More than money and maker
Natural and organic shoppers are driven by more than just the old-school formulas of price-point and brand loyalty. They also look for:
Newer foods and ingredients: Shoppers are trying out raw foods, high-protein/low-glycemic foods, flax/Omega, and hemp.
Health-related issues: They're going for gluten-free foods as a way to alleviate a variety of health conditions. Increasing attention is paid to the possible link between artificial ingredients and/or processed sugar with ADHD and autism.
Mission-driven marketing: Fair-trade certified products are expanding beyond coffee and cacao to include tea, rice and beverages sweetened with fair-trade sugar. Sustainable seafood is also becoming a strong marketing point for retailers.
—Packaged Facts Natural and Organic Food and Beverage Trends
Natural Foods Merchandiser volume XXVI/number 8/p. 8