Healthy Conscious Consumers Shop Values, Seek Non-GMO and Food Transparency According to Our 2015 Market LOHAS MamboTrack Survey
#NonGMO, #Organic #GlutenFree #LOHAS #naturalproducts #ShopperMarketing
Values’ are motivating healthy eco shoppers with brand choice increasingly motivated by healthy product key product and ingredient factors according to our 2015 Market LOHAS MamboTrack Health and Natural Consumer Survey. Shoppers are seeking food supply transparency taking steps to learn more about how and where their products are grown and produced. The Study also reported major concerns over Pesticide residues (Organic), Antibiotics (ABF) in Poultry & Meat and Food Safety.
The 2015 MamboTrack Research Study also reported that savvy health and value-minded consumers are buying health and natural products at a variety of conventional and natural specialty retail outlets from regular supermarkets to Farmer’s Outlets and health and natural channel stores and outlets from Local Health Foods Stores, Whole Food Market, and Sprouts. A large majority of shoppers are reading product/ingredient labels, buying more certified label products (e.g., USDA Organic Non-GMO Gluten Free, Fair Trade) and purchasing Local direct from producers or farmers markets and shopping at trusted health/natural product retailers. However, Price is still a factor as healthy ‘value’ shoppers leverage Coupons to buy more natural and organic brands and learn about New healthy products.
The 2015 MamboTrack LOHAS Industry Study was fielded online among 1,000 health and eco shopper panelists in December 2014 tracks healthy LOHAS shopper marketing patterns and retail buying trends. Contact Market LOHAS – MamboTrack Research for more information about healthy eco brand marketing solutions and to purchase the full 2015 Market LOHAS MamboTrack Natural and Organic Shopper Survey Report and Custom healthy natural category shopper and retailer profiles.
Our Market LOHAS (Lifestyle Of Health And Sustainability) consumer research surveys reveals similar concerns of what constitutes 'healthy and natural'. Shoppers tell us that they read labels and research products and are seeking 'healthy' gluten free products, seeking #NonGMO foods.
New Research Shows Food Marketing Can Create False Sense of HealthJune 19, 2014
by Mike Hower
Health-related buzzwords mislead consumers into thinking packaged food products labeled with these words are healthier than they actually are, according to a new research study conducted by scholars at the University of Houston (UH).
Some of these words, such as “antioxidant,” “gluten-free” and “whole grain,” create a “false sense of health,” which when combined with a failure to understand the information presented in nutrition facts panels on packaged food, may be contributing to the obesity epidemic in the United States.
The study examined the degree to which consumers link marketing terms on food packaging with good health. It found that consumers tend to view food products labeled with vague or unsubstantiated, health-related euphemisms as healthier than those without them. The research also showed that the nutrition facts panels printed on food packaging as required by the US Food and Drug Administration do little to counteract that buzzword marketing.
“Words like 'organic,' 'antioxidant,' 'natural' and 'gluten-free' imply some sort of healthy benefit,” said Temple Northup, assistant professor at the Jack J. Valenti School of Communication at UH. “When people stop to think about it, there’s nothing healthy about Antioxidant Cherry 7Up — it’s mostly filled with high fructose syrup or sugar. But its name is giving you this clue that there is some sort of health benefit to something that is not healthy at all.”
The study also looks at the “priming” psychology behind the words to explain why certain words prompt consumers to assign a health benefit to a food product with unhealthy ingredients.
“For example, if I gave you the word ‘doctor,’ not only ‘doctor’ would be accessible in your mind — now all these other things would be accessible in your mind — ‘nurse,’ ‘stethoscope,’ etc,” Northup said. “What happens when these words become accessible, they tend to influence or bias your frame of mind and how you evaluate something.”
This triggered concept is then available to influence later thoughts and behaviors, often without explicit awareness of this influence — the so-called priming effect, Northup said.
Northup developed an experiment using priming theory to gather quantitative research on how food marketers influence consumers. He developed an online survey that randomly showed images of food products that either included actual marketing words, such as organic, or a Photoshop image removing any traces of those words, thereby creating two different images of the same product. A total of 318 study participants took the survey to rate how “healthy” each product was.
The products with trigger words in their labels analyzed in the study were: Annie’s Bunny Fruit Snacks (Organic), Apple Sauce (Organic), Chef Boyardee Beefaroni (Whole Grain), Chef Boyardee Lasagna (Whole Grain), Chocolate Cheerios (Heart Healthy), Cherry 7Up (Antioxidant), Smuckers Peanut Butter (All Natural) and Tostitos (All Natural).
Northup found that when participants were shown the front of food packaging that included one of those trigger words, they would rate the items as healthier.
The world of food labeling is a tricky one, not just when it comes to communicating supposed health benefits — the debate still rages over whether labels should indicate the presence of genetically modified organisms (GMOs).
Based in San Francisco, Mike Hower is a writer, thinker and strategic communicator that revels in helping drive the conversation at the intersection of sustainable business and public policy. He studied Political Science and History at the University of California,…[Read more about Mike Hower]
It’s Earth Month and the Non-GMO Project holds a “Non-GMO challenge” to encourage consumers to support a healthier food supply. Shoppers can now choose among over 15,000 ‘GMO Free’ products (according to the Non-GMO Project) on the grocery shelves and the numbers are on the rise among both natural channel and conventional brands. What does this mean for USDA Organic label products, traditionally the gold standard among health-aware consumers? It may signal a need for additional consumer and retail shopper education about the merits of buying Organic for people and the planet.
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 GMO trend was tracked in the 2014 Market LOHAS (Lifestyles Of Health And Sustainability) MamboTrack Annual Survey that revealed Non-GMO topped Organic as a key factor in brand choice. The Study found that 80% seek out Non-GMO products and 56% rated Non-GMO as very important to brand buying versus 52% citing Organic. This marks the first time Non-GMO was rated above Organic in purchase intent.
The burgeoning growth in Non-GMO products mirrors a growing public awareness due in part to Non-GMO product promotions and ballot box initiatives around GMO labeling. Natural & Organic brands and healthy product retailers from Whole Foods Market to health & natural food stores and conventional supermarkets are responding to healthy shopper demand for Non-GMO by expanding their selection, promoting and featuring Non-GMO products and labeling.
The LOHAS 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. 3 in 4 consumers want to see GMO products labeled and over half buy or have switched brands due to Non-GMO. Consumers are also voting with their wallet with over half willing to pay more for Non-GMO certified products.
Looking ahead, providing health conscious shoppers with more education and values around ‘better for you’ and Organic product choices may be the key.
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The recent Washington State University Research about Organic dairy confirms that Organic Milk really is healthier and more nutritious than Conventional milk products.
According to Organic Valley, a leading industry Organic Dairy provider, the proof about Organic Valley milk is in the pasture. An Organic Valley Co-op Dairy Farmer from VT shared the following about the new Study and why Organic Dairy is healthier and a better choice:
“There’s a complex science to the nutritional and environmental aspects and a true art to the rotational grazing part. But the simple truth is that our cows are healthier and produce better milk when they eat grass, and people and the planet are healthier as a result, too.”
Our 2013 Market LOHAS Mambo Sprouts Marketing Research Annual Industry Consumer Survey tracked the Organic spend and purchase priority among ‘opinion leader ‘ MamboTrack natural and organic panel shoppers. The findings confirmed a strong outlook for Organic products with Organic Dairy – Milk second only to Produce in Organic purchase priority. This suggests that healthy organic consumer shopping patterns are already aligned with the Study findings.
Survey respondents were also quick to point out that aside from perceiving Organic products as ‘healthier’ (88%), they are also buying Organics because they are Non-GMO (71%).
Look for the 2014 Market LOHAS MamboTrack Study findings and Report for the latest organic and GMO trends
information about the new Organic Dairy Study at: http://www.organicvalley.coop/newsroom/press-releases/details/article/the-proof-is-in-the-pasture-scientific-journal-confirms-organic-valley-whole-milk-nutritionally-sup
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