These are fitness fanatics, heavily into well-being, and they love a good hot yoga session. They are true believers in exercising, healthy eating and mindfulness to lead stress-free lives. These affluent women live in higher socio-economic areas with their family. Their ultimate getaway is visiting a high-end health retreat in Ubud or the Gold Coast hinterland where they can fully detox their mind and body and share their experience with other like-minded women. As the main grocery buyers, they are typically buying organic, gluten-free, dairy-free products. They want to know where their food has come from, so it’s important to tell the food story about the items they buy. Exercising is the core of who they are, and typically they will be gym members.