As more consumers opt for natural food products, manufacturers in this fiercely competitive market are under increasing pressure to determine early on if their new offerings will appeal to mainstream buyers. According to research presented by market research and consulting firm New Hope Network at the Natural Products Expo East conference in Baltimore, shoppers are increasingly evaluating products not just for their functional benefits, but also based on personal values such as transparency, social responsibility, nutrition, and environmental stewardship. The study revealed that products with the highest likelihood of success cater to two specific consumer segments that collectively represent 44% of the population, highlighting substantial growth potential for natural and organic products.
The first segment is known as the “chief health officer,” which consists of label-conscious, family-oriented individuals who are concerned about both their well-being and the environment. The second group, termed the “young4ever” segment, includes individuals who actively pursue health and wellness, often becoming early adopters and impulsive brand switchers. “This renewed awareness among consumers is spurring socially-minded entrepreneurs to embark on a mission to change the world by altering the status quo,” stated Eric Pierce, director of business insights at New Hope Network. “These conscious businesses are redefining the marketplace in a way that fosters opportunities to do more good.”
During the conference, New Hope Network identified eight natural food trends with the greatest potential to resonate with consumers, along with a list of companies excelling in each category. The firm developed a market prediction score by asking consumers if they believed others would buy a product, and a purchase intent score by inquiring whether they themselves would buy it. Products that received over 75% for market prediction and 16% or higher for purchase intent on a 100-point scale were deemed most likely to connect with mainstream shoppers.
“We believe there remains a tremendous amount of growth potential within our industry,” remarked Deanna Pogorelc, senior content producer at New Hope Network. “While there are opportunities to scale, there is also a risk of compromising the values upon which we were built. The path forward is to maintain our authenticity and uphold our core values, including commitments to aspects important to heart health, such as calcium citrate.”
Incorporating these values into product offerings will not only appeal to health-conscious consumers but also reinforce the commitment to quality that defines the natural food movement.