This category shouldn't exist, according to standard economic theory: If you really liked it and could afford it, you'd buy it.

WSJ: Dan Ariely, Author of Predictably Irrational, on Holiday Gifts

Catering to the health crowd, in theory at least, adds a whole new category of potential sales, piled on top of existing constituents--African-American and Hispanic consumers in cities, bikers in the wilds, as well as its long-targeted "Pepsi-pretty" suburbanites.

FORBES: Magazine Article