Consumers Are Seeking a Deeper Values Experience

Harleysville, Pa. (June 2007) – 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 2007 and beyond.

The retail and brand "New Luxury" explosion that made consumers expect an extremely high level of experience at every touch point is now evolving beyond the physical and emotional dimensions to the experience of fundamental core values. From luxury hybrid cars to couture dresses made from organic and sustainable fabrics, it is not enough to have it all, consumers also want to feel better about what they have.

"Consumers are aspiring to achieve the double pay-off of exclusive experiences while supporting guilt-free and eco-friendly goods and services. According to the World Tourism Organization, luxury eco-tourism is the fastest growing market in the tourism industry. Locally grown and sustainable foods are sought for their ethical appeal as well as their premium quality as consumers embrace the "cradle-to-cradle" concept," states NMI LOHAS Business Director Gwynne Rogers.

This trend is evident in consumer shopping and purchasing patterns. Shopping at natural food supermarkets is up 20% from 2001. The influence of the "USDA Certified Organic" seal on foods has increased 22% since 2004 and is now at least slightly influential to more than four out ten consumers. The percentage of primary grocery shoppers who agree that organic foods/beverages are worth paying an extra 20% for increased from 17% in 2002 to 26% in 2006. With this increase in values-driven experiental shopping, NMI projects that sales of organic products could reach $24 billion in 2011.

NMI’s Top Ten Trends of 2007 are based on data and insight from a variety of NMI proprietary databases, including the Health & Wellness Trends Database™ and the LOHAS Consumer Trends Database™. For more information, visit www.NMIsolutions.com or contact NMI at 215-513-7300.

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