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In Session

Do consumers actually vote with their wallets?

In this Natural Products Expo West 2019 session, Ethan Soloviev, EVP research from HowGood, walks us through the data behind consumer intent and takes a look at the products that have gone the furthest toward regeneration, drawing from an assessment of more than 1 million products using 127 sustainability attributes his company has identified.

“If you want to be achieving higher sales and grow your business, heading toward regeneration, getting more of these specific sustainability attributes into your system of supply, into your brands, into your marketing, will likely—according to this data—lead you in that direction.”

– Ethan Soloviev, HowGood


  • There’s an emerging meta-pattern: we’re moving from degenerative to regenerative but we’re not there yet.
  • Many of the most regenerative products are small brands, small farms, family-owned that don’t make it into the Nielsen database.
  • Take a deep dive into yogurt to see how the sustainability attributes work.
  • The most regenerative products are growing significantly faster than the rest of the market. 

This session—Connecting with the Changing Consumer: Do Consumers Actually Vote with Their Wallets?—was recorded at Natural Products Expo West 2019. 

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