“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.