Consumers expressed the most desire for foods with organic ingredients (65%) and low sodium grocery items (47%), followed by low fat/cholesterol (39%) and vegetarian items (31%). Functional food products with added calcium (44%), omega 3 (44%), antioxidants (43%), probiotics/prebiotics (38%), and vitamin D (30%) were also preferred.

 

With Celiac Awareness Month upon us, the study noted interest in specific ingredient-free foods, with one in three natural product consumers seeking allergen free foods. Shoppers were most likely to report buying gluten free/wheat free items (25%), followed by dairy free foods (9%). Fewer avoided soy (6%) or peanuts (4%). Bread (59%), cereal (56%), chips and snacks (54%), and pasta (46%) were the most popular gluten free products.

 

Consumers are turning to gluten free foods for a variety of reasons. More than four in 10 gluten free buyers felt gluten free products were healthier for their family (43%). Another one in three (34%) had a household member with celiac disease or wheat intolerance or indicated that their favorite brands were gluten free already (36%).

 

Packaging is a key factor in brand buying decisions. Four in 10 (40%) recently tried a new brand or switched brands, specifically because it had more earth friendly packaging.

 

Two in three bought products with recyclable packaging or packaging made of recycled materials (66%) and 44% bought products with compostable/biodegradable packaging.

 

The Mambo Sprouts Marketing Quick Poll was completed online among 600 MamboTrack health and natural product consumers between April 19th and April 26th, 2010.