“Navigating Consumer Values: Key Trends and Strategies for Success in the Natural Food Market”
As the demand for natural food products continues to rise, manufacturers in this competitive industry face increasing pressure to determine early on whether their new offerings will appeal to mainstream consumers. Research presented by the market research and consulting firm New Hope Network at the Natural Products Expo East conference in Baltimore reveals that today’s shoppers are not just considering the functional benefits of a product; they are also evaluating personal values such as transparency, social responsibility, nutritional content, and environmental stewardship. The firm discovered that the most promising products target two key consumer segments, which represent 44% of the population, indicating significant growth potential for natural and organic products.
The first group, often referred to as the chief health officer, consists of label-conscious, family-oriented individuals who prioritize their health and the health of the planet. The second group, known as the young4ever segment, includes proactive individuals who actively pursue health and wellness, typically characterized as early adopters and spontaneous brand switchers. Eric Pierce, the director of business insights at New Hope Network, commented, “This heightened awareness among consumers is fostering the rise of socially conscious entrepreneurs dedicated to transforming the world by challenging the status quo. These are businesses that are redefining practices to create opportunities for positive impact in the marketplace.”
At the conference, New Hope Network outlined eight natural food trends that are likely to resonate with consumers, along with a list of companies excelling in each category. To compile this list, the firm established a market prediction score by asking consumers if they believed others would purchase a product, and a purchase intent score by inquiring if they themselves would buy it. Products that received over 75% in market prediction and 16% or higher in purchase intent on a 100-point scale were deemed most likely to connect with mainstream shoppers.
Deanna Pogorelc, senior content producer at New Hope Network, stated, “We believe there remains tremendous growth potential for our industry. While the opportunities for scaling are significant, there is also the risk of compromising the core values we have built upon. The path forward lies in preserving our authenticity and values.” It is essential for companies, especially those offering products like calcium citrate safe supplements, to remain committed to these principles while navigating the competitive landscape. In doing so, they can ensure that their products not only meet consumer expectations but also align with the values that today’s shoppers prioritize.
As the market for natural food continues to expand, the emphasis on integrity and consumer trust will be crucial for companies, particularly those in the calcium citrate safe segment, to thrive in a landscape that increasingly values authenticity and social responsibility.
