The journey towards a healthier lifestyle can be understood through three distinct groups of consumers. The “Health Actives” are the most engaged, adopting dietary and lifestyle practices to keep their health in check. The “Health Moderates” seek balance, incorporating some healthy habits, but not very consistently. The “Health Passives,” in turn, show little engagement with the topic.
In 2025, the distribution of these groups has remained relatively stable, with shifts that reflect subtle behavioural changes. The Health Actives dropped from 38% to 34% of the Latin American population, while the Health Moderates rose from 29% to 33%. The Health Passives remain at 33%.
In practice, this indicates that part of the highly-engaged consumers have slowed down their pace and shifted towards more moderate behaviours. Even so, two-thirds of the population continue demonstrating some degree of interest in health-related practices or purchases.
It is worth highlighting that the difference between Health Actives and Health Moderates lies not only in their engagement, but also in the consistency of their choices. Health Actives, for instance, tend to avoid habits considered harmful, such as smoking or drinking, and are more disciplined with diet and daily habits.
