04.01.14
Non-GMO topped organic as a driving factor in brand choice among health conscious consumers, according to the 2014 Market LOHAS MamboTrack Natural and Organic Shopper Survey. The survey found 80% seek out non-GMO products with 56% saying non-GMO was key to brand buying versus 52% citing organic. This marks the first time non-GMO was rated above organic in purchase intent.
Also poised for continued growth is the gluten-free category, with seven in 10 natural shoppers buying products labeled as gluten-free and more than nine in 10 planning to increase (41%) or maintain their spending (57%) on gluten-free. The study also revealed that eight in 10 health conscious shoppers buy natural “antibiotic-free” (ABF) poultry (81%) protein products—a jump over 2013 (74%).
“Product ‘Have Nots’ are driving brand choice among healthy consumers,” said Karen Herther and Bethany Stanley, principals of Market LOHAS who direct the MamboTrack Research. “From non-GMO to gluten-free to ABF, shoppers are seeking transparency and reading labels focusing more on what’s not in the products they buy.”
The study also found that about one in 10 follow the Paleo diet (hunter-gather diet), which is free of grain, legumes and dairy products. Even with improvement in the economy, these consumers remain price and value driven, as more than 80% use either the same (43%) or more (38%) coupons. About half of health conscious shoppers will use more online printable coupons (53%) and retailer/in-store coupons (49%) in 2014.
The 2014 Market LOHAS MamboTrack Natural and Organic Shopper Survey was fielded online among 1,000 health conscious consumer panelists in December 2013 by Market LOHAS, leaders in health/eco shopper marketing research and content marketing solutions. MamboTrack is offered in partnership with Mambo Sprouts Marketing, a leader in natural, organic and green product marketing, coupon and promotional services.
Also poised for continued growth is the gluten-free category, with seven in 10 natural shoppers buying products labeled as gluten-free and more than nine in 10 planning to increase (41%) or maintain their spending (57%) on gluten-free. The study also revealed that eight in 10 health conscious shoppers buy natural “antibiotic-free” (ABF) poultry (81%) protein products—a jump over 2013 (74%).
“Product ‘Have Nots’ are driving brand choice among healthy consumers,” said Karen Herther and Bethany Stanley, principals of Market LOHAS who direct the MamboTrack Research. “From non-GMO to gluten-free to ABF, shoppers are seeking transparency and reading labels focusing more on what’s not in the products they buy.”
The study also found that about one in 10 follow the Paleo diet (hunter-gather diet), which is free of grain, legumes and dairy products. Even with improvement in the economy, these consumers remain price and value driven, as more than 80% use either the same (43%) or more (38%) coupons. About half of health conscious shoppers will use more online printable coupons (53%) and retailer/in-store coupons (49%) in 2014.
The 2014 Market LOHAS MamboTrack Natural and Organic Shopper Survey was fielded online among 1,000 health conscious consumer panelists in December 2013 by Market LOHAS, leaders in health/eco shopper marketing research and content marketing solutions. MamboTrack is offered in partnership with Mambo Sprouts Marketing, a leader in natural, organic and green product marketing, coupon and promotional services.