Survey: Natural and Organic Shoppers Shift Focus From Ingredients to Origin

Farm-to-table buying mirrors local food trends with “conscious shoppers” tracing their food products to regional growers and producers. About seven in 10 more healthy consumers sourced brands by reading package labels or in-store signage while more than six in 10 visited brand or product websites. Eco-seafood labels, Wild Seafood certifications and sustainable guides also influence sustainable seafood buying, according to the MamboTrack 2013 Natural and Organic Product Survey among 1,003 health and eco consumers, by Market Dynamics - Market LOHAS (Lifestyles of Health and Sustainability) and laz pr.

“Eco shoppers have moved beyond ingredient lists and are now focused on tracing the source of their food supply from non-GMO to locally/regionally produced and fair trade. Sustainable meat/poultry and seafood is gaining interest due to third-party certifications and heightened media coverage,” said Karen Herther, co-founder of Market LOHAS leading the MamboTrack Research.

Taste, ingredients and nutritional factors lead brand choice decisions, though price remains important. Healthy cost-conscious consumers report continued high purchase levels of retail store brand/private label natural and organic products. Price-sensitive shoppers forecast a strong 2013 coupon outlook, with eight in 10 planning steady or increased usage, and a majority using more digital, online printable and retail store coupons.

Shoppers are purchasing a variety of healthy organic, gluten-free and natural protein products, including sustainable ABF poultry/meat, eco-seafood and vegetarian protein, across conventional and natural retail channels. Seven in 10 shop for natural and organic products at supermarkets, local health food stores, Whole Foods Market and regional specialty food outlets. A majority buy healthy brands at non-traditional grocery outlets, including mass merchandisers, online and price clubs.