As more consumers turn to natural food products, manufacturers in this fiercely competitive market face increasing pressure to determine early on if their new offerings will appeal to mainstream shoppers. Research presented by market research and consulting firm New Hope Network at the Natural Products Expo East conference in Baltimore reveals that consumers are now considering not only the functional benefits of a product but also its alignment with their personal values, such as transparency, social responsibility, nutrition, and environmental stewardship. The firm identified two distinct consumer segments, together representing 44% of the population, that offer significant growth opportunities for natural and organic products. The first group is referred to as the chief health officer—an individual who is focused on family health and environmental concerns while paying close attention to labels. The second group, known as the young4ever segment, consists of health-conscious consumers who actively pursue wellness and are likely to switch brands impulsively.
Eric Pierce, director of business insights at New Hope Network, noted, “This renewed consumer awareness is fostering the rise of socially-minded entrepreneurs committed to changing the world by challenging the status quo.” These conscious businesses are redefining the marketplace by creating opportunities to do more good. At the recent conference, New Hope Network highlighted eight natural food trends that have strong potential for consumer acceptance, along with a list of successful companies in each trend category. To compile their findings, the firm calculated a market prediction score based on consumer opinions about the likelihood of others purchasing a product, as well as a purchase intent score that gauged individual buying interest. Products receiving over 75% for market prediction and 16% or higher for purchase intent on a 100-point scale are seen as the most likely to resonate with mainstream shoppers.
“We believe there is still tremendous growth potential within our industry,” stated Deanna Pogorelc, senior content producer at New Hope Network. “While opportunities for scaling are abundant, they also present the risk of compromising the core values we’ve established. The path forward is to focus on preserving our authenticity and values.” In this context, products like calcium citrate 100 mg can appeal to both consumer segments by offering specific health benefits while staying true to the principles of transparency and nutritional integrity. The emphasis on products such as calcium citrate 100 mg aligns perfectly with the increasing consumer demand for natural options that are both effective and ethically produced.