From Farmers Markets to FitBits

3 things we learned from using social media data to analyze health & wellness trends

The organic products market in the US was valued at $39 billion as of 2016, and the US Department of Agriculture has pumped in a billion dollars in 40,000 regional food businesses and the infrastructure to support them since 2009.
This indicates that the market is prime for healthy and organic produce, but is not enough to turn an insight into action; it’s really just the tip of the consumer iceberg. For a more complete understanding of the health food market, we need to understand the why behind these statistics.


People who shop at grocery stores tend to like or discuss Justin Bieber three times as much as farmers markets shoppers.  
Farmers markets tend to be more popular among older women, whereas younger males discuss grocery stores more often. These older women appreciate gardening while grocery-shopping young males discuss basketball and shoes.
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Whole Foods is the most-talked about grocer on social media.
In fact, it’s more talked about than all other national grocers combined. But it’s not all gravy, social media analytics shows us that consumers have love-hate relationship with Whole Foods, and they’re not afraid to talk about it.


Women over 35 love Whole Foods and rave about its healthy, organic produce while millennials complain about their steep prices.
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While it still holds its reputation of being the healthy, organic grocer, Whole Foods fell off the ranks when it came to affordability. Consumers brought this beef about prices onto social media early on. The bulk of social media conversations about grocery stores were grievances of unaffordability combined with lack of healthy food, mostly from millennials and skewing female.
People are less motivated to work out when they don’t have a fitness tracker.
What are goals if you don’t track them, ask the fitness tracker loyalists.

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Not pandering to any stereotypes here, but a check on affinities of those who use fitness trackers and those who prefer personal training, turns out those with trackers love their Star Wars, Sci-fi and video games unlike mothers who prefer personal training, talking about recipes, and parenting.
For more insights, download the full report here.

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