NEW YORK — Just 26% of the population accounts for more than 61% of spending on health and wellness products, according to a study by AlixPartners here. Such “superusers” spend four times per month more than the average consumer on health and wellness products but can be challenging to target as their willingness to pay more for product attributes tends to vary widely and they often shop in unexpected channels, Alix said. The study found that superusers allocate more than ...
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