Consumer Shopping Habits for Wellness and Environmentally ...

attention to purchase decision criteria in the Core will illuminate what is likely to become more
important to more mainstream consumers over the next several years. In a retail sense, following a
generally forward-leaning strategy based on category priorities we lay out (channel-by-channel) will
be useful in accommodating consumer evolution and changes in the World of H+W over the next 3-5
years.
What will likely change most profoundly are the micro-contours of the H+W landscape, as strongly
influenced by the Core of the H+W world. For instance, stevia is now emerging as a mainstream
sweetener, though it has been used by Core consumers for years. Probiotics have had a similar
trajectory over the past few years. Over the next five years, we may see several now-Core trends fall
out to the mainstream. Predicting specific Core patterns that will ―fall out,‖ however, would be highly
speculative, even for the most attentive observers of H+W trends. The following are examples of
currently trendy items or practices in the Core, however, we do not expect all of them to make their
way to the mainstream, and are presented for illustrative purposes only.
Yacon is a South American fruit. Its syrup is used as a sweetener. Its sugars are mostly
oligofructose, which, like other oligosaccharides, is too complex to be fully broken down
by the human body, so the usual effects of sugar are mitigated.
Coconut is popular in the Core for medium chain fatty acids, as is young green
coconut juice for its electrolyte content.
Reishi mushrooms, an exotic species, are popular as an almost mythical cure-all
(immunity, cancer, heart issues, et cetera) among some Core consumers.
Krill oil and Chia seeds have emerged among Core consumers as standards in high
quality Omega 3s
Core consumers are using non-toxic cookware (e.g. old-fashioned, animal fatseasoned
cast-iron) and food/beverage vessels including a very strong avoidance of
Bisphenol-A.
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