04
Dec 20

Sustainable Food Choices (Culinary) - Published by BNP Media in March 2020

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Maryellen Molyneaux, President and Managing Partner, Natural Marketing Institute BNP Media, March 2020

Mainstream consumers are steadily adopting stronger environmental and sustainable ideals which is affecting how they make purchase decisions. They are becoming less tolerant of chemicals in agriculture and in products they use. They are even taking small steps to integrate protection of planetary health into their daily lives such as taking a bag to the grocery store and turning off lights. Consumers are also requiring more transparency of companies to understand what industry is doing to help the environment and they also examine the social responsibility of brands toward farmers and third-world countries. They have indicated they will communicate through their spending dollars.

It is no surprise that consumers now regularly question how and where ingredients are grown and how a product is processed and brought to market. In fact, consumers, especially younger consumers, are adopting more sustainable attitudes regarding their food and beverage purchases. They are looking for options that take into consideration both personal and planetary health including organic farming, fewer hormones and antibiotics, less animal cruelty, fair trade practices and fewer greenhouse gas emissions. Further proof of this growing sustainable movement is the substantial growth in importance placed on ethical and sustainable food attributes. See Figure 1.

Figure 1: % GROWTH of attributes that are very important to consumers’ food and beverage purchase 2012 to 2019

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Source: Natural Marketing Institute’s 2019 Sustainability Trends Database

In addition to the growth in sustainable attributes we have also witnessed an upsurge in the number of consumers experimenting with more global cuisines. This is driven by the desire for new taste experiences but also the growing familiarity with world cultures and agriculture to which they were exposed through the use of more natural and organic and socially conscious brands as well as the Fair Trade movement.

Consumers are embracing emerging sustainable food production with a third rating “grown on farms that practice sustainable agriculture” and more than four in ten rating “grown without pesticides” as very important to their food and beverage purchase decisions.

Consumers increasing desire to avoid toxins and negative food ingredients is also driving interest in “clean” foods. It is not surprising since 7 out of 10 consumers (69%) believe reducing toxins in their body is critical to staying healthy. The use of organic and natural food are manifestations of this consumer movement toward less adulterated, cleaner, and closer to nature options. In fact, consumer attitudes toward organic are becoming increasingly positive with approximately half of consumers now feeling organic foods and beverages are healthier (52%), safer (50%) and more nutritious (45%) than non-organic foods. Younger consumers (iGen and Millennials) show even higher alignment with organic and are significantly more likely to not only use organic foods and beverages but are more likely to have increased usage over the past year, compared to older generations.

Buying local is another key strategy consumers are using to make more sustainable food choices. Locally sourced foods have perceptions of sustainability due to less transport time, less energy use, support of local, smaller farms and more humane treatment of animals. In fact, 3 out of 5 consumers (61%) indicate “locally grown” is important to them when making food and beverage purchase decisions.

Many of today’s home delivery meal services are filling consumers’ desire for healthier, convenient, more sustainable and organic food options. Companies such as Hello Fresh provide fresh, locally-sourced, organic and sustainable ingredients in their meal kits. Plated, another meal delivery service, provides farm-sourced and seasonal offerings including sustainable seafood and antibiotic and hormone free meat. With a third of the population (35%) trying to reduce their meat consumption, companies like Veestro are meeting their need by providing 100% plant-based, fresh ingredients for cooking at home. Consumers want products and services that offer simple, convenient and straightforward solutions which align with their growing level of eco-, health-, and world-consciousness. These home delivery services are just one example of how food companies are meeting the taste and varietal needs of an increasing sustainable consumer base.

Once a differentiating factor for food and beverage brands, sustainable, environmental, and socially responsible are becoming more “must haves” rather than “nice to haves.” Brands that consider consumer motivations regarding these attributes will find future opportunities across a wide range of food and beverage categories, for retail, restaurants, and even home delivery.


Natural Marketing Institute is an international strategic consulting, market research, and business development firm specializing in the health, wellness, and sustainability marketplace. For more information on the Institute’s consulting services or proprietary research tools, contact This email address is being protected from spambots. You need JavaScript enabled to view it.

03
Dec 20

Natural Marketing Institute releases its 9th Edition, 2021 Supplements/OTC/Rx Consumer Trends & Insights Report

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For Immediate Release

Newtown Square, PA. December 3, 2020

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Natural Marketing Institute, a leading research and global intelligence provider, is pleased to present its 9th Edition, 2021 Supplements/OTC/Rx Consumer Trends & Insights Report.. Since 2005, Natural Marketing Institute’s Consumer Study has been devoted to understanding consumer attitudes, behaviors, and trends related to Dietary Supplements/OTC/Rx across hundreds of topics.

This comprehensive report includes 130+ pages of the Institute’s research study with insightful data and analysis, charts, graphs, and illustrations. The report analyzes the dietary supplement market from the consumer perspective uncovering how consumers integrate this mix of self-care methods into their current lifestyle and reveals the motivations and the challenges they encounter in their pursuit of health.

There are many factors driving multiple categories across America. For example, aging drives condition-specific needs. And the increased consumer knowledge and desire for specific product features and benefits drive sustainable, organic, and plant-based options. In addition, the need for education and an understanding of the drivers that affect consumer behavior patterns has never been stronger.

The overall objectives of the report are to develop unique and specific consumer insight to maximize client learnings and opportunities in terms of attracting new consumers, increasing compliance and developing compelling messaging and communications strategies.

Example topics covered in the report include the following:

  • The impact of the COVID-19 pandemic on supplement use
  • Emerging trends and opportunities surrounding immunity and digestive health
  • White space opportunities for supplements and condition management
  • Issues Supplement Users encounter when using supplements
  • Desire for personalized supplementation
  • Importance ratings of supplement attributes
  • Willingness to pay a premium for certain supplement attributes
  • Plus, much more!

USA Supplements/OTC/Rx Database (SORD) Research Methodology

  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.2%
  • Research previously conducted and trended in USA in 2005, 2006, 2009, 2011, 2013, 2015, 2017, 2018
  • 2020 research was conducted among 2,000 general population consumers and conducted in 4th quarter 2020
  • Conducted via on-line methodology
  • Trended research also conducted globally in 13 countries

The Natural Marketing Institute merged with Research America, Inc. earlier this year. This acquisition expanded the Institute’s capabilities to include access to web panel, telephone and web-based data collection, qualitative facilities and sensory, and new product testing labs in addition to the strategic consulting services, proprietary custom methodologies and syndicated databases that include over 1 million consumer interviews in over 30 countries, trended for more than 20 years.

For additional Press, Media, or PR info kindly contact DeAnna Swinton, Advertising & PR Director at This email address is being protected from spambots. You need JavaScript enabled to view it.

02
Nov 20

Beauty IO, Interview, Rodman/Nutraceuticals World

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August Issue

Comments from Maryellen Molyneaux, Managing Partner, Natural Marketing Institute

How has the market for beauty products (topical and ingestible) been performing in recent years?

Household penetration for both topical and ingestible beauty products is increasing specifically across natural and functional topicals as well as new beauty from within formulations.

What principal factors are shaping the market today?

The desire for clean products/ingredients continues to grow with consumers who want less chemicals in their products due to increased concerns about those chemicals.

In addition, many brands both niche and mainstream have put new efforts into formulations as well as marketing communications. We’ve also seen more new brand initiatives from larger mainstream companies such as Ulta’s new clean product certifications. These types of programs are educating mainstream consumers and growing the categories.

What do consumers expect/demand from brands/products?

While Conventional attributes such as “effective” and “good value” are highly important to personal care product purchase; the highest growth is strong across sustainable attributes and they show the most growth over the past 5 years. Effective and good-value are declining indicating consumers are more interested in clean products.

% GROWTH in attributes consumers indicate are very important toward their personal care product purchase 2015 – 2019

Orange shading denotes conventional attributes; Green shading denotes environmental/sustainable attributes

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How has the pandemic affected consumer behaviors and purchases? Is “beauty” a priority these days?

Due to stay at home jobs, more women are foregoing wearing make-up these days. However, skin care has remained just as important as it was prior to the pandemic and maybe more-so as the condition of your skin is more visible.

Natural Marketing Institute is an international strategic consulting, market research, and business development firm specializing in the health, wellness, and sustainability marketplace. For more information on the Institute’s consulting services or proprietary research tools, contact Amanda Jones, Client Services at This email address is being protected from spambots. You need JavaScript enabled to view it.

01
Oct 20

Natural Marketing Institute's Personalized Nutrition: Health via ‘The Power of Me’ - published by Informa, NPI Publishing in Feb 2020

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There is a continued growing consumer desire for personal autonomy and self-discovery. Over the past several years we have witnessed an acceleration of personalization across a wide range of industries. From Nike’s personalized sneakers to individualized suggestions for music and videos on Spotify and Netflix to beauty companies like Clinique offering customized skin care and makeup, one of a kind products and services are all the rage. This ‘made for me’ mindset enables consumers to tap into a culture of one-of-a-kind goods and services that are tailored-suited and are purported to offer greater benefits because they are created for an individual’s specific needs.

Not surprisingly, this trend extends to the health and wellness industry as well. Personalized nutrition is big business – some estimates say that the market could reach $11.5 billion by 2025 (Axiom) while UBS suggests the industry could generate annual revenues as high as $64 billion by 2040.

Dozens and dozens of companies have recently entered this marketplace, from small start-ups to large multi-national corporations, from low tech to high tech. A growing trend in the industry is in the area of nutrigenomics - the science of studying the relationship between human genome, nutrition and health. Companies assess a consumer’s DNA or microbiomes with the goal of understanding the specifics of an individual’s body science and recommend a dietary plan or supplement regime to most efficiently benefit their health. As an example, Nestle recently piloted its “Nestle Wellness Ambassador” in Japan. The program combines information from DNA and blood tests with consumer uploaded photos of foods they have eaten, all of which is then analyzed via AI technology to recommend capsules for nutrient-rich teas or smoothies that are similar to those used in Nestle’s Nespresso machines. The emergence of technology in this industry has facilitated these breakthroughs and offers consumers a hands-on approach to control their own health by using apps, trackers and other tech devices to assess their goals and monitor progress.

Supplements – a market where one size does not fit all

Supplements is another market ripe with personalization opportunities. NMI’s Global Supplements, OTC, RX Database® (SORD) highlights consumers’ attitudes and behaviors toward a wide array of issues related to trends in dietary supplement usage. These insights, gleaned from a nationally representative sample of U.S. adults trended since 2005, provides an understanding of the attitudes, motivations and behaviors surrounding the intersection of supplements, OTC products and pharmaceuticals.

The current database shows that almost half of all U.S. consumers are interested in a home blood test to measure deficiencies or a DNA test to determine personal nutritional needs. As shown in Figure 1, there is significantly more interest among those under age 50.

Figure 1: % consumers indicating they are very/somewhat interested in these products

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Source: NMI’s Supplements, OTC, Rx Database® (SORD)

Furthermore, over six in ten supplement users show strong interest in personalized supplements. There is a clear ‘need state’ for personalized supplements as even the most ardent supplement user reports they have issues with uncertainty and confusion regarding supplements, including if supplements are actually doing what they are supposed to do and what supplements they should be using to ensure peak health. In fact, 75% of supplement users report that they would pay a premium if a product was personalized to their needs. Notable is that almost half of supplement users have discussed the supplements they use with their doctor and have asked for advice about which supplements to use, suggesting a potential opportunity of using healthcare professionals as a gateway to broach the subject of personalized nutrition.

When consumers were asked if they would be interested in a multi-vitamin that is personalized to their needs (specific levels of nutrients based on their age, gender, health and diet), NMI’s Health & Wellness segmentation (Figure 2) provides additional insight, as the WELL BEINGS segment is most interested – 50% higher than general population America.

Figure 2: NMI’s Health & Wellness Segmentation

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All in, with reservations

Yet while consumers are keen on personalization, they do have concerns about what exactly they would have to provide to a company in order to obtain a personalized nutritional product. Particularly in this age of data breaches and security concerns, consumers may be hesitant to part with personal medical information. Providing as much confidence as possible by demonstrating proof of safety to ensure protection of personal records will help to allay such concerns, as shown in Figure 3.

Figure 3: % supplement users indicating which of the items they would be concerned about providing to a company if they are customizing a nutritional product specific

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Source: NMI’s Supplements, OTC, Rx Database® (SORD)

A brave new world with both opportunities and limitations

The opportunities for the personalized nutrition industry are huge and we have likely just seen the tip of the iceberg. As technology continues to advance, new breakthroughs will offer an ever-growing array of options for consumers seeking to improve their health. There are opportunities for alliances across industries as these needs will be met by not only the tech industry but the food and medical industries as well.

But beware that consumers are skeptical and have been bombarded by decades of fad diets and in-vogue regimens that come and go on a whim or established dietary guidelines which are ‘disproven’ with new data. Consumers are often not sure who or what to believe and need a trusted and reliable source to offer proven and verifiable results. But with the right alignment of information, an increasingly sophisticated consumer, like the WELL BEINGS, will enthusiastically embrace new options as they attempt to take greater control of their health and wellness.

Natural Marketing Institute is an international strategic consulting, market research, and business development firm specializing in the health, wellness, and sustainability marketplace. For more information on the Institute’s consulting services or proprietary research tools, contact Amanda Jones, Client Services at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit www.NMIsolutions.com.

14
Jul 20

Natural Marketing Institute and Research America Inc. Announce Merger of Companies

For Immediate Release

PRESS RELEASE

Natural Marketing Institute and Research America Inc. Announce Merger of Companies

July 14, 2020 Harleysville, Pa.

Maryellen Molyneaux, Natural Marketing Institute Managing Partner, is pleased to announce that as of July 1st we have merged Natural Marketing Institute (NMI) into the Research America Inc. family of companies. RAI was founded over 35 years ago and has grown to over 14 offices nationally with 300+ researchers. Since 1990 the Institute has conducted and trended Global Consumer Research specializing in Health and Sustainability in 30+ countries. Our Institute team members will now further complement RAI’s capabilities with additional Strategic Consulting Services, Proprietary Custom Methodologies, Syndicated Databases, and much more.

Steve French, Natural Marketing Institute Managing Partner, shares that the Institute will continue to operate independently while the merger will expand our toolkit including Web Panel, Quantitative Fielding, Qualitative Facilities, Sensory/QA lab testing, among other services. These additional client solutions will add tremendous value to the Institute’s syndicated databases that include over 1 million consumer interviews in over 30 countries, trended for the past 20+ years. RAI capabilities will also add unique synergies to the Institute’s custom qualitative and quantitative consumer and B2B research. We at the Institute are truly excited about future opportunities to serve our clients.

Robert Porter, RAI CEO confirmed that Research America Inc. and Natural Marketing Institute have been collaborative partners for the past few years. We have always shared a consistent vision for the Health and Sustainability consumer, and have dozens of high growth clients in common. So this Merger announcement is a natural evolution of that strong alignment. By bringing together innovative leaders in Market Research and Consumer Insights & Solutions, we are better positioned than ever to help B2B and CPG marketers acquire, grow and retain customers.

If you’d like to learn more, check out our websites at www.researchamericainc.com & www.nmisolutions.com and sign up for our Free Consumer Intelligence Newsletters. Look for additional company news coming over the next few weeks as well.

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23
Apr 20

The Natural Marketing Institute releases New 20th Edition Consumer Report, 2020 HEALTH & WELLNESS TRENDS IN AMERICA

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For Immediate Release

HARLEYSVILLE, PA. April 2020

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Natural Marketing Institute is pleased to present its 2020 Health and Wellness in America, Consumer Insights and Trends Report. This report, now in its 20th year, seeks to provide insights into how today’s consumer is confronting their own health and wellness, the health challenges they encounter and how their behaviors and attitudes have transformed, adjusted, and realigned over the past decade in response to the ever-changing and uncertain world.

Maryellen Molyneaux, Managing Partner, states in this year’s research we are finding a heightened awareness and concern for the health of the planet which appears to be causing shifts in consumer attitudes and behaviors. This report further discusses how consumers are making purchase decisions grounded in a new set of values-based qualities from fair trade to sustainably-grown. Research reveals trends which are leading to growing “reduction” attitudes and behaviors from desiring a cleaner label to making efforts to consume less animal-based meat.

The objectives of this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 20 years and how these changes may impact the future landscape of the health and wellness industry.

Content includes...

  • Segment profiles highlighting the mainstreaming of health and wellness and the emergence of new health leaders
  • The growing connection between convenience and health
  • The proliferation and trial of plant-based offerings
  • The emerging understanding of the gut-brain connection
  • The increased importance of values-based attributes driving purchase decisions
  • Plus much more....

To read more on our 2020 Health and Wellness Consumer report summary click here

For additional Press, Media, or PR info kindly contact Ms. Dana Marinari at This email address is being protected from spambots. You need JavaScript enabled to view it.

24
Mar 20

Natural Marketing Institute releases New 2020 USA/Canada Whole Cannabis/Whole Health Study

For Immediate Release

HARLEYSVILLE, PA. March 2020

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Natural Marketing Institute a leading research and global intelligence provider to brands and corporations, is pleased to announce a

NEW Breakthrough Consumer Research...

2020 USA/Canada Whole Cannabis/Whole Health Study

image cbd prWhere are the biggest opportunities for CBD, Hemp, and THC products?

NMI Knows...

NMI recently completed a comprehensive research project surrounding cannabis and has now released 2 New reports. It is the first and only study to examine the impact of the whole cannabis plant – including CBD, hemp, and marijuana – and it’s impact on whole health across general population adults in the USA and Canada.

Report #1 Consumer Qualitative presents 90+ pages revealing attitudes, behaviors, motivations, implications, key learnings & Path to purchase findings across 7 product categories.

Report #2 Industry & Market Analysis offers 50+ pages of US and Global Markets insight, plus US Food/Bev and Personal Care CPG Industries.

For more information and insights on the NMI Whole Cannabis Research Study click here

13
Mar 20

Natural Marketing Institute releases New 2020 STATE OF SUSTAINABILITY IN AMERICA…18th Annual Consumer Insights & Trends Report

For Immediate Release

HARLEYSVILLE, PA. March 2020

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Natural Marketing Institute a leading research and global intelligence provider to brands and corporations, is pleased to release the

New 2020 STATE OF SUSTAINABILITY IN AMERICA...

18th Annual Consumer Insights & Trends Report

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The 2020 CPG roadmap to Consumer Sustainability Opportunities has arrived!

This research provides a comprehensive overview of the marketplace and uncovers insights into how today’s consumer integrates eco-friendliness into their daily life and reveals their motivations and the challenges they encounter in their pursuit to become increasingly aligned with a more sustainable lifestyle.

Table of Contents:

  • U.S. Sustainability Consumer Trends Database Overview
  • New ways to reach and impact the new breed of ethical consumers
  • Definitions Of Groups
  • Actual quotes from consumers and what they feel the country should do to be more sustainable
  • Introduction
  • And much more
  • Overview: Trends In Sustainability
 
  • NMI's Sustainability Segmentation
 
  • Consumer Engagement
 

Report Methodology:

  • 3,000 U.S. adults in 4th Qtr. 2019, nationally projectable to the U.S. adult population and accurate at the 95% confidence level to +/- 1.2%

NMI Databases:

  • U.S. Trending since 2002 and Globally since 2005
  • Conducted in 23 countries; 150,000+ global consumers interviewed.

To read more on our LOHAS Sustainability report summary click here

For additional Press, Media, or PR info kindly contact Ms. Dana Marinari at This email address is being protected from spambots. You need JavaScript enabled to view it.

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