News • 13.06.2018

Retail food and beverage

Understanding the natural, organic and clean label consumer

People cutting fresh vegetables; Copyright: panthermedia.net/ArturVerkhovetskiy...
Source: panthermedia.net/ArturVerkhovetskiy

The belief that natural, organic, and humane agricultural practices produce foods that are healthier, tastier, or more nutritious is widespread among the general adult population. These convictions, especially among consumers who seek out clean label products, combined with rising concerns over food safety have caused a notable shift in behavior when purchasing foods and beverages.

Market research firm Packaged Facts in the reportOrganic and Clean Label Food Consumer in the U.S. revealed that more than half (53 percent) of adults say they are buying more natural and organic foods than ever before, and nearly half are buying more organic foods through standard supermarkets as organic selections have expanded.

“Many consumers ascribe positive attributes to clean label foods, even if they don’t personally partake,” says David Sprinkle, research director for Packaged Facts. “The food industry has seen a rise in adults who believe that various food products that are natural, boast organic or animal-welfare credentials, or make other claims to clean label status taste better, are healthier, are more nutritious, or are better for the environment.”

In painting a picture of the archetypal clean label consumer, Packaged Facts’ research found that the organic/clean label consumer tends to be informed, curious, and engaged, as well as active in the management of his or her own health and wellness, and often highly educated and accomplished professionally. However, it is also true that there is a powerful emotional component to clean label consumerism. It’s personal. It means connecting to the community and to the world; making choices that are possibly values driven, or perhaps inspired by nostalgia for a simpler time; and advocating for the well-being of animals raised for food, of growers in developing countries, or of the planet. It can be empowering to those with this mentality, notes Sprinkle.

Further, Packaged Facts found that the demographic features disproportionately seen in organic and clean label consumers also include:

  • being Millennials and younger Generation Xers
  • being of Hispanic and Asian ethnicities
  • residence in the Northeast and Pacific regions of the U.S.
  • possession of an advanced academic degree (beyond college)
  • presence of children in the household, particularly younger children
  • an annual household income of $100,000 or more
Advertisement
Source: Packaged Facts

related articles:

popular articles:

Thumbnail: Photo: New Packaging Act in Germany: Online retailers must register...

Legislation amendment in 2019 • 23.07.2018

New Packaging Act in Germany: Online retailers must register

In the future, it will be public record whether companies license their packaging

Thumbnail: Photo: German retailer roll-out of NCR self-checkouts...

Company News • 01.06.2018

German retailer roll-out of NCR self-checkouts

Kaufland creates new flexibility for changing customer shopping habits

Thumbnail: Photo: An easy way to reduce business operating costs...

Interview • 03.05.2018

An easy way to reduce business operating costs

Climate protection is more than an environmental issue

Thumbnail: Photo: New Sales Director at Mood Media

Company News • 29.06.2018

New Sales Director at Mood Media

Heike Fortmann-Weyers has been appointed as the new Sales Director

Thumbnail: Photo: Paris Retail Week

Company News • 13.06.2018

Paris Retail Week

Smart Phygital 2018 Survey Havas

Thumbnail: Photo: Same-Day Delivery: Tips for small retail businesses...

Service offers opportunities • 26.07.2018

Same-Day Delivery: Tips for small retail businesses

“The delivery time window option in the evening is a great hit": Interview with Arne Schulke, Professor for Management Control & Leadership

Thumbnail: Photo: More than just a love of food

Report • 29.06.2018

More than just a love of food

New EDEKA Zurheide invites you to stay

Thumbnail: Photo:  Innovative technologies for fashion retail...

Company News • 12.06.2018

Innovative technologies for fashion retail

Detego showcases in Future City Langenfeld

Thumbnail: Photo: Solving the massive food waste problem

News • 17.08.2018

Solving the massive food waste problem

8.5 million dollar investment in b2b excess produce marketplace Full Harvest

Thumbnail: Photo: Beverage retail market: revolutionary route planning crowned by success...

Like a "real-time strategy game" • 13.06.2018

Beverage retail market: revolutionary route planning crowned by success

Flaschenpost – successful two-hour delivery service

Supplier

Detego GmbH
Detego GmbH
Hans-Resel-Gasse 17a
8020 Graz
Mood Media GmbH
Mood Media GmbH
Wandalenweg 30
20097 Hamburg
Bizerba SE & Co. KG
Bizerba SE & Co. KG
Wilhelm-Kraut-Straße 65
72336 Balingen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven