The Hidden Consumer: Uncovering the Power of Health-Conscious Buyers

by Amy Graves

When what she thought was a sinus infection lasted for three long years, Amy Graves knew something was wrong. What she found was that her body was hiding a secret—one that changed the way she shopped, ate, and interacted with food and products for the rest of her life.

Amy is a member of the newest generation of consumers—hidden consumers—people with allergies, sensitivities, or other health-related concerns that influence their buying decisions. They seek products that are not only effective but safe, clean, and aligned with their lifestyle choices. Understanding this rapidly growing and influential demographic is crucial for any brand looking to succeed in today's marketplace. Recognizing the role of health concerns in relation to purchasing power and decision making is a valuable tool for all consumers who may not realize they are part of this “hidden” community.

Using her own consumer health journey as a catalyst for change, Amy began a journey of activism and advocacy for other hidden consumers that has taken her across the country to speak on behalf of anyone who must pay extra attention to what they buy. The Hidden Consumer is a comprehensive guide to identifying, understanding, and meeting the needs of this unique segment of the buying market. This book delves deep into the profiles of these health-savvy consumers, offering valuable insights into their motivations and behaviors as well as the challenges they face as they navigate the world.

200 pages, Paperback

Published September 16, 2025

About the author

Amy is the founder of Hidden Consumers Consulting. They help companies understand how to find more of their ideal clients who are hidden in plain sight. She focuses on the food industry and helps her clients understand how shoppers read between the ingredient lines to determine if a product is safe for them. She also knows that a majority of Americans today have some form of disability and to increase their business they need to embrace accessibility.

Amy is a certified Business Analyst through UC-Davis She also holds a Bachelor of Science in Research and Analysis from the University of Wisconsin-Superior.