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Natural Products Expo

How evolving consumer values are boosting the good food movement

The average consumer's values are changing in ways that continue to drive natural products sales–here's the lowdown.

Changing consumer values are driving big changes in the marketplace. This is underscored in recent survey results conducted by the NEXT Data & Insights team, a division of New Hope Network, which shows that evolving consumer values continue to inspire and drive the good food movement. Consumers see buying products as an active decision involving many criteria. These days they are more likely to spend more money on products with positive social and environmental impacts, as can be seen in the example slide below.


The proof is right there in the marketplace. Based on recent research by HowGood, a sustainability data and analytics company, products positioned to align with consumer values of sustainability and transparency are showing strong sales growth. Brands that aim for positive environmental and community impacts communicate that to the consumer through product attributes such as grass-fed, direct-sourced, certified organic. But do these attributes sell? In the example category below (yogurt), you can see how products making an impact are outperforming those that aren’t.


For more information on the changing consumer's effect on the natural products marketplace, make sure to attend the Changing Consumer summit in Anaheim.

What: Connecting with the Changing Consumer summit at Expo West 2019

When: 10 a.m. to 12:30 p.m., Wednesday, March 6

Where: Mariott Grand Ballroom F

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What has the pandemic done to natural retail?

That's the answer we seek to share. And we need retailers' help to do so.

This short survey will help us tell the story of the state of retail in 2020 so that retailers can benchmark their performance and have data to work with as they look ahead to 2021.