Video: Ingredient Elimination and Promotion Fueling Consumer Purchases

Health-conscious consumers are looking to eliminate ingredients they perceive as negative, while incorporating products with more positive attributes.

Results of the inaugural Mind of the Consumer research study were presented at Ingredient Marketplace 2016. Steve French of the Natural Marketing Institute (NMI) detailed topline insights into what consumers are seeking in the healthy living segment.

One major takeaway revealed consumers are looking to eliminate perceived negatives such as sodium, certain sweeteners and artificial ingredients. This nutritional overhaul was coupled with the promotion of perceived positives, including clean label, whole food and fiber.

Watch the video to learn more about consumer purchase drivers, and click the following link to read the full Report, “The Mind of the Consumer: Today's Trends, Tomorrow's Opportunities.”

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