Thanks @The Gourmet Retailer for sharing our Healthy Eco 2017 Market LOHAS Consumer Annual Study insights for Earth Month: Health, Environment Influencing Shopping Decisions Clean labels, organic and non-GMO top the shopping list
Health and the environment are changing the way many consumers shop for groceries, according to the 2017 Market LOHAS (Lifestyle Of Health And Sustainability) Health & Natural Consumer Survey Study released at Natural Product Expo. These concerned shoppers are looking for clean product labels, buying fresh and purchasing organic, non-GMO and plant-based products to support the health of their families and the planet.
The Market LOHAS study found that 80 percent of health-conscious consumers look for labels with few, pronounceable ingredients.
LOHAS study featured in TGR's sister publication, Progressive Grocer.
See The Gourmet Retailers article Health, Environment Influencing Shopping Decisions Clean labels, organic and non-GMO top the shopping list
Market LOHAS on Natural Expo Climate Action Day - 2017 Market LOHAS Survey: Consumers are Shopping Green Values #ClimateActionDay #ExpoWest #GreenConsumer #marketresearch
Market LOHAS participated in the first #Climate Action Day at Natural Product Expo on March 8 sponsored by our friends at New Hope 360 and the Climate Collaborative. Market LOHAS is inspired and we Agree with the #ClimateDayTalk comment by Eric Pierce of New Hope/NEXT who said
“It is time for brands to get serious about building positive climate action into their marketing.”
Our 2017 Market LOHAS Health & Natural Consumer Study reveals that conscious consumers seek brand transparency and ARE ‘shopping their (green) values’ due to health and environmental concerns.
More details on the full 2017 LOHAS Health and Natural Consumer Study Report released for Natural Product Expo.
image credit: Climate Collaborative and New Hope 360
Natural sweets, cookies & confections can be part of a healthy shopper cart. Just ask our Boston brand friends at @Bisousweet Confections who recently received an Award in 'Culinary Artistry' from Whole Foods Market. Whole Foods continues to promote healthy ‘local’ brands vying for neighborhood grocery store dollar by featuring and promoting regional natural products and brands in store and in their #WholeDeal publications. Our Market LOHAS Health & Natural Consumer Surveys & Natural Foodie Focus Groups suggest a halo affect for brands carried by Whole Foods Market --- helping their product sales in other stores and outlets. The fact that BisouSweet confections brand are available in Whole Foods stores in the North Atlantic Region (from New England to Mid-Atlantic) will likely spur product sales in other retail stores and outlets.
Healthy natural shoppers are looking for healthier options of their favorite food products. They are concerned about sugar content in foods and buy natural sugar sweeteners, according to our natural foodie market research and 2016 Market LOHAS Annual Health and Natural Consumer Study. On a sweet note - Healthy sweet brands such as Bisousweet Confections are a natural fit for the Summer Fancy Food Show in NYC happening this week! #SFFS16 #FancyFoodShow
Join other health and ‘green’ eco minded consumers who will make TODAY a Meatless Monday with a growing trend towards eating more plant based - vegetarian foods and proteins - consuming less meat.
Among the healthy eco findings from the newly released (March 2016) 10th Annual Market LOHAS MamboTrack Natural & Organic Shopper Study of 1000 respondents:
Healthy consumers are eating more Plant Based/Vegetarian Foods
Plant Based Eating as a ‘Green Step’
Health & eco conscious consumers are increasingly seeing the connection between food supply and protecting the earth and climate action. Along with taking other Green steps 7 in 10 health & eco shoppers report 'Consuming More Plant Based foods/vegetarian products' and 'Reducing Meat' as ‘Green Steps’ .
A key 2016 Market LOHAS Study Note: Not all ‘health minded’ consumers are ‘environmentally’ conscious – often health and eco mind are just a subset of the total 'health minded'. As the link between healthier food choices and a healthier planet becomes clearer, the share of LOHAS - healthy ‘green’ consumers should increase.
To Learn more and Purchase the 2016 Market LOHAS Health & Natural Consumer Study
Beyond the Natural Label: 2016 Healthy LOHAS Shopper Survey Reveals What's Next - #NaturalProducts Trends for @NatProdExpo
Market LOHAS Releases 10th Annual Healthy Natural Shopper Marketing Study Insights for Natural Product Expo West.
Boston, MA (March 8, 2016) - Health and eco-minded consumers are looking beyond natural labels to organic, non-GMO and grass fed label claims, according to the 2016 Market LOHAS MamboTrack consumer research survey.
The annual study, in its tenth year, found that eight in ten health-conscious consumers want to see a natural products certification similar to the USDA organic seal. This year, only about one in three said ‘all natural’ was a key purchase factor. ‘Brand that I trust’ (46%) trumped natural claims.
The study found that natural products shoppers are reading ingredient labels, seeking non-GMO and organic certifications along with other health and nutrition indicators. Products free from antibiotics, pesticides, and added sweeteners topped the list of shopper concerns for 2016, along with food safety and contamination.
Among other findings: indent bullets
Contact Market LOHAS MamboTrack Research to learn about healthy natural consumer trends, eco shopper marketing promotions, research and content marketing solutions and to purchase the full 2016 MamboTrack Research Report and custom insight
The 2016 Market LOHAS 10th Annual MamboTrack Natural and Organic Consumer Survey was launched online among 1000 health-conscious shopper panelists in December 2015 to delve healthy natural shopper habits & industry trends.
Special 2016 Market LOHAS MamboTrack Annual Survey Topics included:
The 2016 Health & Natural Consumer Study Market Research Report & custom natural category insights will be available for purchase
Study Release: March 2016 for Natural Product Expo West
Transforming Local Food Systems. Market LOHAS Leading Industry Panel at Sustainatopia #LOHAS #Sustainatopia
Boston, MA Market LOHAS Consulting principals Karen Herther and Bethany Stanley are presenting and moderating a Sustainatopia food industry thought leadership panel on Transforming Local Food Systems. Sustainatopia panel colleagues include Ridge Shinn, Grazier LLC; Lauren Adba, founder of Branchfood and Louisa Burwood-Taylor from Agfunder. The event will be held in Boston from November 15–18.
We’re proud to be part of the new LOHAS Track (formerly LOHAS Industry Conference) at Sustainatopia. Our talk will focus on healthy natural shopper research insights and how brands meet local and consumer demand for transparency. Our new Market LOHAS Fall Report: What Healthy Shoppers Want to Know – Food Transparency from Organic to Non-GMO with special local insights.
Attending Sustainatopia Boston? Please connect with Market LOHAS.
The fact that a Price Club (Costco) edged out Whole Foods Market in US Retailer Organic Sales may surprise some, but it’s part of a growing LOHAS shopper marketing trend Market LOHAS is seeing in our MamboTrack Annual Health & Natural Consumer Surveys.
Our 2015 Market LOHAS MamboTrack Natural & Organic Consumer Survey revealed that savvy health & price sensitive consumers are buying natural & organic products at a variety of Conventional and Natural Channel outlets - including Online and Price Clubs. In fact conventional outlets – regular grocery stores were the leading purchase outlet for natural & organic products.
Over half said they buy healthy products at less traditional grocery outlets
· Health/Natural Food Stores --Local Health Food stores and Whole Foods were.
· Over half buy healthy products at Trader Joe’s, Target, Price Clubs & Online.
What motivates healthy shopper store selection?
Seven in ten healthy shoppers said that along with prices, the selection of healthy organic products & produce was key to deciding where to regularly shop. Half or more said Retailer Practices - Store Quality/Cleanliness & In-Store Specials/Store Savings or Deals impacted store choice.
According to Market Watch, the shift to organic food offers near and long-term advantages for the wholesale-club chain and bodes well for customer traffic growth, as it will help the company connect with a key consumer group: millennials.
For retailers – expanding the selection of natural & organic products is just about meeting the demands of increasingly health aware shoppers. Curious if Price Club natural & organic buyers look different than Local health foods store or Whole Food consumers? Custom healthy shopper category and retailer profiles are available – Mention Offer Code Blog15.
Receive a Complimentary Natural & Organic Healthy Natural Shopper (e.g., Price Club) Profile* ($500 value) with purchase of full 2015 Market LOHAS MamboTrack Natural & Organic Consumer Study. http://www.marketlohas.com/consumer-outlook-survey-2015.html
*or Other Custom Profile: Healthy Non-GMO, Gluten Free, retailer –Local Health Food Store, Sprouts, Whole Foods Market, Organic Dairy
Looking to engage your healthy brand with conscious Millennials? Or understand which marketing tools resonate with eco minded Baby Boomers? Our friends at WholeFoods Magazine shared target marketing tips and best practices for engaging including LOHAS market research insights from our 2015 MamboTrack Health & Natural Consumer Annual Survey.
To boost consumer engagement and sales, vary your health & eco brand marketing messages and tactics by generation. Highlights from the WholeFoods Generational Marketing featuring 2015 Market LOHAS MamboTrack Study insights:
Marketing to Baby Boomers
Boomers tend to be highly brand loyal. Our 2015 Market LOHAS MamboTrack Survey and Natural Foodie Focus Group research suggests revealed that buying “trusted brands” more with Baby Boomers and The Silent Generation than with Millennials.
In turn, Baby Boomer interest in natural products often reflect their interest in environmental issues. Along with a priority on health and nutrition benefits, these consumers said that ‘eco friendly’ was a key factor in brand purchasing. Buying Non-GMO products and ‘local’ or US made or sourced products also resonated more with health conscious Boomers.
Store owners looking to reset or refresh their store may wonder how they can do so in a way that appeals to Boomers, Gen X and Millennials alike. The answer may not be what you expect.
Marketing to Millennials
Millennials value and demand transparency and genuine interactions with companies and brands. Our 2015 MamboTrack Survey found that a brand’s history or tradition (e.g., Since 19___) speaks to Millennials and gives it credibility. However, it’s also key that companies stay current and keep their brand and messaging fresh, so as not to appear dated or “old-fashioned.”
In turn, health conscious Millennials are price and value conscious using grocery coupons. Our Study found that a notable share of Millennials (4 in 10) and younger Gen X health and natural shoppers were using more coupons compared to fewer than one in six Baby Boomers and Greatest Generation reporting higher usage. Mobile grocery coupons were popular among health conscious Millennials with more than half (57%) planning on using in 2015.
Generational Marketing Tips for Retailers
Health and wellness shoppers across generations – from Millennials to Baby Boomers seek information to make healthy product decisions. In-store retailer newsletters, value guides, product displays, effective retailer Web sites, social media and links, QR codes or mobile applications can be great ways to educate savvy health-conscious foodies about the products they buy from ingredient to sourcing to traceability.
In-store promotions and store events focused on healthy eco-products also appeal to all generations. Examples include Organic savings, April Earth Month, October Non-GMO Month savings, tasty convenient gluten-free products for the whole family, eco household cleaning products for Earth Month or a Store Label Organics Category Sale.
See full Article: WholeFoods Magazine Generation-Specific Marketing From Millennials to Boomers
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.
Market LOHAS services connect YOUR health & natural and sustainable brand to consumers and organizations.