Eighty percent of health-conscious consumers deem non genetically modified ingredients (non-GMO) ” the driving factor when choosing a brand and making a purchase, according to a recent survey.
This marks the first time “Non-GMO” was rated above “Organic” in purchase intent, according to the Market LOHAS (Lifestyle Of Health And Sustainability) Mambo Sprouts Marketing Annual Natural and Organic Consumer Research.
Meanwhile, a growing number of mindful shoppers are giving up gluten and buying gluten-free products instead. The study also revealed that eight in 10 buy Natural ‘Antibiotic Free’ (ABF) poultry – a 74-percent jump from 2013.
Average shoppers like many of us in the hive are seeking transparency and routinely scan labels for suspicious ingredients. Carageenan? Next! Words I can’t pronounce? Next! Natural Flavors? Next!
“The study is really telling and shows how conscious consumers have become about their food supply,” say Karen Herther and Bethany Stanley of Market LOHAS.
Interestingly, the study found a purchasing trend among shoppers who follow the Paleo diet, which is free of grains, legumes and dairy products.
Want to find out more about this hunter-gatherer diet? Read Tap Into Your Inner Caveman/Cavewoman or Paleo: Right And Wrong About Eating Like A Caveman on HoneyColony.
“Even with improvement in the economy, these consumers remain price- and value-driven, with more than 80 percent using either the same number of coupons (43 percent) or more (38 percent). Half or more savvy, health-conscious shoppers will use more Online Printable Coupons (53 percent), and Retailer/In-Store coupons (49 percent) in 2014,” adds Herther.
The 2014 Market LOHAS MamboTrack Natural and Organic Shopper Survey was fielded online among 1,000 health-conscious consumer panelists in December 2013 by Market LOHAS, industry leaders in health/eco-shopper marketing research and content marketing solutions.
Maryam Henein is an investigative journalist, professional researcher, and producer of the award-winning documentary Vanishing of the Bees.