Abstract: A system and application for providing a user with interactive and individualized assistance in selecting an appropriate product for the user based on one or more user-selected goals is provided. The consumer or user accesses the application over a computer network such as the Internet and selects items for purchase from a database. The graphical interface can organize the products, for example, by a pre-selected value, a product category, or the consumer's historical shopping data. The application then reviews the selected products or items and recommends substitutions to help the consumer achieve specified goals. The application also includes additional functionality to permit the consumer to shop on a collection of products basis, e.g.