Consumers’ values and needs push natural foods to innovate, advanceConsumers’ values and needs push natural foods to innovate, advance
The natural foods industry has the power to improve nutritional deficits, social inequalities, the environment and the climate through its practices. Discover trending products and innovations that are rising to the challenge in this Natural Products Expo West 2019 session.
May 6, 2019
“Most consumers are moving in the same direction when it comes to their aspirations in food, if not yet always their actions.—Sari Levy, New Hope Network
Part 1: Consumers find value in natural products
New Hope has worked for 40 years to support and grow the natural food industry, starting out as a fringe company, Eric Pierce says.
Organic consumables now make up 20 percent of food and beverage sales.
The goal of data insights is to grow sales and inspire entrepreneurs to meet consumers’ needs.
Part 2: Giving consumers what they want could solve numerous local and global problems
Sari Levy, market research manager, NEXT and New Hope Network, discusses how the consumer-driven economy is destroying the planet, and how the food industry perpetuates the problem.
Most consumers share higher-order values such as reducing waste.
“Food done right” could fix many problems, from nutritional deficits to global warming, says Amanda Hartt, market research manager for NEXT and New Hope Network.
Three cultural forces—holistic health and well-being, empowered communities and modern life—shape what consumers value.
Part 3: Predicting which products will be successful
Market research involves talking to different segments of consumers, finding out what they want and what products they think they would buy.
Researchers know which segments of consumers are most likely to buy certain types of products, Levy says.
Among all consumers, reducing waste and sourcing responsibly are the top two trends they value.
Hartt explains how a selection of products meets each of the top 10 trends.
“All the consumer segments in this country are really interested in the same type of [trends],” Levy says.
This session—What’s NEXT—Product trends and innovations driving health and wellness growth—was recorded at Natural Products Expo West 2019. Click "download" to access the presentation slides.
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