COLLINGSWOOD, N.J.—Eight in 10 natural and organic consumers regularly read ingredient labels for health and nutrition content, according to Mambo Sprouts Marketing MamboTrack™ research. These shoppers were also interested in buying functional foods with added health, nutrition and dietary benefits, with four in 10 (39 percent) very interested in these types of specialty foods.
Consumers expressed the most desire for foods with organic ingredients (65 percent) and low-sodium grocery items (47 percent) followed by low fat/cholesterol (39 percent) and vegetarian items (31 percent). Functional food products with added calcium (44 percent), omega-3s (44 percent), antioxidants (43 percent), probiotics/prebiotics (38 percent), and vitamin D (30 percent) were also preferred.
The study noted interest in specific ingredient-free foods, with one in three natural product consumers seeking allergen free foods. Shoppers were most likely to report buying gluten-free/wheat-free items (25 percent), followed by dairy-free foods (9 percent). Fewer avoided soy (6 percent) or peanuts (4 percent). Bread (59 percent), cereal (56 percent), chips and snacks (54 percent) and pasta (46 percent) were the most popular gluten-free products.
Consumers are turning to gluten-free foods for a variety of reasons. More than four in 10 gluten-free buyers felt gluten-free products were healthier for their family (43 percent). Another one in three (34 percent) had a household member with celiac disease or wheat intolerance or indicated that their favorite brands were gluten free already (36 percent).
Packaging is a key factor in brand buying decisions. Four in 10 (40 percent) recently tried a new brand or switched brands, specifically because it had more earth-friendly packaging. Two in three bought products with recyclable packaging or packaging made of recycled materials (66 percent) and 44 percent bought products with compostable/biodegradable packaging. New eco packaging options of most interest included: compostable/biodegradable, reusable and refillable product packaging.
The Mambo Sprouts Marketing Quick Poll was completed online among 600 MamboTrack health and natural product consumers between April 19 and April 26, 2010.