Three-Quarters of Consumers are Concerned About their Energy Level

Harleysville, Pa. (August 2006) – The Natural Marketing Institute (NMI), the leading provider of strategic consulting, consumer insights and market research services for the health, wellness and sustainability marketplace, today expanded on one of the key trends it has identified as having a significant impact in 2006.

According to NMI’s Health & Wellness Trends Database™, issues related to energy and vitality are of concern to 75% of consumers. Concerns are centered around specific fatigue issues for some individuals, while others are simply seeking products that will give them the stamina to fulfill their daily responsibilities. This trend is consistent across all age groups from Gen Y to Boomers and consumers are using a variety of sources to help prevent a lack of energy from supplements (59%) and food (51%) to beverages (30%). Consumers that are actively managing lack of energy are more likely to agree with the following statements:

• I believe there is a definite connection between diet and health (88%)
• Eating healthy is a vital part of my life (77%)
• I live a stressful life and look for ways to simply my lifestyle (54%)

“More than half of all consumers are seeking food and supplements that help them prevent energy loss. After the low-carbohydrate craze declined, residual attitudes and the desire for products that provide balanced energy have opened the door to an expansion of energy and vitality platforms,” states Steve French, Managing Partner at NMI.

Usage of low-sugar foods/beverages was indicated by 69% of consumers in 2005, with sugar-free foods/beverages right behind with 66% usage. Usage of low-glycemic foods/beverages showed impressive growth with 42% of consumers indicating usage, versus 22% in 2004. One-third of consumers also state that it’s important for their store to have packaged foods that provide a low glycemic index. As just one manifestation of this energy trend, opportunity exists for manufacturers who can deliver effective products and messages on the stable energy benefits of low-glycemic foods and beverages.

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NMI is a strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. For more information on NMI’s trend reports, proprietary databases and other services, visit NMI’s web site at www.NMIsolutions.com.