The Hidden Consumer

If you want your brand to lead in loyalty and long-term impact, start by serving the consumers most brands miss.

Every day, millions of people make purchasing decisions based on more than just taste or brand loyalty. They're reading ingredient labels, scanning for allergens, avoiding processed chemicals, and choosing products that align with their needs and values. These people with unrecognized sensitivities, allergies, and other health or environmental concerns are shopping with a different focus. These are the Hidden Consumers-and they are reshaping the marketplace.

Amy Graves knows what it means to be a Hidden Consumer because she is one. With a highly rare sensitivity to corn and corn-derivative products, Amy has fought for labeling transparency and better communication between brands and consumers for years. Now, as CEO of Hidden Consumer Consulting, she works with brands to help them reach customers where they are to best meet their health needs.

In this groundbreaking book, Amy shares her own story and uncovers the growing population of shoppers driven by food allergies, ingredient intolerances, chronic health conditions, disabilities, environmental ethics, and dietary preferences like veganism and vegetarianism. From corn sensitivity to chemical aversion, these consumers are often overlooked by mainstream marketing-but they're fiercely loyal to brands that understand their needs.

Inside, you'll learn how to:

Identify Hidden Consumer groups often missed by traditional marketing approachesAvoid common pitfalls like greenwashing and token inclusion that damage brand trustNavigate ingredient transparency, third-party certifications, and accessible packaging designBuild authentic messaging and product strategies that align with health-conscious, ethical buyersWhether you're launching a new brand or rethinking your current strategy, The Hidden Consumer is your guide to creating products and campaigns that speak directly to this influential and underserved audience.