Health care costs and heightened public health concerns have consumers focused on staying well in 2010. That's according to a recent MamboTrack(TM) study by Mambo Sprouts Marketing, the leader in natural and organic product marketing and promotions, which surveyed the organic buying and wellness habits of 1,000 natural product consumers to get an outlook for the coming year.
Nine in ten (88%) consumers took additional steps recently to promote their family's health and wellness. With the economic recovery in slow mode, consumers are going "back to basics" to bolster their health, with 7 in 10 or more taking vitamins (84%), eating the recommended fruits and veggies (73%), and choosing organic foods (68%).
These same consumers plan to increase their commitment to health and wellness behaviors including fitness and exercise (64%), getting enough sleep (63%) and eating fruits and veggies (61%). More than 1 in 2 reported adding more "raw" and "whole" foods into their diet (57%), eating organic foods (53%) and meditation and relaxation (52%) would be more important in 2010.
Consumers identified more health/wellness product coupons (93%) and a wider selection of health/wellness products (62%) as the retailer and natural product company strategies they would find most helpful.
Most (59%) expect to buy more organics in the coming year, albeit cost conscious consumers are seeking ways to make organics more affordable by shopping sales (53%) and using coupons (51%). Interest in buying local is on the rise with consumers shifting natural and organic dollars away from local gourmet markets (16%) and discount stores (15%) in favor of farmer's markets (52%) and local food co-ops (43%).
Consumers rated produce (69%) as the category most important to purchase organic. Other organic purchasing priorities include milk (54%), meat and poultry (54%), children's food (53%), cheese and eggs (50%). Respondents were least likely to identify beer and wine, (7%), desserts and snacks (21%) and pet products (23%) as very important to buy organic.
Notably, most survey respondents had already adopted basic "green" habits including recycling (82%), and using energy saving light bulbs (75%), environmentally friendly cleaning products (61%), and energy efficient appliances (52%). Apart from energy efficient light bulbs, those same tools ranked highest in green priority for 2010 along with eco-clothing and "green" restaurants.