Natural and Organic Shoppers Move Beyond ‘What’s In It?’ to ‘Where Did It Come From?’
2013 MamboTrack Market LOHAS Research Study Shows Eco Consumer Focus on Product Sourcing
BOSTON, March 7, 2013 /PRNewswire/ — The 2013 MamboTrack Annual Natural and Organic Product Survey among 1,003 health and eco consumers, by Market Dynamics – Market LOHAS (Lifestyle of Health and Sustainability) and laz pr reveals that conscious shoppers are increasing their spend on organics, sourcing food products, seeking out Non-GMO, and buying sustainable ‘Farm to Table’ food products traceable to local / regional farmers and producers.
‘Farm to table’ buying mirrors local food trends with conscious shoppers tracing their food products to regional growers and producers. About 7 in 10 or more healthy consumers sourced brands by reading package labels or in-store signage while more than 6 in 10 visited brand or product websites. Eco-seafood labels, Wild Seafood certifications, and sustainable guides also influence sustainable seafood buying.
“Eco shoppers have moved beyond ingredient lists and are now focused on tracing the source of their food supply from Non-GMO to locally/regionally produced and Fair Trade. Sustainable meat/poultry and seafood is gaining interest due to third-party certifications and heightened media coverage,” says Karen Herther, co-founder of Market LOHAS leading the MamboTrack Research.
Taste, ingredients and nutritional factors lead brand choice decisions, though price remains important. Healthy cost-conscious consumers report continued high purchase levels of retail store brand/private label natural and organic products. Price sensitive shoppers forecast a strong 2013 coupon outlook with 8 in 10 or more planning steady or increased usage and a majority using more digital, online printable, and retail store coupons.
Shoppers are purchasing a variety of healthy organic, gluten free and natural protein products including sustainable ABF poultry/meat, eco-seafood and vegetarian protein across conventional and natural retail channels. Seven in ten or more shop for natural and organic products at supermarkets, local health food stores, Whole Foods Market, and regional specialty food outlets. A majority buy healthy brands at non-traditional grocery outlets including mass merchandisers, online and price clubs.
*The 2013 MamboTrack Health and Natural Shopper Survey was recently conducted online by Market LOHAS and laz pr, leaders in health/eco shopper marketing insight and PR communications. Market LOHAS directs the industry leading Mambo Sprouts Marketing MamboTrack Research Platform of 50,000 healthy natural consumers.
Visit http://www.marketlohas.com/consumer-outlook-survey-2013.html to purchase the study and learn more about our brand marketing, research and pr visibility solutions.
SOURCE laz pr; Market Dynamics – Market LOHAS