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HOW HEALTHY CONSUMERS SHOP

A recent Survey of LOHAS (Lifestyle Of Health And Sustainability) Shoppers found that ‘Values’ are motivating eco conscious shoppers who are choosing brands based on healthy product and ingredient factors such as Non-GMO and Organic. For the second year, health & natural shoppers rated Non-GMO slightly above Organic when choosing a brand. When probed, a significant number of consumers admit to choosing Non-GMO over Organic label products, at least sometimes. Maybe no surprise given the national attention around Non-GMO product labeling and safety.

Health and eco shoppers are committed to buying Organic products (in part because they are Non-GMO) with over half planning to spend on Organics. Types of natural products rated as most important to buy Organic include Produce, Dairy & Children’s Products.

A majority of health conscious shoppers seek transparency saying it’s important to source and trace their food supply to a particular grower/company or producer. Natural and organic product buyers are taking many steps to learn more about how and where their products are grown and made including:

1. Reading product/ingredient labels Buying more certified label products (e.g., USDA Organic Non-GMO Gluten Free, Fair Trade)

2. Purchasing Local direct from producers or farmers markets

3. Shopping at trusted health and natural product retailers and

4. Buying more trusted brand products

Health and natural consumers also reported major concerns over Pesticide residues, Antibiotics (ABF) in Poultry & Meat and Food Safety spurring their interest in buying Organic label products.

The LOHAS Shopper Survey also found that health and value-minded consumers are buying natural and organic products at a variety of different stores and outlets. Over 9 in 10 shop at Supermarket and Farmer’s Market and 7 in 10 or more buy healthy products at their local health food stores, Whole Foods Market and Target. A significant number said that they also shop for healthy products at Price Clubs (e.g., Sam’s, BJs, COSTCO) and Online.

Price remains a factor among ‘value’ shoppers and the usage of grocery coupon remains high. Savvy consumers tell us that using coupons is a great way for them to stretch their budget buy more natural and organic brands and learn about new healthy products.

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Written by: Karen Herther, Market Lohas


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