2014 Market #LOHAS Survey Tracks ‘Free Of’ Natural Product Buying Trends Healthy Shoppers Seek #Non-GMO & #GlutenFree but Remain Price and Value Driven
A growing “free of’ movement among healthy natural shoppers is the latest trend tracked in our 2014 Market LOHAS (Lifestyles Of Health And Sustainability) MamboTrack Annual Survey. What’s ‘not’ in food and products is becoming as important to consumers when reading product labels. “Have Not’s are driving brand choice among healthy consumers”, said Karen Herther and Bethany Stanley, Principals of Market LOHAS who direct the MamboTrack Research. “Consumers are seeking transparency, researching products online and reading labels to learn more.”
For many natural and organic product buyers, the cost of buying ‘Free Of’ products from Organics to Non-GMO and ‘Gluten Free’ continue to be an impediment and shoppers are looking for ways to stretch their healthy food budget.
Even with improvement in the economy, consumers remain price & value driven with over 80% using either the same (43%) or more (38%) coupons. Half or more savvy health conscious shoppers will use more online printable coupons (53%), and Retailer/In-Store coupons (49%) in 2014. Looking ahead, providing health conscious shoppers with more education and values around ‘better for you’ products and their benefits is key for healthy brands to be relevant to LOHAS consumers.
The survey findings are consistent with Natural Foodie Focus Groups conducted among natural and organic shoppers revealed that consumers are paying attention to labels, ingredients and product sourcing when choosing healthy brands.
To learn more about healthy ‘Have Not’ natural shopper trends including Gluten Free and Non-GMO, purchase the full Market LOHAS Shopper Industry Report and MamboTrack brand marketing research and natural foodie focus groups.
According to the USDA Blog, Organic 101: Can GMOs Be Used in Organic Products? The use of genetic engineering, or genetically modified organisms (GMOs), is prohibited in organic products. No matter where it was grown, if a product has the USDA Organic label on it, it wasn’t produced with GMOs.
This means an organic farmer can’t plant GMO seeds, an organic cow can’t eat GMO alfalfa or corn, and an organic soup producer can’t use any GMO ingredients. To meet the USDA organic regulations, farmers and processors must show they aren’t using GMOs and that they are protecting their products from contact with prohibited substances, such as GMOs, from farm to table.
The Market LOHAS Mambo Track 2014 Shopper Insight Research Study found that Organic product purchasing is also on the rise among health savvy consumers and 2 in 3 say Non-GMO was a key motivation behind their organic buying along with healthier, better for their family & safer for the environment. This seems to indicate that 2 in 3 shoppers are looking for the USDA Organic seal knowing that it is also Non-GMO.
See more about the USDA Organic Certification and Non-GMOs at: http://blogs.usda.gov/2013/05/17/organic-101-can-gmos-be-used-in-organic-products/#sthash.KseJq1Wh.dpuf
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