Trend Spotting: What are Natural and Organic Food Consumers Looking For?

"When the natural food section at my local supermarket expanded from three shelves to three full aisles two years ago, I got the strong impression that I was no longer one of the “few” consumers scrutinizing labels for all-natural and special diet foods. Demand is thankfully growing, and my favorite coupon site, Mambo Sprouts, used their marketing research team to find out what drives natural and organic food consumers. The results were surprising and intriguing … for me at least. Check out the stats and see what groups your shopping habits fall into:

80% of natural and organic consumers (so we are talking a specialty group already, not the public at large) regularly read labels for ingredient and nutrition information and are interested in purchasing functional foods with added health benefits. 39% checked off that they were very interested in functional foods."

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