What wins your consumers isn’t what keeps them loyal
We studied 200 UK health consumers
and found key insights that contradict what most consumer health brands think they know about winning new customers, keeping them engaged and maximising investment.
Get the full research in one free report.
The gap between what consumers say and do
Consumers tell you what matters to them, but the priorities they describe rarely match what actually drives their decisions to choose or stay with your brand.
Our report uncovers where these gaps exist, and where your investments end up chasing the wrong goals.
What they say
Data privacy is a priority
39% say that they have abandoned a purchase over data worries
What they do
Ignore data privacy after first purchase
Ethical data handling ranks last of 11 retention factors
Clinical proof wins customers. But it will not keep them.
What they say
Clinical proof is a top reason to choose a product
44% say clinical proof is a top reason to choose a product
What they do
Use their own proof to decide whether a product stays or goes
52% continue to buy the product solely based on how it makes them feel
The deeper psychological influences
that actually drive consumer decisions
are rarely the ones consumers articulate.
Pomegranate’s behavioural science approach surfaces these underlying influences to build digital experiences that truly drive behaviour and better business outcomes.
Better AcquisitionStronger RetentionLoyalty-Driven Experiences
What you will
learn in this report
You might not be marketing to the real decision-makers
The person who chose the product, and the person using it are often not the same. We reveal who makes that decision and why.
The retention driver brands aren’t measuring
Consumers judge whether your product is working against criteria that never show up in your data. By the time you see the churn, they've already decided to leave.
Where data privacy pays off, and where it doesn’t
Privacy concern is real at the point of purchase. But it is not a driver of loyalty. The 30-percentage point gap between the two is where investments are misallocated.
Where AI belongs, and where customers will punish you for using it
Consumers accept AI in some contexts, and reject it in others. We mapped exactly where consumers draw that divide for health brands.
The line between personalisation that builds and ends trust
Consumers draw a clear line between personalisation that feels supportive and personalisation that feels intrusive.
But most brands don't know where they stand.
Get the full report
Key insights that challenge how consumer health brands acquire and retain customers.
Understand what really drives your consumers, and where your investment can be better directed.