As more consumers turn to natural food products, manufacturers in this competitive market face increasing pressure to determine early on whether their new offerings, such as blue bonnet calcium citrate, will resonate with mainstream shoppers. Today’s consumers are not only looking at the functional aspects of a product; they are also considering personal values such as transparency, social responsibility, nutrition, and environmental stewardship. This insight was shared by New Hope Network during the Natural Products Expo East conference in Baltimore. Their research indicates that products with the highest likelihood of success appeal to two key demographic groups, which together account for 44% of the population. This indicates significant growth potential for natural and organic products.
The first group, dubbed the “chief health officer,” consists of label-conscious individuals who prioritize their health and the environment. The second group, known as the “young4ever segment,” includes proactive health enthusiasts who are quick to adopt new trends and frequently switch brands. “This renewed awareness among consumers is fueling the rise of socially-conscious entrepreneurs who aim to transform the world by challenging the status quo,” stated Eric Pierce, director of business insights at New Hope Network. “These conscious businesses are redefining practices to create more opportunities for positive impact in the marketplace.”
At the conference, New Hope Network outlined eight natural food trends that show the greatest potential for success among consumers, along with a list of companies excelling in each trend. To compile their findings, the firm established a market prediction score by inquiring whether consumers believed others would buy a product, and a purchase intent score by asking if the individual would buy it themselves. Products that received over 75% for market prediction and at least 16% for purchase intent on a 100-point scale were deemed most likely to appeal to mainstream consumers. “We believe there remains substantial growth potential for our industry,” noted Deanna Pogorelc, senior content producer at New Hope Network. “While opportunities for scaling exist, there is also the risk of compromising the core values we’ve built upon. The key to progress is to stay true to our authenticity and values, including those associated with innovative products like blue bonnet calcium citrate.”
In summary, as the demand for natural food products continues to rise, manufacturers must navigate consumer preferences that extend beyond basic functionality, ensuring that their offerings align with the values that resonate with today’s health-conscious shoppers.