What does “better for you” really mean to the natural health shopper?
By Nina Wagner
The “better for you” product movement continues to see traction, driven by evolving consumer preferences for healthier, more sustainable, and transparent products. But what does “better for you” really mean to natural health shoppers? We spoke to the alive Listens community to gain insights into what your shoppers think.
We asked respondents to define “better for you” products, and here are the five key observations:
1. Nutritional superiority
Shoppers see these products as offering higher nutritional value; containing more essential vitamins, minerals, and antioxidants; and fewer “unhealthy” components like excessive sugar, salt, unhealthy fats, and artificial additives.
2. Natural and organic ingredients
Shoppers believe these items are generally made from natural or organic ingredients, emphasizing whole, unprocessed, or minimally processed foods.
3. Healthier substitutes and improvements [SUBHEAD]
These products are believed to be designed as healthier alternatives, with improved nutritional profiles and enhanced formulations (e.g., added probiotics, fiber, essential nutrients).
4. Non GMO and chemical free [SUBHEAD]
There is preference for these products to be free from genetically modified organisms (GMOs) and harmful chemicals, including pesticides, herbicides, and synthetic additives.
5. Ethical and environment friendly [SUBHEAD]
Shoppers see these products as prioritizing sustainability, eco-friendliness, ethical sourcing, and reduced environmental impact, indirectly contributing overall well-being.
When asked which factors influence a decision on whether a product is, in fact, better for you, the top answers from respondents were:
relying on nutrition labels and ingredients (92% of respondents)
looking for specific certifications (74% of respondents)
recommendations from friends and family (30% of respondents)
With “relying on nutrition labels and ingredients” being the prevalent answer, we asked the community what they look for on the label to really understand the thought process. Frequently received responses include:
1. Ingredients transparency
Respondents look for simpler, natural, and organic ingredients.
2. Nutritional focus
Attention is directed towards specific nutritional components like overall calorie content, protein, fibre, sugar, sodium, and fats (especially unhealthy or trans fats).
3. Avoidance of unwanted elements
Individuals are looking to the labels for confirmation on avoidance of certain ingredients or components, like GMOs, high fructose corn syrup, seed oils, artificial sweeteners, and specific allergens.
4. Certifications and special diets
Many seek out certifications such as organic, non GMO, gluten free, vegan, and dairy free.
5. Real, whole foods
A common thread is the desire for whole, real foods closer to their natural state over heavily processed or synthetic options.
With these details in mind, we hope this information helps you either market your own “better for you” products or help customers make informed choices in your store, based on a better understanding of how the community perceives “better for you” products and what they are really looking.