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FOR IMMEDIATE RELEASE
Contact: Nancy White
The Natural Marketing Institute
215.513.7300 ext. 225
Nancy.White@NMIsolutions.com
Harleysville, Pa. (July 27, 2004) – The Natural Marketing
Institute (NMI), the leading provider of strategic consulting
and market research services within the health, wellness,
and sustainability industries, today expanded on one of the
trends it has identified as having a significant effect on
the health and wellness marketplace. This trend is the six
in the series of "NMI's Top 10 Trends of 2004."
Trend
#6: Organic This, Organic That – Beyond Food
and Beverages
According to NMI's most recent data, consumer interest
in organic products is beginning to expand rapidly beyond
the traditional "gateway" food and beverages
categories. Manufactured goods including personal care, cleaning
products, cosmetics and supplements stand to benefit from
this trend, which is largely being driven by those consumers
who have integrated organic products into their lives, rather
than occasional purchasers.
"Consumers are beginning to understand the definition
and benefits of ‘organic'," said Maryellen
Molyneaux, NMI president. "As they begin to believe
strongly in the organic proposition, they are increasingly
seeking organic alternatives to the products in their homes.
Eventually, consumers come to realize that what they put
on their bodies is just as important to them as what they
put in their bodies."
Twenty-nine
percent of the American population indicated that they
use organic personal care products. In contrast, 39 percent
of consumers stated that they currently use organic food
and beverages – a much more mature product category.
Aside from consumers' increasing knowledge of the benefits
of organic practices, the 2002 implementation of the USDA
Organic seal appears to be helping drive consumers toward
these products. Nearly 27 percent of the general population
and 45 percent of organic users stated that awareness of
the seal has increased their interest in purchasing organic
products.
NMI's
Top Trends of 2004 are the result of the company's
annual Health and Wellness Trends Database™ and LOHAS
Consumer Trends Database™ research projects, based
on research studies from over 15,000 U.S. consumer households.
The databases are nationally projectable to the general population
and statistically valid to +/-2%.
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NMI is a strategic consulting, market research, and business
development company specializing in the health, wellness,
and sustainable marketplace. This release is the third in a series of eleven articulating NMI's Top 10 Trends of
2004. For more information visit us on-line at www.NMIsolutions.com/news.html.
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