Farm to Pharma

Exploring Emerging Opportunities in Organic & Natural and Functional Foods and Beverages

Foods and beverages have long been at the center of consumers' wellness lifestyles and are often the first step in health and wellness adoption. In U.S. culture, food is fuel for the body providing energy and sustenance. Given the essential and frequent nature of food and beverage consumption, consumers reason that nothing else will affect their health and wellness as significantly as what they eat and drink.

When consumers think about health and wellness impacts, they think about what goes in their bodies. Evidence of this sentiment can be seen in the expansive growth of organics and functional foods across a broad swath of the mainstream marketplace. Consumers repeatedly state they would rather pay more for organic foods and beverages today than pay more for healthcare tomorrow.

Given this importance, one begins to understand the widespread interest in foods and beverages that align with consumers' wellness aspirations. From ancient grains, coconut water, fair trade chocolates, protein bars, acai, goji berry and other antioxidant-rich superfoods to inherently, enhanced or scientifically functional foods, there seems to be an almost insatiable demand for healthy foods and beverages of all types and delivery forms.

The scope of consumer demand for diverse wellness foods is blurring the playing field for emerging health and wellness consumables. Are we talking about "natural", whole, real foods or are we talking about enhanced, fortified or scientifically created products? Only consumers can define which categories of foods and beverages they believe are most "functional."

Never has the world of healthy foods and beverages been so complex. To help companies better understanding of consumers evolving and emerging perceptions, attitudes and behaviors along the continuum of foods from fresh to functional, the Hartman Group is launching the syndicated study, Farm to Pharma: Exploring Emerging Opportunities in Organic & Natural and Functional Foods and Beverages.

Farm to Pharma will explore strategic topics such as:

The intersection between consumer perceptions of natural/organic/clean foods and beverages and scientific/functional foods and beverages will be examined in step with overall trends in health and wellness. This examination will uncover new whitespace opportunities along the continuum of natural to functional.
Examine consumers by "farm to pharma" food and beverage cues, lifestage, health and wellness orientation and demographics
Channel and retail opportunities (grocery, mass, club, drug and dollar)

The study will include a strong longitudinal component that tracks how the landscape has changed over time.

Farm to Pharma is scheduled to field in the second quarter of 2012. Download the study overview for a more detailed description of the study scope, objectives, methodology and customization options. Sign up now to take advantage of special pricing for early participation. A limited number of early sponsors will have the opportunity to add their own study questions.

Have unique questions or information needs?

A limited number of early sponsors will have the opportunity to add a proprietary component.

Proprietary components may include oversample of specific demographics, banner runs by shopper types, category-specific analyses, or adding additional product categories.

Proprietary elements will not be published in the general report and will be the sole property of that sponsor.