Non-GMO topped organic as a driving factor in brand choice in the 2014 Market LOHAS (Lifestyle Of Health And Sustainability) Mambo Sprouts Marketing Annual Natural and Organic Consumer Research. The MamboTrack Survey found 80% seek out Non-GMO products with 56% saying Non-GMO was key to brand buying versus 52% citing Organic. This marks the first time Non-GMO was rated above Organic in purchase intent.
Also poised for continued growth is the Gluten-Free category, with seven in ten natural shoppers buying products labeled as ‘Gluten Free’ and more than 9 in 10 planning to increase (41%) or maintain their spending (57%) on Gluten Free. The Study also revealed that 8 in 10 health conscious shoppers buy Natural ‘Antibiotic Free’ (ABF) poultry (81%) protein products – a jump over 2013 (74%).
“Product ‘Have Nots’ are driving brand choice amongst healthy consumers,” said Karen Herther and Bethany Stanley, Principals of Market LOHAS who direct the MamboTrack Research, explaining, “From Non-GMO to Gluten Free to ABF, shoppers are seeking transparency and reading labels focusing more on what’s not in the products they buy.”
The Study also found that about 1 in 10 follow the Paleo diet (hunter-gather diet), which is ‘free of’ grain, legume and dairy products.
Even with improvement in the economy, these consumers remain price & value driven with over 80% using either the same (43%) or more (38%) coupons. Half or more savvy health conscious shoppers will use more Online Printable Coupons (53%), and Retailer/In-Store coupons (49%) in 2014.