Vancouver, BC—Social Nature, a product discovery and consumer insights platform, has released its latest report on how natural product consumers are shifting their purchasing behavior through COVID-19, according to a press release.

The report surveyed 3,200 online consumers across the U.S. and Canada and found that, despite COVID’s impact on income, 82% of Americans and 79% of Canadians are still taking a more proactive approach to health management compared to the same time last year.

Improving immunity, specifically, was the fastest growing concern, up 25% from last year, the press release says. However, those surveyed made changes elsewhere as well, choosing brands that help with healthy eating, stress reduction, sleep, and emotional health.

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Consumers are also buying products that they have not previously purchased. The report found that 73% of Americans and 70% of Canadians purchased a new product in the food, beverage, personal care, or household category in the last month.

“Every year, consumers make 200 choices about what to purchase for their body or home. This report shows us that these choices are still being made but the focus is clearly shifted to address the health concerns created by the pandemic,” said Social Nature's VP of Insights, Jessica Malach, in the press release. “To continue to standout, CPG brands must meet the shift consumers are now looking for. Real-time data and immediate feedback are more valuable than ever as we navigate this new normal.”