What Brands Are Missing About Health-Conscious Buyers

What if the food you eat every day—the food you trust to nourish you—is quietly making you sick? Across the country, millions of people struggle with food allergies, hidden sensitivities, chronic illnesses and ethical food concerns. Yet most of these issues aren’t officially recognized, leaving an entire population of hidden consumers underserved. They are the people who scrutinize every label, avoid “natural flavors,” and prioritize clean eating and food transparency—all while being ignored by the very brands they want to support.

In her debut book, The Hidden Consumer: Uncovering the Power of Health-Conscious Buyers, Amy Graves discusses hidden ingredients, ultra-processed foods and misleading food labeling. Drawing from her personal journey with life-altering food sensitivities, Graves exposes the challenges faced by health-conscious buyers and the multi-billion-dollar opportunities businesses miss when they fail to serve them.

Graves blends personal experience with research-based insights.

This book will change the way you think about what’s really on your plate.

Topics include:

1. The dangers of hidden ingredients and how they quietly shape your health
2. How food allergies, intolerances, and chronic illnesses are transforming consumer demand
3. The rise of health-conscious buyers and why they represent a $19 billion market
4. Why food transparency and clean eating are no longer optional for brands

Why should people read it? Who is the book for?

Amy’s ground-breaking work on who Hidden Consumers are helps those who struggle with eating food safely. She brings a new way of thinking about food and how we fuel our bodies.

For those in food, marketing, healthcare and policy, this book will challenge you to engage a community of hidden consumers.

Single most important takeaway:

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.

Meet the author

Amy Graves is the founder of Hidden Consumers Consulting, where she helps food and beverage companies connect with overlooked audiences who demand transparency and safety. After years of struggling with unrecognized food allergies and chronic illness, Amy turned her journey into a mission to educate, advocate, and transform the way businesses serve health-conscious buyers. She lives in California with her husband, where she continues to champion safer, more inclusive choices for consumers everywhere. To connect with Amy, visit her website.

Want more from Amy Graves? In our Lioness webinar, “Digital Tools Into Dollars,” she breaks down how to turn your website traffic into real customer engagement.