The challenge Consumers are becoming increasingly conscious and careful with their eating habits. Lifestyles, health, and personal desire leads to various eating styles and mindful choices. Whether Vegan, Vegetarian, Flexitarian, Keto, or Paleo – consumers are seeking specific foods to maintain their lifestyles. With this knowledge consumer research agency Alter Agents were commissioned by a major supermarket chain to dig deeper into these specific lifestyles to discern how to provide better solutions to their healthy eating customers. The objective of the study was to understand the attitudes, habits, current eating patterns, and motivations among these groups of people as well as to identify and understand any unmet needs around health and healthy eating, so they could create

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