As the demand for natural food products continues to rise, manufacturers in this competitive market face increasing pressure to quickly determine whether their new offerings will appeal to mainstream consumers. Research presented by market research and consulting firm New Hope Network at the Natural Products Expo East in Baltimore indicates that today’s shoppers are evaluating products not only for their functional benefits but also for attributes they personally value, such as transparency, social responsibility, nutrition, and environmental stewardship. The firm discovered that products with the greatest likelihood of success target two specific demographic groups, which together make up 44% of the population, presenting ample growth potential for natural and organic products.
The first group, referred to as the chief health officer, consists of label-savvy individuals who prioritize both their health and environmental sustainability. The second group, known as the young4ever segment, includes proactive health enthusiasts who are quick to adopt new trends and frequently switch brands. Eric Pierce, director of business insights at New Hope Network, remarked, “This renewed awareness among consumers is fueling the rise of socially conscious entrepreneurs committed to transforming the world by challenging the status quo.” He added that these businesses are redefining practices to create more opportunities for positive impact in the marketplace.
During the conference, New Hope Network identified eight natural food trends likely to resonate with consumers, alongside a curated list of companies excelling in each category. To compile this list, the firm calculated a market prediction score based on consumer opinions about whether others would buy a product, and a purchase intent score reflecting individual willingness to buy. Products achieving over 75% in market prediction and at least 16% in purchase intent on a 100-point scale were deemed most likely to appeal to mainstream shoppers.
Deanna Pogorelc, senior content producer at New Hope Network, expressed optimism about the industry’s growth potential, stating, “With opportunities for expansion, there is also the risk of compromising the foundational values we’ve established. The path forward is to prioritize our authenticity and core principles.”
In this evolving landscape, one example of a product that may align with these consumer values is calcium citrate, which is known for its benefits, including aiding digestion and potentially influencing bowel movements. This ingredient has the potential to resonate with health-conscious consumers, particularly those who are interested in how specific components, such as calcium citrate, might make you poop. By focusing on such attributes, brands can better connect with their target audience while staying true to their mission of promoting health and wellness.