The Natural Consumer - US - August 2017

The Natural Consumer - US - August 2017

Aug 2017 Mintel LifestyleN/A Price :
$ 3995

Interest in natural living is largely driven by consumers’ desire to improve their health and to feel better. While Natural Consumers are committed now and in the future to natural living, they aren’t entirely sure what “natural” means. The perceived high cost of natural products and already favorable perceptions of personal health will prevent some from pursuing a more natural lifestyle.

Table of Contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Figure 1: Natural Consumer share, April 2017
The issues
Americans aren’t exactly healthy, but they think they are
Figure 2: Respondent-assessed health status, by adults aged 18+, 2015
“Natural” has a different meaning for different people
Figure 3: How Natural Consumers define “natural,” by age, April 2017
Living naturally is the trendy thing to do for young adults…for now
Figure 4: Natural Consumers’ attitudes about trust and knowledge, by age, April 2017
The opportunities
Natural products across pricing tiers can provide cost-conscience consumers with options
Figure 5: Share of new product launches with natural or natural-related claims, 2011-16
Environmental-friendliness matters to Natural Consumers
Figure 6: Natural lifestyle motivators – Select items, by All and Natural Consumers, April 2017
Natural products are expensive, but not over-priced
Figure 7: Attitudes about price and product, by All adults and Natural Consumers, April 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
More than one third of US adults are Natural Consumers
Growth of natural products leaves consumers with more options
Future interest in natural living may be fostered by today’s young adults
Positive health perceptions could put a damper natural living
Environmental issues are a front-and-center concern
WHO IS THE NATURAL CONSUMER?
Natural Consumers account for 36% of the US adult population
Figure 8: Natural Consumer share, April 2017
18-44 year-olds are most likely to be Natural Consumers
Figure 9: The Natural Consumer, by gender, age, and marital status, April 2017
Parents, higher-earners tend to be Natural Consumers
Figure 10: The Natural Consumer, by parental status and gender, and household income, April 2017
Hispanic origin, area of residence, education impact natural living
Figure 11: The Natural Consumer, by Hispanic origin, Area, and Education, April 2017
MARKET PERSPECTIVE
There are more products with natural claims…
Figure 12: Share of new product launches with natural or natural-related claims, 2011-16
…and consumers are looking for them…
Figure 13: Shopping for natural or organic health/beauty, household cleaning, food products, 2011-17
...which leads to increasing sales of natural products
Figure 14: Natural supermarket sales of select personal care products, at current prices, rolling 52 weeks, Sept. 7, 2014-Sept. 4, 2016
MARKET FACTORS
Despite most Americans feeling they are already in good health…
Figure 15: Respondent-assessed health status, by adults aged 18+, 2015
…America is still fighting the bulge
Figure 16: Prevalence of obesity among US adults aged 20+, 2000-15
Aging population could lead to more concern about future health issues
Figure 17: US population, by age, 1960-2040
Rising HHIs may increase likelihood of spending on natural
Figure 18: Median household income, in inflation-adjusted dollars, 2005-15
Consumers expect brands to be socially responsible and act ethically
Figure 19: Attitudes toward trends – Be the change, January 2017
Concern over climate change
Figure 20: Annual US temperature among contiguous US states, 1901-2016
KEY TRENDS – WHAT YOU NEED TO KNOW
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
WHAT’S WORKING?
Greater access to natural and organic products
Products with familiar ingredients are influential to purchase
Being “natural” can simply mean just being you
WHAT’S NOT WORKING?
Confusion over products with “natural” claim
Convenience-driven lifestyles can be a hindrance to natural living
WHAT’S NEXT?
Amazon’s purchase of Whole Foods may expand reach of natural items
Beauty and household care products may have room to improve
THE CONSUMER – WHAT YOU NEED TO KNOW
The definition of what “natural” means depends on who is asked
Natural Consumers are driven to improve themselves…and the world
Improved health is a primary motivator for natural living
Natural Consumers avoid unhealthy habits and processed foods
To some degree, most face barriers to living a more natural lifestyle
Natural Consumers are willing to pay extra to live naturally
There are four unique types of Natural Consumers
WHAT DOES “NATURAL” MEAN?
“Natural” means healthy, no additives, free-from, and pure—not necessarily organic
Figure 21: Defining “natural,” by All and Natural Consumers, April 2017
“Natural” as a claim may not be as powerful as others for women
Figure 22: How Natural Consumers define “natural,” by gender, April 2017
Older adults define “natural” with health-based claims
Figure 23: How Natural Consumers define “natural,” by age, April 2017
Environmental claims may dissuade purchases by lower income earners
Figure 24: How Natural Consumers define “natural,” by household income, April 2017
WHAT DO THEY DO?
Natural Consumers care about a brand’s backstory…and their health
Figure 25: Lifestyle choices, by All and Natural Consumers, April 2017
Women do the shopping and are key to natural lifestyle maintenance
Figure 26: Natural Consumers’ lifestyle choices, by gender, April 2017
Higher earners can be more selective with their purchase decisions
Figure 27: Natural Consumers’ lifestyle choices – Select items, by household income, April 2017
Age may dictate the likelihood of certain “natural” habits
Figure 28: Natural Consumers’ lifestyle choices – Select items, by age, April 2017
WHAT MOTIVATES A NATURAL LIFESTYLE?
Improving health and feeling better are main motivators
Figure 29: Natural lifestyle motivators, by All and Natural Consumers, April 2017
Women are motivated to look and feel good
Figure 30: Natural Consumers’ lifestyle motivators, by age and gender, April 2017
Lower earners are motivated to improve their energy levels
Figure 31: Lifestyle motivators, by All and Natural Consumers by household income, April 2017
Hispanics use recommendations to motivate their lifestyle
Figure 32: Natural Consumers’ lifestyle motivators, by Hispanic origin, April 2017
WHAT DO THEY AVOID?
Attention to food is key differentiator for Natural Consumers
Figure 33: Behaviors consumers avoid, by All and Natural Consumers, April 2017
Older adults cognizant of health, avoid perceived unhealthy behaviors
Figure 34: Behaviors Natural Consumers avoid, by age, April 2017
Higher HHI allows consumers more options to live naturally
Figure 35: Behaviors Natural Consumers avoid, by household income, April 2017
WHAT PREVENTS LIVING A NATURAL LIFESTYLE?
Consumers aren’t sure what products are “natural”
Figure 36: Natural lifestyle obstacles, by All and Natural Consumers, April 2017
Men stick to what they know and what’s convenient
Figure 37: Natural Consumers’ natural lifestyle obstacles, by age and gender, April 2017
Parents less convinced of natural brands and product quality
Figure 38: Natural Consumers’ natural lifestyle obstacles, by parent status, April 2017
TRUST AND KNOWLEDGE
Natural Consumers overwhelmingly trust natural brands
Figure 39: Attitudes toward trust and knowledge, by all adults and Natural Consumers, April 2017
Women are less likely to trust “natural” brands
Figure 40: Natural Consumers’ attitudes toward trust and knowledge, by gender, April 2017
Younger adults likely back natural living because it’s trendy
Figure 41: Natural Consumers’ attitudes toward trust and knowledge, by age, April 2017
NATURAL LIFESTYLES AND DIFFICULTIES
Natural living is a priority now and in the future
Figure 42: Attitudes toward natural lifestyles and difficulties, by all adults and Natural Consumers, April 2017
Parents are committed to natural living
Figure 43: Natural Consumers’ attitudes toward natural lifestyles and difficulties, by parental status, April 2017
Young adults see value in living a natural lifestyle
Figure 44: Natural Consumers’ attitudes toward natural lifestyles and difficulties, by age, April 2017
PRICE AND PRODUCT
Natural products are expensive, but not necessarily over-priced
Figure 45: Attitudes toward price and product, by All adults and Natural Consumers, April 2017
Willingness to pay extra for a natural lifestyle correlates with income
Figure 46: Natural Consumers’ attitudes toward price and product, by household income, April 2017
Paying extra to live naturally is worth it for parents
Figure 47: Natural Consumers’ attitudes toward price and product, by gender and parental status, April 2017
NATURAL CONSUMER SEGMENTATION
Not all Natural Consumers are created equal
Figure 48: Natural Consumer segments, April 2017
Enviro Naturals (17%)
Who are they?
Verdict
Figure 49: Profile of Enviro Naturals, April 2017
Self-sufficient Naturals (15%)
Who are they?
Verdict
Figure 50: Profile of Self-sufficient Naturals, April 2017
Conflicted Naturals (42%)
Who are they?
Verdict
Figure 51: Profile of Conflicted Naturals, April 2017
Disengaged Naturals (26%)
Who are they?
Verdict
Figure 52: Profile of Disengaged Naturals, April 2017
Cluster methodology
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
APPENDIX – MARKET
Figure 53: Shopping for natural or organic health/beauty, household cleaning, food products, 2011-17

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