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Consumers shopping all-natural trust small, independent companies

BY Michael Johnsen

LOS ANGELES – A new national consumer poll released by Instantly on Wednesday found that artificial ingredients in food products are a top concern for Americans and many do not trust large companies to produce all-natural alternatives.
 
According to the study, 75% of Americans said that when it comes to producing all-natural products, they trust small, independent companies over large, established ones. Consumers also associate natural foods brands with independent ownership. As many as 70% believe that most natural foods brands are independent, while 30% believe they are owned by large companies.
 
"The perception among consumers is that natural foods are the domain of independent brands and larger corporations don't have this specialty," said Andy Jolls, chief marketing officer at Instantly. "But with the mergers and acquisitions in the consumer packaged goods industry, the reality is that many food brands are owned by a handful of big companies. As demand for natural foods and ingredients rises, marketers need to be mindful about both the risks and opportunities that exist and position their brands carefully so as not damage consumer trust."
 
The study also indicates that Americans are keenly aware of what goes into food products. Three in four say they review ingredients labels before making a purchase, and an overwhelming 82% believe foods with artificial ingredients are less healthy than those with all-natural substitutes.
 
The study shows that even in traditionally unhealthy categories, like snacks or frozen pizza, many people believe products will be healthier when artificial ingredients are removed. If a brand replaces artificial flavors with all-natural substitutes, 79% of consumers would have a more positive perception of that brand and 75% would be more likely to purchase its products.
 
Instantly polled more than 4,200 people in the U.S. between Sept. 15 and Sept. 21, 2015 to explore perceptions of natural and artificial ingredients. Respondents answered questions online or on their mobile devices via the iPoll website and mobile application. 
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Dollar General touts digital savings

BY Mike Troy

Dollar General is looking to drive increased participation in its digital coupon program by featuring several enhanced benefits during the month of October.

Dollar General now has more than 12,000 store in operation nationwide and to generate traffic and create a strong perception of value the company has enriched its “Fast Way to Save” digital coupon program and “Wow! Wednesday” weekly offers with more than $200 in total weekly coupons available for savings on everyday items and Halloween favorites.

"Fall kicks off the holiday season, and we are pleased to offer our customers even greater value on a wide variety of items through online savings and in-store specials," said Jim Thorpe, Dollar General's executive vice president and chief merchandising officer. "Providing even more savings off our everyday low prices will help our customers celebrate this fall in style and within budget."

To enroll or upload the coupons, customers may login to their electronic DG Digital Coupon account either through Dollar General's website or through the DG mobile app or by registering in store. The Wow Wednesdays offers will be made available on Wednesdays and remain valid through the following week.

Among some of the offers, Dollar General is promoting buy two, get one free on select candy, buy five, save $5 on a variety of mix-and-match frequently purchase products and featured specials on holiday baking items and cooking supplies.

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Report: Oreo to roll out new seasonal flavor

BY DSN STAFF

Time is reporting that Mondelēz International’s Nabisco brand is set to roll out a new seasonal flavor of Oreo. This fall there are two limited-edition flavors already — pumpkin spice and caramel apple — but soon there will reportedly be a cinnamon bun flavor joining the ranks.

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