NEW YORK—iVillage, a content-driven Web-based community for women, and Penton's New Hope Natural Media, provider of information for the natural, organic and healthy products industry, released new research proving an overwhelming majority of women are more focused than ever on buying healthy foods. The study showed women are scrutinizing labels for ingredients such as high fiber, reduced fat and low sodium, and are staying away from additives such as high fructose corn syrup. Catherine Balsam-Schwaber, senior vice president of marketing at iVillage and Nancy Coulter Parker, director of content and research for New Hope's Consumer Portfolio will present the full findings at Natural Products Expo West.
The new data suggests women's increasing concern about their own and their family's health is driving them to change their food choices and take control of their nutrition. Findings include:
- 73 percent say they read labels carefully as they are concerned about specific additives such as high fructose corn syrup
- Approximately 50 percent look for specific health benefits such as high fiber, reduced fat and low sodium rather than general claims that food is "organic" or "natural"
- 71 percent are very interested in buying healthy products at mainstream grocers
- While 57 percent believe organic food is better for them, only 26 percent will actually go out of their way to purchase it
39 percent find time is the biggest impediment to eating right, closely followed by willpower and motivation
Specifics of the alliance
Detailed survey results are available for purchase across five different market segments—dairy products, frozen foods, beverages, snack foods and baby/kids food. New Hope and iVillage will also be offering a series of customized research offerings to allow natural products companies to benefit from the insights of the iVillage community with regards to their own brands.
About the Study
The inaugural survey was conducted online within the U.S. by Penton Research on behalf of iVillage and New Hope Natural Media between Feb.15 and 24, 2010, among 4,898 iVillage members age 18 and older. The online survey is not based on a probability sample, and therefore no estimate of sampling error can be calculated.