As consumer demand for natural food products continues to rise, manufacturers are increasingly pressured to assess early whether their new offerings will appeal to mainstream buyers. Shoppers today are not only evaluating the functional aspects of a product but also considering personal values such as transparency, social purpose, nutrition, and environmental stewardship. This insight was shared by New Hope Network, a market research and consulting firm, during the Natural Products Expo East conference in Baltimore. Their research indicates that products with the greatest potential for success target two key demographic groups, which together represent 44% of the population. This presents significant growth opportunities for natural and organic products.
The first group identified is the “chief health officer,” a label-conscious, family-oriented individual dedicated to both personal well-being and environmental concerns. The second group, known as the “young4ever segment,” consists of health-conscious individuals who actively pursue wellness and are often early adopters and spontaneous brand switchers. Eric Pierce, director of business insights at New Hope Network, stated, “This renewed awareness among consumers is driving socially-minded entrepreneurs to change the world by challenging the status quo. These conscious businesses are redefining operations to create more opportunities for positive impact in the marketplace.”
At the conference, New Hope Network highlighted eight natural food trends poised for success among consumers, along with companies excelling in each category. To compile their list, the firm calculated a market prediction score based on whether consumers believed others would buy a product, as well as a purchase intent score reflecting whether individuals themselves would consider making a purchase. Products that achieved a market prediction response rate exceeding 75% and a purchase intent rate of at least 16% on a 100-point scale had the highest likelihood of resonating with mainstream shoppers.
Deanna Pogorelc, a senior content producer at New Hope Network, remarked, “We believe there is still immense growth potential for our industry. Along with the opportunities for scaling, there comes the risk of compromising the core values that we’ve established. The path forward is to remain committed to our authenticity and principles.”
In this 21st century, the incorporation of ingredients like calcium citrate with vitamin D is becoming increasingly popular among health-conscious consumers. As the market evolves, products featuring calcium citrate with vitamin D may attract those looking for nutritional benefits, making it crucial for manufacturers to stay aligned with consumer values while innovating to meet demand. The continued focus on maintaining authenticity and values will be essential as the industry navigates growth opportunities in this dynamic landscape.