'Green' consumers not sold on 'natural' products
January 3, 2011
by Meat&Poultry Staff
COLLINGSWOOD, N.J. – Although eco-consumers are as committed as ever to shopping organic in 2011, they will not be buying all-natural product labels, according to a recent MamboTrack survey by Mambo Sprouts Marketing, a leading natural and organic product marketing and promotions company.
One highlight of the recent survey was consumer skepticism over natural product labeling. The organic buying habits of 1,000 natural product consumers were surveyed to get an outlook for 2011. The bottom line is health and natural consumers were not confident that products labeled natural truly held up to the word. One in three (34%) were either "not very" or "not at all" confident in current natural labeling. Two in three (65%) were very interested in a uniform standard to certify natural products – including ingredients and processes – that are labeled as natural. Another one in four (25%) were somewhat interested.
Natural and organic consumers were most likely to prefer natural labeling certification by an independent, non-profit organization (33%) and/or a government standard (27%). Respondents were less interested in an industry/company supported standard (23%) or retailer certification (18%).
Other key findings revealed a growing interest in mobile and digital coupon promotions. Consumer use of cell phone/mobile coupons is forecast to grow from 11% in 2010 to 31% in 2011. Online printable coupons, already popular, also saw gains from 90% to 96%.
Consumer interest in technology and store location-based coupons is expected to continue with one in two consumers planning to use more online printable coupons (56%), cell phone/mobile coupons (46%) and in-store coupons (45%) in the coming year.
Store brand/private-label organics are now mainstream with virtually all (96%) consumers buying these products; 57% plan to maintain and four in 10 (39%) will increase spending in 2011.