What's ahead for natural?
The natural food and beverage market—now valued at $127 billion—has reached a new stage in its maturity. “The world of health and wellness is changing dramatically and rapidly, and the natural products industry is positioned as a leading crucible through which we can watch this world unravel and rebuild itself,” says Carlotta Mast, chief author of NEXT: The Natural Products Industry Forecast, compiled by Nutrition Business Journal and the Sterling-Rice Group.
Some trend highlights of the report include:
- The natural, organic and functional food and beverage market is poised for continued growth and transformation over the next five to 10 years and is expected to rise to $137.7 billion in 2017
- 75% of food retailers agreed that local is currently the most influential product claim in the specialty food sector. A local product conveys sustainability, health and local job growth
- In 2010, Americans ate 31% more packaged/processed foods than fresh foods. As consumers become more educated about the negative effects of processed foods, the demand for minimally processed and better-for-you packaged products will increase
- Three macro-trends that are affecting the growth of the natural foods market are "the wholegrain revolution," "healthy tastes good" and "transparency rules"
Source: NEXT: The Natural Products Industry Forecast; June, 2012