This document discusses consumer trends towards healthy, clean, and sustainable food and beverage products. It identifies a segment of "Fresh Authentics" that are particularly focused on these values. Fresh Authentics (34% of grocery shoppers) seek out authentic brands and ingredients, and are more likely to consider environmental and health impacts of packaging. They want transparency from companies around commitments like using recyclable, renewable, or plant-based materials. The document recommends that brands leverage synergies between clean labels, processing and packaging to appeal to Fresh Authentics and share their values through commitments to responsible practices.

1. © EcoFocus® Worldwide 2018 1
By Linda Gilbert
EcoFocus Worldwide
Founder & Chief Executive Officer
HealthFocus International
Founder & former President
Rodale Institute for Sustainable Agriculture (1979 to 1988)
Fresh Authentics Demand
Healthy Plus Sustainable

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Consumer Trends are Foundations for Game Changing Innovation
Consumers integrate lifestyle values with food and beverage choices
 Clean Label, Clean Processing, Clean Packaging
 Authenticity is a Powerful Differentiator

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EcoFocus Consumer Trend Survey
Adults
18-65 years
Consumer
Type
My World,
My Life

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Shoppers buy with health & environment in mind
When choosing what to buy, grocery shoppers always, usually, or sometimes think about…
87%
Environmental Reasons
93%
Health Reasons
Base: Grocery Shoppers

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MORE DEMAND FOR TRANSPARENCY IN 2019MORE DEMAND FOR TRANSPARENCY IN 2019
Healthy
- Fresh
- Natural
- Nutritious
- Safe
- Functional
Clean
- No artificial ingredients
- Minimal processing
- Fresh without preservatives
- Organic
- Non-GMO
Sustainable
- Protects resources
- Recyclable
- Renewable
- Minimal waste
- Plant-based
What’s Ahead for 2019
What’s ahead for 2019? Healthy, Clean and Sustainable are triangulating as shoppers,
especially Millennials, seek greater transparency from beverage and food companies.

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Clean Label trends are evolving
64%
65%
60%
64%
45%
58%
40%
52%
2011 2018
Extremely or Very Important Labels
No artificial ingredients
No preservatives
Non-GMO Project Verified
2013-2018
Certified Organic
Base: Grocery Shoppers
Significantly different at 95% confidence level

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Clean Label trends set stage for Clean Packaging
62%
68%
53%
58%
2015 2018
Extremely or Very Important Labels
Recyclable
BPA-Free
Base: Grocery Shoppers
Significantly different at 95% confidence level

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Fresh & Clean are familiar trends today

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Now, Authenticity is moving front and center
as a brand differentiator

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Authenticity adds VALUE to Clean
Authenticity is a
brand’s assurance
to consumers of an
investment in
quality and
integrity, honesty
and trustworthiness

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Authenticity
means being
genuine and real,
and having a
brand purpose
and brand values
that stand the
test of time.

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Trend Setters, Fresh Authentics
100% Strongly Agree or Agree
vs. 68% of Grocery Shoppers
100% Always or Often
vs. 56% of Grocery Shoppers
I like to try authentic
ethnic foods and
beverages I have not
tried before
Choose freshly
prepared foods and
beverages made
with high-quality
ingredients
100% Always or Often
vs. 55% of Grocery Shoppers
Experiment with
new flavors,
seasonings,
ingredients, or
cuisines

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Who are Fresh Authentics?
62%
Have children
34%
of Grocery Shoppers
53%
Women
64%
College Grads
46%
Millennials
42%
Middle to Upper Income
51%
Married

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Fresh Authentics
34% of Grocery Shoppers
•Watch what they eat / choose beverages for health reasons
•High intent, high activity with respect to eco-behavior
•Very optimistic about impact of their efforts
•High sense of control over personal health based on choices made
•Often think about social responsibility of company when shopping
•Renewable, recyclable, less plastic packaging are high priorities
•High safety concerns about plastic food and beverage packaging, BPA
They have Eco-Healthy attitudes
Base: Fresh Authentics

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They take Eco-Healthy actions
Fresh Authentics
34% of Grocery Shoppers
•Many daily eco-behaviors are second nature
•Saving energy and water are priorities
•Health and environmental impact of packaging influence product choice
•Willing to pay more for quality, healthy, local, and eco-friendly products
•Changing what they buy to avoid chemicals from packaging
•Buying local, organic, certified
•High incidence of vegetarian diet, grow some of own food
•Buy in bulk
Base: Fresh Authentics

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IMPORTANT FOOD AND BEVERAGE LABELS
Grocery
Shoppers
Fresh
Authentics
No artificial hormones or antibiotics 68% 87%
No artificial ingredients 65% 86%
No preservatives 64% 84%
Locally grown 58% 79%
Non-GMO Project Verified 58% 79%
Certified organic 52% 77%
They are resolute about clean labels…

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IMPORTANT QUALITIES FOR
HEALTHY BEVERAGES
Grocery
Shoppers
Fresh
Authentics
Natural 63% 86%
Organic 49% 75%
Cold Pressed 40% 62%
…and clean processing for healthy beverages

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STRONGLY AGREE OR AGREE I HAVE CHANGED WHAT I BUY
Grocery
Shoppers
Fresh
Authentics
To avoid artificial ingredients in foods and beverages 64% 85%
To reduce my exposure to chemicals from food or beverage
packaging
64% 83%
Because of the type or amount of packaging 51% 75%
Fresh Authentics are making changes

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They want packaging to align with ingredients
STRONGLY AGREE OR AGREE
Grocery
Shoppers
Fresh
Authentics
Some packaging can leave undesirable chemicals in beverages 86% 93%
Foods and beverages with healthier ingredient lists should use packaging
materials that are healthier too
71% 88%
Natural and organic products need to do a better job of packaging their
products with recyclable materials
61% 82%

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Responsible packaging is a high priority
Grocery
Shoppers
Fresh
Authentics
It is extremely or very important to choose foods and beverages
that are packaged responsibly 68% 85%
Recyclable packaging is extremely or very important for healthy
beverages 67% 83%
Convenience is a major priority for me when it comes to
packaging 63% 73%

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Corporate commitments to packaging are influential
EXTREMELY/VERY INFLUENTIAL
CORPORATE COMMITMENTS
Grocery
Shoppers
Fresh
Authentics
Only using packaging that is recyclable 72% 85%
Only using packaging made with recycled
materials
69% 85%
Only using packaging made with renewable
materials
68% 83%
Only using packaging that is plant-based 61% 79%

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CORPORATE COMMITMENT IS AN
EXTREMELY/VERY POSITIVE
PURCHASE INFLUENCE
Grocery
Shoppers
Fresh
Authentics
Protecting natural resources 76% 88%
Sustainable forestry initiatives 69% 84%
Corporate commitments to sustainable forestry and protection of
natural resources are influential

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Packaging lends Authenticity credentials
 Packaging with authenticity credentials can add value to brands beyond the usual
package functionalities.
 Package design, including the material the package is made with, can
communicate authenticity.
 Fresh Authentics have significantly more positive perceptions of glass and paper
than plastic or metal for:
 Taste
 Health
 Environment
 Freshness without preservatives
 Nutrient protection

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STRONGLY AGREE/AGREE I TRY TO BUY:
Grocery
Shoppers
Fresh
Authentics
Products in packaging that is recyclable 68% 86%
Beverages that use less plastic in their packaging 61% 84%
Products in packaging that protects the contents
from light
55% 77%
Products in packaging that is mostly made of paper 48% 72%
Products in packaging that is made with plant-based
materials
46% 72%
Fresh Authentics favor recyclable, paper, plant-based
Renewability
plus
Recyclability
will be a higher-level
benefit for shoppers in
2019

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EXTREMELY OR VERY IMPORTANT
Grocery
Shoppers
Fresh
Authentics
To buy brands owned by small companies 54% 73%
Fair Trade labels 55% 78%
To buy store brands 48% 64%
Fresh Authentics are driving movement to small brands, Fair
Trade brands, and even store brands.
They are seeking
shared values with
the brands they
support and buy.

26. They want grocers to help them find the ‘green’
58%
How environmentally
friendly the
product is
58%
How environmentally
friendly the product
packaging is
Retailers should choose what products they put on their shelves based on:
Grocery Shoppers
Fresh Authentics82% 81%

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Five calls to Authenticity
1. Leverage Clean Synergies. Ultimately, the synergies of clean label, clean
processing, and clean packaging are about better personal health.
2. Share Values. Make commitments to desirable practices a part of your
culture and mission.
3. Look at the Whole Package. Think of the packaging as an extension of the
ingredient list for healthy plus sustainable.
4. Remember Recyclable is Responsible. Find ways to communicate package
recyclability on the label for shoppers.
5. Deliver an Authentic Experience. From the ingredients to the packaging,
authenticity is a differentiator for integrity, honesty and trustworthiness.

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Thank you!
For further information, contact:
Linda Gilbert
Lancaster, PA
+1-727-906-3319
linda@ecofocusworldwide.com
.
www.ecofocusworldwide.com