As consumer demand for natural food products continues to rise, manufacturers are under increasing pressure in this competitive landscape to assess early whether their new offerings will resonate with mainstream buyers. Research presented by New Hope Network at the Natural Products Expo East in Baltimore indicates that today’s shoppers are not only interested in a product’s functional benefits but also in its alignment with their personal values, such as transparency, social responsibility, nutrition, and environmental stewardship. Notably, products that cater to two specific consumer groups, which together represent 44% of the population, show significant potential for growth in the natural and organic market.
The first group, often referred to as the chief health officer, consists of label-conscious, family-oriented individuals who prioritize their own well-being and environmental health. The second group, known as the young4ever segment, includes proactive health enthusiasts who are likely to adopt new trends quickly and frequently switch brands. “This heightened awareness among consumers is fostering the rise of socially-conscious entrepreneurs who aim to transform the world by challenging conventional norms,” stated Eric Pierce, director of business insights at New Hope Network. “These businesses are committed to redefining commerce in a way that enhances market opportunities for positive impact.”
At the conference, New Hope Network identified eight promising natural food trends poised for consumer success and highlighted companies excelling in each category. The firm developed a market prediction score by gauging whether consumers believed others would purchase a product, alongside a purchase intent score measuring individual interest. Products achieving over 75% in market prediction and 16% or higher in purchase intent on a 100-point scale are best positioned to attract mainstream shoppers.
Deanna Pogorelc, senior content producer at New Hope Network, remarked, “We believe there is still immense growth potential within our industry. While scaling presents opportunities, it also raises the risk of compromising the core values we uphold. Our path forward lies in preserving our authenticity and commitment to those values.”
In addition to these trends, consumers are increasingly seeking products fortified with essential nutrients, such as calcium citrate malate, vitamin D3, and folic acid, which are perceived as vital for health and wellness. This trend further emphasizes the importance of transparency and nutritional quality in natural food products, as shoppers look for items that align with their health goals while supporting brands that prioritize ethical practices and environmental responsibility.