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Health-Conscious Consumers Find Their Fix at Trader Joe’s and Whole Foods: NetBase Brand Passion Index Evaluates Quinoa and other Nutritious Food Fads

MOUNTAIN VIEW, Calif. – January 11, 2012 – NetBase, the Social Media Insight & Analysis company, today announced the first Brand Passion Index of the New Year, measuring consumer passion for five healthy food fads to start the year off right. The Index used the NetBase Insight Workbench to surface the emotions, opinions and behaviors expressed by online consumers for five nutritious foods: kale, quinoa, pomegranates, acai berries and wheatgrass. The surfaced data was analyzed using three key metrics: share of buzz, net sentiment and passion intensity.

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 thatt consumers most talk about Trader Joe’s and Whole Foods as the preferred places to get their quinoa, acai berries and kale fixes.

In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.

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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About NetBase

NetBase delivers the social intelligence that global enterprises need to make smarter business decisions faster, making it possible for them to become
next-generation customer-to-business (C2B) companies. Built on the most advanced natural language processing (NLP) engine, our insight and analysis solutions help decision makers listen carefully to what consumers are saying on the social web, understand their opinions, passions, and behaviors, and act confidently to improve their social media P&L. Serving hundreds of corporate customers, our products were developed in partnership with five of the top 10 CPG companies, including Coca-Cola and Kraft, and are used by leading agencies, including GfK and J. D. Power & Associates. NetBase powers the weekly Sentiment Tracker report in the Wall Street Journal and its solutions are sold globally by SAP AG. For more information, visit http://www.netbase.com/, @Net_Base, our Facebook page, LinkedIn, or YouTube.


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