01
Oct 20

Natural Marketing Institute's Personalized Nutrition: Health via ‘The Power of Me’ - published by Informa, NPI Publishing in Feb 2020

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There is a continued growing consumer desire for personal autonomy and self-discovery. Over the past several years we have witnessed an acceleration of personalization across a wide range of industries. From Nike’s personalized sneakers to individualized suggestions for music and videos on Spotify and Netflix to beauty companies like Clinique offering customized skin care and makeup, one of a kind products and services are all the rage. This ‘made for me’ mindset enables consumers to tap into a culture of one-of-a-kind goods and services that are tailored-suited and are purported to offer greater benefits because they are created for an individual’s specific needs.

Not surprisingly, this trend extends to the health and wellness industry as well. Personalized nutrition is big business – some estimates say that the market could reach $11.5 billion by 2025 (Axiom) while UBS suggests the industry could generate annual revenues as high as $64 billion by 2040.

Dozens and dozens of companies have recently entered this marketplace, from small start-ups to large multi-national corporations, from low tech to high tech. A growing trend in the industry is in the area of nutrigenomics - the science of studying the relationship between human genome, nutrition and health. Companies assess a consumer’s DNA or microbiomes with the goal of understanding the specifics of an individual’s body science and recommend a dietary plan or supplement regime to most efficiently benefit their health. As an example, Nestle recently piloted its “Nestle Wellness Ambassador” in Japan. The program combines information from DNA and blood tests with consumer uploaded photos of foods they have eaten, all of which is then analyzed via AI technology to recommend capsules for nutrient-rich teas or smoothies that are similar to those used in Nestle’s Nespresso machines. The emergence of technology in this industry has facilitated these breakthroughs and offers consumers a hands-on approach to control their own health by using apps, trackers and other tech devices to assess their goals and monitor progress.

Supplements – a market where one size does not fit all

Supplements is another market ripe with personalization opportunities. NMI’s Global Supplements, OTC, RX Database® (SORD) highlights consumers’ attitudes and behaviors toward a wide array of issues related to trends in dietary supplement usage. These insights, gleaned from a nationally representative sample of U.S. adults trended since 2005, provides an understanding of the attitudes, motivations and behaviors surrounding the intersection of supplements, OTC products and pharmaceuticals.

The current database shows that almost half of all U.S. consumers are interested in a home blood test to measure deficiencies or a DNA test to determine personal nutritional needs. As shown in Figure 1, there is significantly more interest among those under age 50.

Figure 1: % consumers indicating they are very/somewhat interested in these products

Figure1

Source: NMI’s Supplements, OTC, Rx Database® (SORD)

Furthermore, over six in ten supplement users show strong interest in personalized supplements. There is a clear ‘need state’ for personalized supplements as even the most ardent supplement user reports they have issues with uncertainty and confusion regarding supplements, including if supplements are actually doing what they are supposed to do and what supplements they should be using to ensure peak health. In fact, 75% of supplement users report that they would pay a premium if a product was personalized to their needs. Notable is that almost half of supplement users have discussed the supplements they use with their doctor and have asked for advice about which supplements to use, suggesting a potential opportunity of using healthcare professionals as a gateway to broach the subject of personalized nutrition.

When consumers were asked if they would be interested in a multi-vitamin that is personalized to their needs (specific levels of nutrients based on their age, gender, health and diet), NMI’s Health & Wellness segmentation (Figure 2) provides additional insight, as the WELL BEINGS segment is most interested – 50% higher than general population America.

Figure 2: NMI’s Health & Wellness Segmentation

Figure2

All in, with reservations

Yet while consumers are keen on personalization, they do have concerns about what exactly they would have to provide to a company in order to obtain a personalized nutritional product. Particularly in this age of data breaches and security concerns, consumers may be hesitant to part with personal medical information. Providing as much confidence as possible by demonstrating proof of safety to ensure protection of personal records will help to allay such concerns, as shown in Figure 3.

Figure 3: % supplement users indicating which of the items they would be concerned about providing to a company if they are customizing a nutritional product specific

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Source: NMI’s Supplements, OTC, Rx Database® (SORD)

A brave new world with both opportunities and limitations

The opportunities for the personalized nutrition industry are huge and we have likely just seen the tip of the iceberg. As technology continues to advance, new breakthroughs will offer an ever-growing array of options for consumers seeking to improve their health. There are opportunities for alliances across industries as these needs will be met by not only the tech industry but the food and medical industries as well.

But beware that consumers are skeptical and have been bombarded by decades of fad diets and in-vogue regimens that come and go on a whim or established dietary guidelines which are ‘disproven’ with new data. Consumers are often not sure who or what to believe and need a trusted and reliable source to offer proven and verifiable results. But with the right alignment of information, an increasingly sophisticated consumer, like the WELL BEINGS, will enthusiastically embrace new options as they attempt to take greater control of their health and wellness.

Natural Marketing Institute is an international strategic consulting, market research, and business development firm specializing in the health, wellness, and sustainability marketplace. For more information on the Institute’s consulting services or proprietary research tools, contact Amanda Jones, Client Services at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit www.NMIsolutions.com.

24
Apr 20

The Natural Marketing Institute releases New 20th Edition Consumer Report, 2020 HEALTH & WELLNESS TRENDS IN AMERICA

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For Immediate Release

HARLEYSVILLE, PA. April 2020

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Natural Marketing Institute is pleased to present its 2020 Health and Wellness in America, Consumer Insights and Trends Report. This report, now in its 20th year, seeks to provide insights into how today’s consumer is confronting their own health and wellness, the health challenges they encounter and how their behaviors and attitudes have transformed, adjusted, and realigned over the past decade in response to the ever-changing and uncertain world.

Maryellen Molyneaux, Managing Partner, states in this year’s research we are finding a heightened awareness and concern for the health of the planet which appears to be causing shifts in consumer attitudes and behaviors. This report further discusses how consumers are making purchase decisions grounded in a new set of values-based qualities from fair trade to sustainably-grown. Research reveals trends which are leading to growing “reduction” attitudes and behaviors from desiring a cleaner label to making efforts to consume less animal-based meat.

The objectives of this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 20 years and how these changes may impact the future landscape of the health and wellness industry.

Content includes...

  • Segment profiles highlighting the mainstreaming of health and wellness and the emergence of new health leaders
  • The growing connection between convenience and health
  • The proliferation and trial of plant-based offerings
  • The emerging understanding of the gut-brain connection
  • The increased importance of values-based attributes driving purchase decisions
  • Plus much more....

To read more on our 2020 Health and Wellness Consumer report summary click here

For additional Press, Media, or PR info kindly contact Ms. Dana Marinari at This email address is being protected from spambots. You need JavaScript enabled to view it.

25
Mar 20

Natural Marketing Institute releases New 2020 USA/Canada Whole Cannabis/Whole Health Study

For Immediate Release

HARLEYSVILLE, PA. March 2020

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Natural Marketing Institute a leading research and global intelligence provider to brands and corporations, is pleased to announce a

NEW Breakthrough Consumer Research...

2020 USA/Canada Whole Cannabis/Whole Health Study

image cbd prWhere are the biggest opportunities for CBD, Hemp, and THC products?

NMI Knows...

NMI recently completed a comprehensive research project surrounding cannabis and has now released 2 New reports. It is the first and only study to examine the impact of the whole cannabis plant – including CBD, hemp, and marijuana – and it’s impact on whole health across general population adults in the USA and Canada.

Report #1 Consumer Qualitative presents 90+ pages revealing attitudes, behaviors, motivations, implications, key learnings & Path to purchase findings across 7 product categories.

Report #2 Industry & Market Analysis offers 50+ pages of US and Global Markets insight, plus US Food/Bev and Personal Care CPG Industries.

For more information and insights on the NMI Whole Cannabis Research Study click here

24
Mar 20

Natural Marketing Institute releases New 2020 STATE OF SUSTAINABILITY IN AMERICA…18th Annual Consumer Insights & Trends Report

For Immediate Release

HARLEYSVILLE, PA. March 2020

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Natural Marketing Institute a leading research and global intelligence provider to brands and corporations, is pleased to release the

New 2020 STATE OF SUSTAINABILITY IN AMERICA...

18th Annual Consumer Insights & Trends Report

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The 2020 CPG roadmap to Consumer Sustainability Opportunities has arrived!

This research provides a comprehensive overview of the marketplace and uncovers insights into how today’s consumer integrates eco-friendliness into their daily life and reveals their motivations and the challenges they encounter in their pursuit to become increasingly aligned with a more sustainable lifestyle.

Table of Contents:

  • U.S. Sustainability Consumer Trends Database Overview
  • New ways to reach and impact the new breed of ethical consumers
  • Definitions Of Groups
  • Actual quotes from consumers and what they feel the country should do to be more sustainable
  • Introduction
  • And much more
  • Overview: Trends In Sustainability
 
  • NMI's Sustainability Segmentation
 
  • Consumer Engagement
 

Report Methodology:

  • 3,000 U.S. adults in 4th Qtr. 2019, nationally projectable to the U.S. adult population and accurate at the 95% confidence level to +/- 1.2%

NMI Databases:

  • U.S. Trending since 2002 and Globally since 2005
  • Conducted in 23 countries; 150,000+ global consumers interviewed.

To read more on our LOHAS Sustainability report summary click here

For additional Press, Media, or PR info kindly contact Ms. Dana Marinari at This email address is being protected from spambots. You need JavaScript enabled to view it.

29
May 19

NMI Releases New 2019 Whole Living Project

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For Immediate Release

HARLEYSVILLE, PA. June, 2019

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NMI (Natural Marketing Institute) a leading research and global intelligence provider to brands and corporations, is pleased to announce the 2019 Whole Living Project.

Conducted since 2005, this is a comprehensive consumer study of attitudes, behaviors and motivations related to the dynamic, multi-faceted dimensions of lifetime wellness.

 

The Project Mission

NMI’s Whole Living Project is based on the ongoing process of becoming aware of and making choices toward a healthy and fulfilling life. Wellness is more than being free from illness. It is a dynamic process of change and growth – an interconnected state of complete physical, mental, and social well-being – not merely the absence of health issues or medical conditions. The construct for the Project is based on 6 Dimensions of Wellness – a lifelong journey of consumers as they search for satisfaction, happiness and balance.

 

NMI’s 6 Dimensions of Lifetime Wellness

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To read more on NMI’s 2019 Whole Living Consumer Project click here

For additional Press, Media, or PR info kindly contact Ms. Dana Marinari at This email address is being protected from spambots. You need JavaScript enabled to view it.

22
May 19

NMI Releases New 2019 China Consumer Sustainability Report

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For Immediate Release

HARLEYSVILLE, PA. May, 2019

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NMI (Natural Marketing Institute) a leading research and global intelligence provider to brands and corporations, is pleased to present its New 2019 China Consumer Sustainability Report.

Since 2002, NMI provides consumer research devoted to understanding values and behaviors across health, the environment and corporate social responsibility, and their impact on purchase!

49 pages of NMI research, study supported, current consumer insights with data and analysis, including charts, graphs, illustrations!

For this study, conducted in early 2019, NMI conducted a quantitative survey to understand a series of sustainable attitudes and behaviors among general population adults 18+ as part of an initiative to gauge global engagement in various sustainability and environmental dimensions.

Summary Insights

  • Specific consumer segments in the population exhibit various shades of green that are led by the “greenest” segment, the LOHAS consumer, who is integral in driving sustainability to the mainstream.
  • An overwhelming majority of Chinese consumers report feeling more responsible for protecting the environment today than they have in the past.
  • Chinese consumers are in search of information on how they can protect the environment.
  • Demand for product transparency is on the rise; keeping as many company practices aligned with sustainability across the product/ service life cycle.
  • A level of skepticism persists regarding benefits of “green” products over conventional ones.
  • A level of peer pressure also exists among a portion of Chinese consumers, which may have positive consequences if it serves to engage others to act environmentally.
  • Globalization will drive the need for more alignment of fair labor practices, ecosystem protection, sustainable farming, energy resourcefulness and other practices which are creating consumer concern.
  • Technology and services to help consumers monitor energy consumption, manage food waste, among others, will continue to innovate, putting more control into consumers’ hands.

Sustainability Consumer Segmentation

Consumer segments in the general population exhibit various shades of ‘green’ based on their levels of environmental and sustainable engagement. While some consumers have ‘deep green’ consciousness, there are varying levels among consumers within the population of China.

The consumer segment within the population which is considered the ‘greenest’ segment is the LOHAS (Lifestyles of Health and Sustainability) consumer who is integral in helping to drive sustainability into the mainstream. Other segments within the population also hold ‘green’ attitudes and participate in ‘green’ behaviors which are differentiated by their motivations.

Table of Contents: Methodology, Summary Insights, Sustainability Segments, Consumer Engagement, Consumer Concerns, and Energy Savings

Methodology: Conducted Online, 30 Minute Interviews, 1,000 +/- general population respondents

Study/Data collection: March 14, 2019 – April 10, 2019

Report published: May 2019

NMI Sustainability Databases: Global trending since 2005 in 23 countries with 150,000+ consumer interviews. USA trending since 2002 with 54,000+ consumer interviews

 

To view NMI's 2019 China Consumer Sustainability Report click here

For additional Press, Media, or PR info kindly contact Ms. Dana Marinari at This email address is being protected from spambots. You need JavaScript enabled to view it.

14
Feb 19

NMI Releases New 2019 Supplements/OTC/Rx Consumer Trends & Insights Report

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For Immediate Release

HARLEYSVILLE, PA. February, 2019

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NMI (Natural Marketing Institute) a leading research and global intelligence provider to brands and corporations, is pleased to present its

2019 Supplements/OTC/Rx Consumer Trends & Insights Report

New 8th Edition USA Report

Since 2005, NMI’s Biennial Consumer Study devoted to understanding consumer attitudes and behaviors related to Dietary Supplements/OTC/Rx and their impact on market dynamics!

150+ pages of NMI research study supported, current consumer insights with data and analysis, including charts, graphs, illustrations!

This comprehensive report analyzes the dietary supplement market from the consumer perspective uncovering how consumers integrate this mix of self-care methods into their current lifestyle and reveals the motivations and the challenges they encounter in their pursuit of health. 

Many factors are driving multiple categories across the U.S. For example, aging drives condition-specific needs, and increased consumer knowledge and desire for specific product features and benefits drive sustainable, organic, and plant-based options. The need for education and an understanding of the drivers that affect consumer behavior patterns has never been stronger.

The overall objectives of the report are to develop unique and specific consumer insight to maximize client learnings and opportunities in terms of attracting new consumers, increasing compliance and developing compelling messaging and communications strategies.

Some of the topics covered in the report:

  • Current and Forecasted New Trends
  • Consumer Nutrition and Health Goals
  • White space opportunities for supplements and condition management
  • Issues when using supplements among Supplement Users
  • Desire for personalized supplementation
  • Importance ratings of supplement attributes
  • Willingness to pay a premium for certain supplement attributes
  • Market movement towards Plant Based products
  • Plus many others…

 

Report Methodology

  • 2,000+ U.S. adults, nationally projectable to the U.S. adult population and accurate at the 95% confidence level to +/- 1.2%
  • Conducted online & Crafted 4th Quarter 2018, Report released February 2019

 

NMI USA Supplements/OTC/Rx Database (SORD)

  • U.S. SORD Trending since 2005, 64,000+ consumers, 5 Committed Segments
  • Research Previously conducted and trended in 2005, 2006, 2009, 2011, 2013, 2015, 2017
  • Trended research also conducted globally in 13 countries
  • Global Health & Wellness Database since 2005, 30+ countries; 169,000+ consumers interviewed

 

To read more on our 2019 Supplements/OTC/Rx Consumer Trends & Insights Report summary click here

For additional Press, Media, or PR info kindly contact Ms. Dana Marinari at This email address is being protected from spambots. You need JavaScript enabled to view it.

30
Jan 19

NMI Joins MISTA as Core Strategic Partner to Create the Future of Food

For Immediate Release

HARLEYSVILLE, PA. January 30, 2019

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Natural Marketing Institute (NMI), a leading marketing consultancy and market research firm specializing in health, wellness, sustainability and healthy aging, has joined MISTA, a new innovation platform for the food industry.

Launched by Givaudan, the global leader in flavors and fragrances, MISTA is an optimizer, enabling start-ups and established corporations to optimize ideas, products, people and investments. “MISTA, which means ‘tasty morsel’ in Sanskrit, is all about the creation of a new business model focused on product innovation and development for the food industry,” explains Scott May, Vice President of Innovation at Givaudan and Head of MISTA, “with the intention and capabilities to create the future of food. We’re extremely pleased to have NMI be part of the dynamic MISTA team.”

From alternative protein, to health and well-being and biotechnology, MISTA helps companies develop new ways of thinking, leading to innovative solutions to the constant challenges in the ever-changing food and beverage industry. MISTA can also help companies, both large and small, with marketing strategy and market research – NMI’s focus since 1990.

Steve French, NMI Managing Partner, states that “the future of the food industry is about the identification and validation of market and consumer trends. We’re excited to add our expertise as a strategic partner with the capabilities from other partners to pioneer new levels of product innovation with MISTA.”

Joining Givaudan as Founding Members of MISTA are Danone, Mars Inc. and Ingredion Inc. as well as a number of strategic partners with world class capabilities from across the food industry, creating an integrated innovation platform.

“Today’s food systems are so complex, and the challenges so large that no single company can address them alone, and that’s where the concept of MISTA really comes to life,” adds Scott.

About NMI

Natural Marketing Institute (NMI) is an international strategic consulting, market research and business development company specializing in the health & wellness, sustainability and healthy aging marketplace. As a leading business consulting and market research firm, NMI assists a range of Fortune 500 and start-up companies across many types of industries. By utilizing a diverse mix of proprietary custom and primary methodologies and comprehensive syndicated data, NMI provides its clients with insightful market analysis and strategic planning surrounding new product opportunities, branding, communications, consumer target identification, sales strategy and strategic business planning.

About MISTA

MISTA has developed an ecosystem of partners with world class capabilities to optimize your ideas, products, people and investments to solve your challenges. MISTA Founding Members include: Givaudan, Danone, Mars Inc. and Ingredion Inc. MISTA Start-up Members include: Wild Type, Geltor, Five Suns Foods, Analytical Flavor Systems, Thimus, Shameless Pets, Sevillana, Drop Water, Pop & Bottle, SunRhize Foods, and The Mochi Mill, LLC. MISTA Strategic Partners include: Pilot R&D, NewEdge, DRCNOW, Fülle, Better Food Ventures, Global RIFF, The March Fund, The Intertwine Group, NMI, and How Good. http://mistafood.com

For additional Press, Media, or PR info kindly contact Ms. Dana Marinari at This email address is being protected from spambots. You need JavaScript enabled to view it.

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