Beyond the Natural Label: 2016 Healthy LOHAS Shopper Survey Reveals What's Next

#NaturalProducts Trends for @NatProdExpo

Mar 08, 2016, 11:51 ET from Market LOHAS

BOSTON, March 8, 2016 /PRNewswire/ -- Health and eco-minded consumers are looking beyond natural products labels to organic, non-GMO and grass fed label claims, according to the 2016 Market LOHAS MamboTrack consumer research survey. 

The annual study, in its tenth year, found that eight in ten health-conscious consumers want to see a natural product certification similar to the USDA organic seal.  This year, only about one in three said 'all natural' was a key purchase factor.  'Brand that I trust' (46%) trumped natural claims.

"Savvy health-aware consumers are skeptical about the natural label and are looking for known ingredient certifications like USDA organic and non-GMO. They're also relying on trusted brands," said Karen Herther and Bethany Stanley, principals of Market LOHAS (Lifestyle Of Health And Sustainability), who directed the MamboTrack Research. 

The study found that shoppers are reading ingredient labels, seeking non-GMO and organic certifications along with other health and nutrition indicators.  Products free from antibiotics, pesticides, and added sweeteners topped the list of shopper concerns for 2016, along with food safety and contamination.

Among other findings:

  • Healthy consumers are eating more vegetarian/plant based food products, with half planning to buy more in 2016. Over seven in ten are aware of the Meatless Monday health campaign.
  • Three in four are buying grass fed meat or dairy products.
  • Only one in four believe that local sourcing is more important than organic.
  • Most regularly buy both natural/organic and conventional health & beauty items.
  • A majority of health and eco consumers report taking 'green actions' with three in four or more using reusable water bottles, utilizing fewer plastic H2O disposables, and buying eco cleaning products.

Healthy consumers are shopping for natural and organic foods at both natural and mainstream retailers from supermarkets to local health food stores, including Whole Foods, Target, and online retailers.  About three in four value-minded consumers reported steady or increasing coupon usage.

Special 2016 study topics include grass fed products, natural/organic and conventional retail shopping patterns – HBC, organic, non-GMO, gluten free, and healthy dietary practices from plant-based to paleo.

Market LOHAS, leaders in health/eco shopper marketing research, brand visibility and content marketing solutions fielded the 2016 Market LOHAS MamboTrack Natural and Organic Consumer Survey online among 1,000 'real' health-conscious shopper panelists in December 2015. Full study available for purchase.

PR Contact:  Lisa Lazarczyk,, 781-646-0667,