As the demand for natural food products continues to rise among consumers, manufacturers in this competitive landscape face increasing pressure to determine early on whether their new offerings will resonate with mainstream shoppers. Research presented by New Hope Network at the Natural Products Expo East conference in Baltimore reveals that consumers are now considering not just the practical benefits of a product but also whether it embodies personal values such as transparency, social responsibility, nutritional quality, and environmental stewardship. The study identified that products with the highest likelihood of success appeal to two specific demographics, which together represent 44% of the population, indicating substantial growth opportunities for natural and organic products.
The first demographic is termed the “chief health officer” — a label-conscious, family-oriented individual who prioritizes both personal well-being and environmental sustainability. The second group, known as the “young4ever segment,” consists of health-conscious individuals who actively pursue wellness and are inclined to be early adopters and impulsive brand switchers. Eric Pierce, director of business insights at New Hope Network, noted, “This renewed awareness among consumers is fostering the rise of socially-minded entrepreneurs dedicated to altering the status quo by making a positive impact.” He highlighted that these businesses are committed to redefining industry practices in a manner that creates opportunities for meaningful contributions to the market.
During the conference, New Hope Network detailed eight promising natural food trends poised to resonate with consumers, along with a list of successful companies in each area. To compile this list, the firm calculated a market prediction score based on consumer perceptions of whether others would buy a product, as well as a purchase intent score asking individuals if they would personally make a purchase. Products that achieved over 75% for market prediction and 16% or higher for purchase intent on a 100-point scale demonstrated the best potential to engage mainstream shoppers.
Deanna Pogorelc, senior content producer at New Hope Network, emphasized, “We believe there is still tremendous growth potential in our industry.” She cautioned, however, that with expansion comes the risk of compromising the foundational values upon which the industry is built. “The way forward is to focus on maintaining our authenticity and our values,” she stated, underscoring the importance of integrity in a market that includes products like the best calcium citrate, which exemplifies the combination of health benefits and consumer values.
In summary, as the natural food sector evolves, manufacturers must remain vigilant in aligning their products with the values of today’s consumers, particularly as they look for items such as the best calcium citrate that not only meet their health needs but also resonate with their ethical considerations.