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NetBase Brand Passion Index: Health-Conscious Consumers’ Purchases at Trader Joe's and Whole Foods
What are health-conscious consumers buying at Trader Joe's and Whole Foods? The latest NetBase Brand Passion Index evaluates quinoa and other nutritious food fads.
The Insight Workbench found that social media users not only love eating healthy foods, but they also love talking about it. Over 2 million soundbites contined positive net sentiment and passion intensity for the topics. Pomegranates emerged as the buzz winner, generating 34% of the overall chatter, and maintained high marks with a Net Sentiment score of 75 and a Passion Intensity score of 61. POM, Kool-Aid, Welch and Old Orchard were the hottest pomegranate brands discussed.
Quinoa and acai berries had the highest Net Sentiment scores, tying at 85, while acai berries edged quinoa out by a mere one point, for the highest Passion Intensity score at 82. Further analysis uncovered that consumers most talk about Trader Joe's and Whole Foods as the preferred places to get their quinoa, acai berries and kale fixes.
Verbatim surfaced about pomegranates showed that online consumers can't stop talking about the jewel-toned fruit for its many benefits: everything from its flavor and nutritional value to its effect on the skin were extolled by social media users.
-After all, pomegranates are good for you, as well as delicious
-Pomegranate is the perfect additive for the skin
-It's official: Pomegranates are pretty and fun to eat
-Pomegranate has to be one of the best natural snacks!
Conversations about passion winner, acai berries, showed that its glowing reviews are due to of the abundance of health benefits, especially antioxidants, from the small, flavorful berries:
-Acai berries are great antioxidants -- and great in smoothies and yogurt parfaits...
-I love Acai Berry and it is now part of my daily weightloss routine
Seriously I'm sure the Acai Berry are better than crack
-@BillCorbett I hear that those ACAI BERRY DIETS are better than life/sex itself!
-Despite only generating 13.5% of the conversations, quinoa still has a mighty following who raved about loving the tasty grain.
-Quinoa is quick, easy to prepare and delicious
-Quinoa is my new favorite thing
-@DwellStudio Quinoa is pretty much the best thing ever
-To say that I'm a quinoa fan is an understatement
Each month, the Brand Passion Index analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog.
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Page Updated Last on: Jun 19, 2012