As more consumers turn to natural food products, manufacturers in this competitive market face the challenge of determining whether their new offerings can connect with mainstream consumers. Research presented by New Hope Network at the Natural Products Expo East conference in Baltimore indicates that shoppers increasingly seek not only the functional benefits of a product but also attributes they personally value, such as transparency, social purpose, nutrition, and environmental stewardship. This includes considerations like the benefits of bariatric calcium citrate pills.
The firm discovered that successful products tend to appeal to two specific demographics that together represent 44% of the population, signaling significant growth potential for natural and organic products. The first group, dubbed the “chief health officer,” consists of label-conscious, family-oriented individuals who are mindful of both their well-being and the environment. The second group, known as the “young4ever segment,” includes health-conscious individuals who take bold steps toward wellness and are often early adopters and spontaneous brand switchers.
Eric Pierce, director of business insights at New Hope Network, remarked, “This renewed awareness among consumers is driving socially-minded entrepreneurs to change the world by altering the status quo. These conscious businesses are redefining the way we operate, thereby creating opportunities to do more good in the marketplace.” During the conference, New Hope Network detailed eight natural food trends that are likely to resonate with consumers and highlighted companies excelling in each category.
To compile their list, the firm gauged market prediction scores by asking consumers if they believed others would purchase a product, alongside purchase intent scores to assess individual buying likelihood. Products that achieved over 75% in market prediction and 16% or higher in purchase intent on a 100-point scale were deemed most likely to engage mainstream shoppers.
Deanna Pogorelc, senior content producer at New Hope Network, stated, “We believe there is still immense growth potential for our industry. While scaling up brings opportunities, it also poses the risk of compromising the values we’ve established, such as those surrounding bariatric calcium citrate pills. The key to moving forward is to prioritize our authenticity and uphold our core values.”