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Decade of Consumer Research Puts the Features on a Rapidly Changing Natural Products Consumer.
Since the mid-’80s, researchers have been helping the nutrition industry to understand the diversity of its consumer universe and to position products appropriately. They have devised a variety of psychographic and demographic tools to identify consumer types, motivations and behaviors and developed the skills to apply this knowledge to product development, brand building and channel selection. Participating in this market are a handful of dedicated research companies, in addition to national consumer research organizations which have responded to the nutrition niche on behalf of Fortune 500 clients. This issue of NBJ looks at some of their conclusions about the natural products and services consumer…excerpt from overview article
TABLE OF CONTENTS -
Consumer Research in the Nutrition Industry: NBJ’s review of results from leading research firms 1-5
The Hartman Group examines consumer behavior in the context of societal change, sees vast potential in the Wellness market and growth in Organics 6-8
Multi-Sponsor Surveys tracks attitudes to vitamins, herbs, nutrition and GMO 9-10
The Natural Marketing Institute finds executives need help relating consumer desires to product and brand development 11-12
Health Focus sees consumers shift away from long-term prevention goals to daily health concerns 12-13
Sloan Trends & Solutions develops predictive model to identify health and nutrition trends 14
Q2 Brand Intelligence uses a variety of techniques to get to the root of natural consumers’ desire for safety and control 15-16British research organizations Key Note and Mintel International report on changing attitudes to supplements, GMO foods, organic products and functional foods 16-17
Traditional Medicinals revamps marketing strategy based on consumer findings 17
SRI business Intelligence Center applies psychographic types to nutrition 18
NBJ’s Domestic and International Stock Reporter 19-23
Companies Featured American Assn. of Naturopathic Physicians, Bonnier Plc., Campbell Soup, Celestial Seasonings, Cognis Nutrition and Health, Dannon Foods, Inc., Delicious Brands, Fresh Samantha, Gallup Organization, The General Mills, Groupe Danone, Gum Tech International, Hankel, Hartman Group, The HealthFocus Inc., International Food Information Council, Kellogg Company, Key Note Ltd., Landmark Healthcare, Lifeway Foods, Inc., McKesson Water Product Company, Merck KGaA, Mintel International Group Ltd., MotherNature.com, Multi-Sponsor Surveys Inc., NBTY, National Family Opinion, The Natural Marketing Institute, Novartis Kao Co., Nutrition Warehouse, Odwalla, Q2 Brand Intelligence, Raisio, Roche, Rodale Press, Roper Starch Worldwide, SKW Trostberg, SRI International, Simmons Market Research Bureau, Sloan Trends & Solutions, Solomon Smith Barney, Traditional Medicinals, VitaminShoppe.com, Worthington Foods.
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