights: Specializes in food and beverage innovation trends, ingredient tracking, and consumer insights globally. Closest direct peer to HealthFocus's Global Trend Study and topic-specific reports (sweeteners, protein, gut health, plant-based), serving the same CPG and ingredient client base.
• SPINS: Retail data and consumer insights company focused on natural, organic, and specialty wellness products. Comparable through its health-and-wellness consumer segmentation and CPG/supplement client base, though its primary asset is retail scanner data rather than survey research.
• Datassential: Foodservice and food industry research firm tracking menu trends, consumer attitudes, and product innovation. Comparable to HealthFocus through CPG/foodservice overlap and consumer trend reporting, though Datassential leans toward menu and operator data.
• Mintel: Global market research firm publishing syndicated consumer research across CPG, food, beverage, beauty, and lifestyle categories. Directly comparable to HealthFocus in business model (syndicated reports + custom research) and target customers (CPG and ingredient companies), though Mintel operates at much larger scale across broader categories.
• The Hartman Group: Consumer research firm specializing in health and wellness, sustainability, and cultural food trends. Comparable to HealthFocus's health-and-nutrition focus and segmentation-led approach, with similar CPG and natural/organic product client base.

Broad incumbents

• IRI: Market research and analytics provider for CPG, retail, and healthcare clients. Comparable to HealthFocus through CPG and consumer insights overlap, though IRI's core capability is point-of-sale and retail measurement rather than survey-driven health/nutrition consumer research.
• Kantar: Global data, insights, and consulting company covering consumer behavior, brand tracking, and media. Overlaps with HealthFocus through CPG consumer insights work, though Kantar serves many categories and operates at enterprise scale well beyond HealthFocus's niche.
• Euromonitor International: Global market research firm providing consumer and industry data across categories including food, beverage, and health. Comparable to HealthFocus through syndicated consumer research for CPG clients, though Euromonitor is a broad incumbent with much wider category coverage.
• NielsenIQ: Large-scale consumer measurement and analytics company serving CPG and retail clients globally. Overlaps with HealthFocus in consumer insights for CPG, but operates at vastly larger scale with retail panel data as its primary asset versus HealthFocus's survey-led health-and-nutrition specialization.

Others

• FONA International: Flavor solutions provider that publishes consumer flavor trend research and insights. Adjacent peer that publishes consumer trend content overlapping with HealthFocus's Sweeteners and Fats reports, serving ingredient and flavor buyers rather than competing as a pure insights vendor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HealthFocusInt
• LinkedInlinkedin.com/company/healthfocus-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HealthFocus International