Healthy Green Consumers Read Nutrition Labels, Buy Gluten Free Foods and Products with Environmentally Friendly Packaging

May 18, 2010 – Collingswood, NJ

Mambo Sprouts Marketing MamboTrack™ research revealed 8 in 10 natural and organic consumers regularly read ingredient labels for health and nutrition content and were interested in buying functional foods with added health, nutrition and dietary benefits, with four in ten (39%) very interested in these types of specialty foods.

Consumers expressed the most desire for foods with organic ingredients (65%) and low sodium grocery items (47%) followed by low fat/cholesterol (39%) and vegetarian items (31%). Functional food products with added calcium (44%), Omega 3 (44%), anti-oxidants (43%), probiotics/prebiotics (38%), and Vitamin D (30%) were also preferred.

With Celiac Awareness Month upon us, the study noted interest in specific ingredient-free foods, with one in three natural product consumers seeking allergen free foods. Shoppers were most likely to report buying gluten free/wheat free items (25%), followed by dairy free foods (9%). Fewer avoided soy (6%) or peanuts (4%).

Bread (59%), cereal (56%), chips and snacks (54%), and pasta (46%) were the most popular gluten free products.

Consumers are turning to gluten free foods for a variety of reasons. More than four in ten gluten free buyers felt gluten free products were healthier for their family (43%). Another one in three (34%) had a household member with celiac disease or wheat intolerance or indicated that their favorite brands were gluten free already (36%).

Packaging is a key factor in brand buying decisions. Four in 10 (40%) recently tried a new brand or switched brands, specifically because it had more earth friendly packaging.

Two in three bought products with recyclable packaging or packaging made of recycled materials (66%) and 44% bought products with compostable/biodegradable packaging. New eco packaging options of most interest among 1 in 2 included: compostable/biodegradable, reusable and refillable product packaging.

The Mambo Sprouts Marketing Quick Poll was completed online among 600 MamboTrack health and natural product consumers between April 19th – April 26th, 2010. MamboTrack research is offered by Mambo Sprouts Marketing, the leader in natural, organic and green product marketing, coupon and promotional services. Visit for more information.

Now available for purchase:

MamboTrack Natural & Organic Consumer Shopping Quick Poll Survey: Focus on Functional Foods, Gluten Free Foods & Specialty Products. Download info sheet.

Study Description: The Mambo Sprouts Spring 2010 Natural & Organic Consumer Shopping Quick Poll focuses on consumer interest in buying Functional Foods with added health, nutrition and dietary benefits and Gluten Free/Wheat Free product buying patterns. Consumers were probed about their purchase of specialty product categories including natural health & beauty care and healthy eco pet care products. The study also surveyed purchase and interest in environmentally friendly product packaging options.