NMI releases new report: Gluten Free 2015... a report on Consumer Need States, Attitudes, Usage and Opportunities!

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For Immediate Release

HARLEYSVILLE, PA. April 2015. NMI, a leading research and global intelligence provider to brands and corporations, is pleased to release its much awaited report: Gluten Free 2015, the Industry’s most comprehensive report on the gluten-free food/beverage marketplace!

NMI KNOWS Gluten Free CONSUMERS... Do you know that nearly half of the general population have used gluten-free foods/beverages in the past year; usage is now higher than ever! Maryellen Molyneaux, NMI Managing Partner shares that “Gluten-Free 2015 is a groundbreaking study that seeks to uncover and quantify the attributes and benefits that would provide longevity to this market sector. Despite only a small percentage of the population having Celiac Disease or gluten intolerance, going "gluten-free" has become all the rage. Within NMI's Health and Wellness Trends Database®, a significant increase in household penetration of gluten-free products has been observed. Not only is this among consumers who have medical need, but the largest portion of users is among consumers who are early adopting leaders in the healthy foods market, the WELL BEINGS®, as well as a group referred to as FENCE SITTERS®, the healthy 'Wannabees®'."

The intent of this report is to provide a solid overview of where the gluten-free food/beverage marketplace stands, while investigating how to increase household penetration of Gluten Free products by:
Understanding motivations beyond Celiac and Gluten Intolerance, Uncovering new product opportunities across categories, Understanding who’s buying what gluten-free categories, and Determining attitudes and needs that will foster longevity. How do Brands retain consumers when a solid portion of Gluten-Free Users are classified as ‘Gluten-Avoiders,’ they’re avoiding, but not eliminating gluten?
Who are the REAL consumer targets for gluten-free?

NMI’s applied 3-Phase Project Methodology
Each phase included overlay of NMI’s health and wellness segmentation model – Now with 16 years of annual tracking, 93% predictive accuracy, and overlay into all Nielsen products for additional insight.
Phase 1: NMI Database and Health & Wellness Segment Insights—Over 7,000 Interviews!
Phase 2: Nielsen HomeScan Health and Wellness Segment Insight – 50,000 households!
Phase 3: Attitude and Usage Study that analyzed key consumer groups.
1,004 Gluten-Free Users, balanced on key demographics: age, gender, race and income
223 Non-Gluten-Free Users (never used)
97 Lapsed Gluten-Free Users (used, but not in past year)
Other key groups analyzed: Celiac/intolerant; heavy vs. light GF users; health issues and medical conditions
Uncovers motivations to use – medical vs prevention vs weight loss and other; occasions, HH need states, benefits sought, brand attributes and loyalty, sources of information and more.

For more information on this report click here
or kindly contact: Maryellen Molyneaux, NMI Managing Partner
at This email address is being protected from spambots. You need JavaScript enabled to view it. or 215-513-7300, ext. 204

NMI releases new report: 2015 Growing The Organic Industry: Strategies for Brand Success

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NMI releases new report: 2015 Growing The Organic Industry: Strategies for Brand Success

For Immediate Release

HARLEYSVILLE, PA. February 2015. NMI, a leading research and global intelligence provider to brands and corporations, is pleased to release its much awaited report: 2015 Growing The Organic Industry: Strategies for Brand Success.

Almost seven in ten consumers use some type of organic product, a trend that has been moving steadily upward over the past 9 years. In the U.S., organic product sales reached over $35B in 2013 with organic foods and beverages representing 92% of those sales. In fact, organic food accounts for almost 5% of all U.S. food sales.

Who is using organic? NMI's organic segmentation model breaks down consumers by differing levels of usage and commitment; brands must attract the Devoteds for a viable share of dollar volume. Millennials show trended increased entry into the category suggesting potential longevity and future expansion.

What motivates consumers to choose organic? It is a complex combination of both positive drivers and avoidance, some of which include: a craving to eat healthy, a desire to avoid negative ingredients, a mistrust of the food chain and manufacturers, a wish to promote a sustainable and safer environment, and having a child in the household.

Methodology Included the following:

  1. NMI Database analysis for general population and Organic Segment insights – over 7000 interviews!
  2. Nielsen HomeScan organic segment insight – analysis of purchases among 50,000+ households.
  3. Consumer ethnographies with peer groups – 4 cities, 30+ hours of interviews.

Maryellen Molyneaux, NMI President, Managing partner, added that "To advance the Organic industry a commitment needs to be made to ongoing education and communication as almost four in ten users are new within the past year. These consumers contribute immensely to organic categories, but confusion reigns. Longevity and growth will demand ongoing scientific research as well as marketing communications."

For more information on this report click here
or kindly contact: Diane Ray, Vice President of Strategic Innovation
at 215.513.7300, ext. 231 or This email address is being protected from spambots. You need JavaScript enabled to view it..

America’s Water Consumption Increases by 68 Million + Servings

 

America's Water Consumption Increases by More Than 68 Million Servings

Natural Marketing Institute (NMI) Identifies Health & Wellness Consumer Trend

HARLEYSVILLE, PA (August 26, 2014) - Research conducted by Natural Marketing Institute (NMI), a strategic consulting and market research firm, shows that the American consumption of water has increased by more than 68 million 8-ounce servings in less than a year.

This groundbreaking study, among 60,000 U.S. adults, evaluated the average daily intake of plain/unflavored water (including bottled, tap and filtered water) consumed in the U.S. between the end of 2013 (Oct-Dec) and mid-2014 (Apr-June), and found consumption has increased significantly in each of the past two quarters, jumping from 4.43 to 4.72 servings. Most demographic groups showed average daily consumption increases, including Hispanics who indicated a greater point change than other races and the population as a whole.

"Health and wellness trends are here to stay – it's a macro cultural shift toward an improved lifestyle and personal responsibility. And water consumption plays a clear role," said Steve French, NMI Managing Partner. "Consumer behavior isn't easy to change, but it's great to quantify that Americans are recognizing the benefits of drinking more water."

Additional results include:

    • On average, men are drinking more water daily than women.
    • Younger Americans (Millennials and Gen X) are more likely than older adults to be drinking larger quantities of water.
    • Households with kids are drinking more water than households without kids.
    • Lower and higher income consumers (less than $35,000 and higher than $100,000) show greater consumption increases than those with middle incomes.
    • Those not employed but looking for work show a significant increase with a 0.51-point serving change.
    • Boomers register the largest mean point change among generations, increasing significantly from 4.32 to 4.66 servings.

Based on NMI's experience, the increased consumption rates are attributed to several factors: the economic influences linking consumption due cost metrics; a general consumer trend toward healthier beverages; and concerted efforts - such as the Partnership for a Healthier America's Drink Up initiative, as well as multiple city- and state-specific tap campaigns.

NMI is an international strategic consulting and market research company specializing in the health, wellness, sustainability, and healthy aging marketplaces spanning over 23 countries. The firm is celebrating 25 years in serving the industry with innovative solutions for the well being of people, products, and the environmentally and socially responsible sustainability of the planet.

For more information, contact This email address is being protected from spambots. You need JavaScript enabled to view it. or visit www.NMIsolutions.com.


Nielsen & NMI (Natural Marketing Institute) Release New Report on Health & Wellness in America 2014

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Nielsen & NMI (Natural Marketing Institute)
Release New Report on Health & Wellness in America 2014
 

New York, NY & Harleysville, Pa. – Nielsen, a global information and measurement company and NMI, a leading research and global market intelligence provider to major brands, today announced the release of their first of three collaborative White Paper Reports.

This first Report, entitled Health & Wellness in America 2014, The Consumer Perspective, includes a detailed segmentation analysis, a look at consumer health aspirations, purchase behaviors and opportunistic marketing strategies.

NMI Managing Partner, Steve French added “Given the ongoing importance of health and wellness as a prevailing consumer force, Nielsen and NMI are collaborating to uncover the major food and beverage trends influencing this burgeoning marketplace." The result is this first of our three series of reports covering the ever expanding health and wellness sector.

To download your Free complimentary copy of Health & Wellness in America 2014 click here

What U.S. consumers REALLY think of GMOs!

 

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NMI (Natural Marketing Institute)

Releases New 2014 report that confirms

What U.S. consumers REALLY think of GMOs!

 

Harleysville, Pa. – NMI, a leading research and global market intelligence provider to major brands today announced the release of their much awaited 2014 GMO Consumer Insight Report... What U.S. Consumers REALLY Think of GMOs.

In previous research, NMI explored consumers' level of understanding and concerns over the past decade surrounding GMOs. While in the past, NMI found widespread confusion about GMOs, the amount of recent media exposure on the subject has fueled consumer understanding and concerns.

This insightful report, also delivers on What U.S. consumers REALLY think of GMOs , Dynamic shifts in the marketplace, Consumer support of legislation, the Role of  Pesticides and Toxins, Certification seal awareness and value, and much more.

To develop this study, NMI synthesized proprietary data with unique, strategic insight into the behavior, values, shopping behaviors, and diet preferences of the consumer. The Report quantifies and illuminates what are the recent major shifts in consumer awareness, understanding, concerns about GMOs, usage of Non-GMO products, and the implications for marketers as over 25 states, as of July, have pending legislation on GMO related bills.

To view the report summary that confirms What U.S. Consumers REALLY think of GMOs Click here!

For more information, contact Dana Marinari at This email address is being protected from spambots. You need JavaScript enabled to view it..

NMI is an international strategic consulting, market research and business development company specializing in the health, wellness, and sustainability marketplaces spanning over 23 countries. Now celebrating 25 years in serving the industry with innovative solutions for the well being of people, products, and the environmentally and socially responsible sustainability of the planet.

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