This report seeks to provide strategic insights and information on how the activities, attitudes and behaviors of the American consumer intersect to drive a diverse market in the natural products industry. The first of it's kind, this report is meant to fill in the gaps (cultural change, lifestyles, behavior, context, etc.) left by traditional quantitative research. Data for this report was gathered in the form of 500 hours of interviews with consumers in four metropolitan markets. This report is a comprehensive account of cultural change and lifestyle patterns among natural product consumers | 