Everyone’s Talking About Turmeric and Other Trends

BY Courtney Huckabay

Natural Grocers talked to a panel of the company’s category managers, nutrition experts, and editorial staff to find out what trends to expect in nutrition and health for the upcoming year. Here are their predictions for the top 10 nutrition trends.

The Popularity of Organics Continues to Grow and Grow and Grow.

"As more people, especially millennials, realize how pesticides and nutrition impact their health, they demand food that is healthier and more nutritious," Jonathan F. Clinthorne writes. "This has translated into a robust organic industry that has experienced double-​digit growth annually."

"One thing to keep in mind is that just because a grocery store sells organic, that does not mean it is committed to protecting the environment and promoting health. Look for stores that only sell organic produce, as this will reduce the risk of cross-​contamination and ensure that farmers who do things the right way are being supported."

In fact, organics are growing so much that 24% of Americans told AudienceSCAN that they are willing to pay more for healthy or organic food products, in the most recent survey.

The Spice Turmeric Is HOT.

"Turmeric, one of the most heavily researched supplement and dietary ingredient, is showing up all over. It’s in juices and tonics, used to color macaroni, and driving herbal supplement sales."

"This powerful free radical scavenger supports a healthy inflammatory response and cognitive function—two highly important aspects of health, especially for Americans."

Natural food stores can promote the benefits and trendiness of turmeric through TV. The new AudienceSCAN study found 40% of Healthy/​Organic Shoppers took action after watching television (over-​the-​air, online, mobile or tablet) spots in the past month.

Grassfed… Everything.

"While organic milk and milk from cows not given recombinant bovine growth hormone (rBGH) have been popular for some time, quality grassfed dairy takes it a step further. When cows or goats only eat grasses and other forages, as nature intended, it translates into healthier milk from healthier cows — so what’s not to love? And it’s not just dairy; grassfed meat and even dietary supplements like whey protein are now being sourced from grassfed cattle."

Another great way to reach Organic Shoppers is to talk about grassfed meats through newspaper (print, online, mobile or tablet) advertising. The AudienceSCAN survey showed 29% of Organic Shoppers took action after reading ads there in the past month.

Easy Ways to Supplement the Diet.

"Most Americans will admit — their diets aren’t perfect. That’s where dietary supplements can help fill in the gap. However, while everyone wants to have a nutrient-​rich diet, not everyone is ready to embrace taking pills. That’s where all the new and often less intimidating forms of dietary supplements come into play. Tasty fish oil liquid swirls, multivitamin gummies, superfood-​rich smoothie mixes, and collagen powders are all easy ways to supplement the diet, providing a nutrient-​dense boost to your daily routine."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.