Approximately two out of three “health and eco” consumers identify selection of healthy and organic products or produce as the most important factor when deciding where to shop regularly, according to the August 2013 “Market Lifestyle of Health and Sustainability (LOHAS) MamboTrack Health & Natural Shopper Research & Beverage Market Industry Insight” report. These shoppers are seeking healthy natural and organic foods and beverages, ingredient lists that include special certifications such as non-genetically modified organism (GMO) and U.S. Department of Agriculture (USDA)-certified organic, as well as products made in the United States, according to Mambo Sprouts Marketing, the Collingswood, N.J.-based author of the report.
The natural and organic grocery channel provides these exact offerings, says Virginia Lee, senior research analyst for Euromonitor International, Chicago. “In terms of quality, in the case of Whole Foods Market, the buyers don’t allow a lot of foods and beverages with … artificial preservatives, flavors, colors, sweeteners and hydrogenated fat,” she explains. “So the consumer going into Whole Foods can be assured that the products in Whole Foods have been ‘vetted.’”