Non-GMO Project Data Drop – August 2021


Who’s choosing the Butterfly? Meet the natural food shopper.

At the Supermarket: Happy Family of Three, Holding Hands, Walks Through Fresh Produce Section of the Store. Father, Mother and Daughter Having Fun Time Shopping.

Curious about today’s natural food shoppers? We were too! That’s why, last year we conducted a large research project to uncover their shopping habits and motivations. It’s no surprise that the Butterfly ranks as “very meaningful” with these folks–they seek clean, trustworthy products and brand transparency. Here’s the full data profile on these consumers. Get to know them!

See the data

Linkage Research January 2020