Market LOHAS industry partner SPINS just shared the latest Non-GMO trend data pointing to growing sales of Non-GMO organic lager beers. Given market demand, it’s surprising that there are only two Non GMO Certified breweries, Peak Organic Brewing Company from Portland, Maine and Wolaver’s Organic Brewing in Middlebury, Vermont. Both of these Non-GMO beer brands have more than doubled their sales from the previous year. Peak’s 5 UPCs and Wolaver’s 8 UPCs have all experienced positive growth at a rate of 100% and 114% vs. the prior year, respectively (SPINS).
Stay tuned for the 2015 Market LOHAS MamboTrack Health & Natural Consumer Annual Study (due out in January 2015) where we will continue to survey Non-GMO trends and probe categories shoppers are most concerned about GMO---Yes including beer/wine!
Posted on October 27, 2014 on the SPINS Blog, titled Non-GMO Beer on the Rise
Contact Us for 2015 Survey Info & Sponsor Opportunities
MamboTrack Healthy Shoppers Give HONEST Feedback 10/23/2014
Market LOHAS partnered with HONEST Tea to gather feedback from ‘opinion leader’ healthy natural consumers about the current and NEW (to be released) Honest beverage on-shelf labels. MamboTrackers provided Honest Tea with some honest and actionable label feedback via an online market research survey. Introducing the HONEST labels!
Posted on Fall 2014 on the Honest Tea Blog, titled Introducing Radiant Raspberry (and our New Look)! https://www.honesttea.com/blog/tag/label-refresh/
After 16 years of continuous growth for our glass bottled teas, we had lots of internal debates about whether we should try to update the line. Even though our beverages are the top-selling bottled tea line in the natural foods channel, we took a deep breath, and decided to challenge ourselves on the ingredients, the label art, and even the impact of the mission. So consider this your invite to joining us in celebrating a major milestone by transitioning organic sugar in the sweetened teas over to Fair Trade Certified™ organic sugar. It’s a big step in terms of furthering the Honest Tea mission, and the Fair Trade Certified logo now reflects the use of both tea & sugar ingredients in your favorite glass bottled tea. We’ve also joined 1% for the Planet, committing to donate the equivalent of at least one percent of sales from our tea line in 16 oz. glass bottles to organizations within the 1% For the Planet network. You’ll also notice our “refreshed” look. The answer came in the form of art—specifically, the realism that springs to life in oil paintings. Our design team collaborated with a creative oil painter who understood both our excitement and hesitations in making this project a reality. She was tasked with the challenge of artfully communicating our principles—honesty, transparency, whimsy, and ingredients you can feel good about—from concept to reality Using images of artwork we have around our office from past trips to the tea gardens, the oil painter brought to life the personality of each tea according to its origin and unique story. Each painting was then translated from paint, to canvas, to bottle by our talented in-house graphics team, making sure the final result stayed true to our roots. The new images are centered in the middle of our iconic “T” shape, so you’ll still be able to recognize Honest beverages on store shelves.
Labels aren’t the only thing new around here, meet brand new Radiant Raspberry! This refreshing iced tea is brewed with organic, Fair Trade Certified™ black tea leaves, raspberry juice, and blackberry leaves for perfect just a tad sweet sipping! Think ripe raspberries meeting smooth black tea leaves that will keep you basking in the glow of summer all year long. Grab a bottle at your local natural food store or the natural food aisle of your favorite grocery store, and enjoy!
Celebrating good food naturally. One of our Market LOHAS partners at #NaturalProducts #ExpoEast.
‘Made in the US’ Apparel Line Launched by Maury PovichMamboTrack Sustainability Surveys Reveals Reveal Eco Consumer Demand9/15/2014
Eco ‘made in America’ clothing? Thanks to Maury Povich, sustainable outerwear clothing brands may soon be manufactured in the heart of the original cotton textile Mills of New Bedford, MA. This may be an answer in part to a growing eco consumer interest in buying quality clothing Made in the US.
Maury Povich recently announced the launch of Mother Freedom a quality US made sustainable clothing line is looking launching in the heart of America’s original Mills of New Bedford, MA.
Market LOHAS MamboTrack Consumer Survey revealing that 7 in 10 conscious shoppers consider the impact of their purchases on Sustainability –that is the impact of their buying on Health, Environment & Society –regularly or sometimes.
Interest in sustainable clothing was a key finding from our 2012 Ryan Partnership MamboTrack Research Study Styling Sustainability. The Survey revealed that while 9 in 10 identified Comfort/Fit and Price as driving their purchases, a majority also were motivated by eco factors:
Our study revealed that more consumers would purchase eco/sustainable apparel if it were easy to find. The study pointed to an opportunity for green eco-minded apparel manufacturers and retailers such as the sustainable US made clothing line.
Thanks to Maury Povich for helping launch the sustainable apparel clothing line. Market LOHAS hopes to help spread the word among health and eco shoppers.
Eco Gardeners Seeking Transparency and Planting #Organic #NonGMO Seeds8/20/2014
Beyond their healthy grocery market basket, eco consumers are seeking transparency and sourcing their garden supplies purchasing Organic, Non-GMO certified Seeds from sustainable local - US seed companies. It’s part of a growing trend Market LOHAS is tracking with our Annual MamboTrack Market Research Surveys of Health & Natural Consumers which found that 4 in 10 healthy natural consumers maintain a ‘green home’ and take part in natural home/garden activities.
While most of the news about Non-GMO has centered around food products, healthy organic product gardeners are seeking these product label certifications: USDA Organic Non—GMO certified and local US sourced when buying Seeds for the well-being of People and Planet.
Here are a few Sustainable Seed Buying Tips:
1. Buy Certified USDA and ‘Non-GMO’ Seeds
2. Buy seeds from ‘local’ US Seed manufacturers
3. Look for Seeds from Companies who have signed the ‘Safe Seed Pledge’
Healthy natural shoppers are familiar with natural and organic certifications – USDA Organic and Non-GMO and sourcing local – US products. But what is the Safe Seed Pledge? The program was created in 1999 by the Council for Responsible Genetics to enable eco shoppers to make sustainable Seed buying decisions. According to the Organic Consumers Association (OCA), virtually every seed company was given the opportunity to sign a ‘Safe Seed pledge’.
To date, over 100 commercial Seed Companies have signed on to the ’Safe Seed initiative launched by the Council for Responsible Genetics pledge that they will not buy or sell genetically engineered Seeds.
Thanks to our Safe Seed Pledge Friends Lake Valley Seed Company for sharing their eco seeds with MamboTrackers and allow us to tell their sustainable seed story too!
78% of #NaturalPet Parents seek Grocery Store Convenience #LOHAS6/24/2014
Our Market #LOHAS Survey reveals #natural pet parents seek healthy food at supermarkets.
#Research Study Says #Marketing May Give Consumers False Sense of #Healthiness6/20/2014
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]
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