What’s really in consumers’ minds in their quest for clean label? To help you understand the motivations and opinions behind purchase behavior, FONA put together a panel of shoppers. The group spans the spectrum from Clean Savvy to Clean Avoider (visit www.fona.com/clean for details about our clean consumer personas). The group gets regular assignments, and we share our learnings with you!
This week, our shopper panel took on natural claims. What’s their take on organic and non-GMO? What are they avoiding? Where does taste play a role? And what is the universal motivator for each of our consumers?