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20
Sep 11

About NMI

NMI Trend for 2011: Show Me the Proof

The past 30 years of unbridled consumerism and access to information and technology has created a highly discerning and sophisticated consumer. No longer satisfied with claims made by a manufacturer or service provider, skeptical consumes are now demanding impartial proof and third party verification. Government, industry, non-profits and other entities are all trying to capture consumers' consciousness.

This ranges from the need for clinical proof across many health-related consumer packaged goods to a growing number of environmental seals and certifications to align with planetary health. The issue for 2011 will be which seals and certifications will emerge with the most legitimacy and authority.

According to NMI President Maryellen Molyneaux, "While more than half of all consumers say they select foods based on the nutritional facts panel on labels or select foods based on the ingredient list, less than one-quarter select foods because of nutritional claims, which may require a validating authority." In addition, consumers may be skeptical about the source of that validation. Molyneaux continues, "Our clients are having more success when they test not only the message but the validation of the message at the same time. In other words, the consumer research tells them which benefits win and why, and with which authority backing the claim."

Other relevant findings from NMI's research includes:

  • 61% of consumes wish there was a universal environmentally-friendly seal that could be used on any kind of product --- from coffee to shoes to cars
  • 51% of consumers think there are too many green seals and certifications
  • 53% of consumers indicate that proven clinical research has considerable impact on the believability of a food/beverage claim.

Natural Marketing Institute (NMI) is pleased to present one of its health and wellness trends for 2011. NMI's trends are the result of various NMI research sources including the Health & Wellness Trends Database® (HWTD), the LOHAS Consumer Trends Database® (LCTD), and Healthy Aging/Boomer Database® (HAB) as well as analysis of current activities in the marketplace. NMI databases, now include 12 years of data across 500,000+ consumers in 23 countries, provide comprehensive information and a global perspective across more than 150 product categories.

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