Natural Consumer in U.S. Market Growing Significantly Due to Rising Trends towards Natural Living: 2017


Published on : Aug 29, 2017

Albany, New York, August 29, 2017: Today's consumers are becoming increasingly aware of buying natural and environmentally friendly consumables. From washing powders to food, nowadays there is a non-artificial alternative for almost everything. This consumer demand for healthier and more natural ingredients is prompting a growing number of business giants. With a prime focus on U.S., a new consumer survey report has been added to the vast repository of Market Research Hub (MRH), with the title of “U.S. The Natural Consumer- August 2017”. This research study analyzes overall natural consumer market on the basis of their behavior, key trends, issues and opportunities, and consumer segmentation. Additionally, the study also identifies that what motivates a natural lifestyle among U.S. consumers.

Natural Consumers account for 36% of the U.S. adult population. Also, 18-44-year-olds are most likely to be natural consumers. In the initial section, the research focuses on the current status along with the issues and opportunities. One of the major issues is that Americans are not exactly healthy, but they think they are. Presently, living naturally is the trendy thing to do for young adults. It has been stated in the report that growth of natural products leaves consumers with more options. Also, future interest in natural living may be fostered by today’s young adults. According to the findings, the increasing demand for all-natural products never seems to fade.

Further, the report studies that while Natural Consumers are committed now and in the future to natural living, they aren’t entirely sure what “natural” means. It has a different meaning for different people. Two-thirds of Americans think the word "natural" on the label of a packaged or processed food means it contains no artificial ingredients, pesticides or genetically engineered organisms. Otherwise, natural means healthy, no additives, free-from and pure product. In this study, natural consumer segmentation includes Enviro Naturals (17%), Self-sufficient Naturals (15%), Conflicted Naturals (42%) and Disengaged Naturals (26%).

One of the major market factors is that aging population could lead to more concern about future health issues. Interest in natural living is largely driven by consumers’ desire to improve their health and to feel better. Key trends analyzed in the study are greater selection, access and familiarity influence natural purchases, Natural lifestyle choices may be hindered by confusion and convenience; Food brands may lead the charge for more natural products. In terms of price, natural products are expensive, but not necessarily overpriced. In U.S., paying extra to live naturally is worth it for parents. Also, rising HHIs may increase likelihood of spending on natural. The perceived high cost of natural products and already favorable perceptions of personal health will prevent some from pursuing a more natural lifestyle. On the other hand, the research analyzes that environmental issues are a front-and-center concern.

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