According to the Hartman Group’s 2014 Organic & Natural Report, 29% of adults bought more local, 28% organic, 25% natural and 23% non-GMO foods last year; 27% of adults buy organic to avoid GMOs.

When marketing a new supplement product to your customer base, it is important to know what terms consumers are drawn to. Above is a chart with data taken from the FMI 2015 U.S. Grocery Shopper Trends Report.

Whole grain is at the top of the list. When speaking specifically about supplements, the top terms that could apply are “High fiber”, “No artificial ingredients”, “Natural”, and “Non-GMO”.

To better view this chart, click on image.