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.
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.
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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