Simpler, Greener and Cleaner

“Consumers believe local products are fresher, have fewer pesticides,

and in general are of higher quality. Many consumers are taking a simpler, more

natural approach to the foods they eat, looking for foods with only a few ingredients and as fresh and close to the farm as time and budget will allow”few ingredients and as fresh and close to the farm as time and budget will allow”

Sloan Trends and Solutionshttp://www.inneridea.com/library/top-ten-functional-food-trends

Healthy wallet“Although organic foods often cost more than

non-organic, supermarkets offer several healthy alternatives for agiven food item at the same price.

Even the higher-priced natural food channel managedto hold overall price increases to just 1.4% for the year end 2009, according to SPINS”

NielsenWireNielsenWire

When is fast is priceyFast food is expensive

“Convenience will save time, but not save money. Supermarketalternatives are often cheaper and healthier, but they take more time to prepare”

NielsenWirehttp://blog.nielsen.com/nielsenwire/consumer/healthy-eating-trends-pt-1-commitment-trumps-the-economic-pinch/

The celebrity impact Celebrities make a huge influence in trends to follow. We can see in TV, online and in magazines how this celebs and their “healthy/organic/green” lifestyles are the fashionable way to be.In the other hand reality shows like Food Revolution (7.51 million viewers) and Biggest Loser (10.7 million viewers), broadcasted in national tvviewers) and Biggest Loser (10.7 million viewers), broadcasted in national tvportray the hurtful and shocking consequences of bad eating habits. Mashable - TVBYTHENUMBERShttp://mashable.com/2010/04/16/jamie-oliver-food-revolution/Rating for adults 18-49. http://tvbythenumbers.com/2010

Natural beats Organic “Cheese labeled "natural" represents 69% of all cheese sales and 32% of all "natural" food and beverage sales.Beer labeled as "reduced calorie" accounts for half of all beer sales and 41% of sales of food and beverages labeled as such54% of all cereals are labeled as "whole grain" and cereals make up 40% percent of all foods described as such”40% percent of all foods described as such”BrandWeek http://www.brandweek.com/bw/content_display/news-and-features/green-marketing/e3i1c36b1b7ff4e76c1d373280605794dc0

Where mother nature goes to shop “Natural and organic foods are available in more than seven in 10 retail food stores (72 percent),according to shoppers surveyed in FMI’s U.S. Grocery Shopper Trends,2006.Surging demand for natural and organic products has transformed a smallmarket niche into a double-digit growth sector. U.S. sales of such foodsand beverages reached $28.2 billion in 2006, according to the NutritionBusiness Journal.”Business Journal.”Wild oats and Whole Foods Supermarket are examples of these natural storesFood Marketing Institutehttp://www.fmi.org/media/bg/natural_organic_foods.pdf

SENSITIVE HEART

Americans are looking to create a healthy householdApproximately 57% of shoppers are making a lot of effort to

eat healthier. With half (53%) of adults controlling their diet—61% for weight,36% cholesterol, 22% blood sugar, 18% high blood pressure, and 14% diabetes”

Sloan Trends and Solutionshttp://www.inneridea.com/library/top-ten-functional-food-trendshttp://www.inneridea.com/library/top-ten-functional-food-trends

“Dollar sales for all products featuring cholesterolclaims dropped 5% to $10.6 billion

The uptick in effective statin drugs used to lower cholesterolmay be a primary contributor to the decline in popularity—a trend to watch”

NielsenWirehttp://blog.nielsen.com/nielsenwire/consumer/healthy-eating-trends-pt-1-commitment-trumps-the-economic-pinch/

http://blog.nielsen.com/nielsenwire/consumer/healthy-eating-trends-pt-1-commitment-trumps-the-economic-pinch/

FOLLOWING THE NATURAL ROADToday everything is organic, natural, green or eco-friendly. It seems the marketplace is divided into 2 segments:

the inexpensive tasty products that are perceived as unhealthy and the not so tasty expensive products that are perceived as healthy.

But what are consumers perception of natural foods and why are they buying it?