HEALTHY AND NATURALThis increasingly important market segment is concerned with the health and environmental impact of their purchases and will probably seek out environmentally friendly retailers as well. In terms of their grocery purchases, the healthy and natural segment will select products that are natural, fat-free, low-carb, vegetarian gluten-free, or some other health attribute.While some consumers in this segment are restricted by diet, most just want to pursue a healthy and active lifestyle.These consumers are typically more involved in their purchase decisions, making packaging design and information more important to this segment. They typically want to deal with brands that they can trust and that they know are ethical.