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Issue Summary

Developed in partnership between Informa and Natural Marketing Institute (NMI), The Mind of the Consumer study highlights thought leadership and insights into the consumer as it impacts ingredient science and finished product innovation. The insights generated from such research into six hot categories—digestive health, probiotics, weight management, protein, sports nutrition and omega-3s—showcases areas of opportunity for manufacturers, marketers and suppliers across the supply chain to develop and launch new products successfully.

Editor's Take

A look into the mind of the consumer shows that they are interested in managing their health with foods and supplements, but as always, they want convenience and efficacy. A look into the mind of product suppliers shows they are striving to meet consumer needs, but sometimes, they miss the mark. This innovative research from Natural Marketing Institute (NMI) and Informa Exhibitions shows the clear-cut opportunities available in several hot product categories.

  • Across all categories, consumers want tasty products without chemicals, pesticides, sugar and artificial ingredients.
  • Sports nutrition, digestive health and weight management are strong categories, but consumers are seeking new formats.
  • Brands can expand probiotics, protein and omega-3s markets by offering new delivery forms and via consumer education.