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The market research firm today expanded its insight on what most attracts consumers looking for where their products came from and how they were made.
The findings are part of the group's 2007 LOHAS consumer trends database released earlier this year.
LOHAS ('lifestyle of health and sustainability') consumers make up about a quarter of the US population and are classified as those with strong environmental and social values who base many of their purchasing decisions accordingly.
"LOHAS consumers are attractive for a variety of reasons, including brand loyalty, influence over others and price insensitivity," according to NMI.
The survey results focused on today show that given a choice between artisanal, fair trade, organic and local foods and beverages, both general population adults and LOHAS consumers ranked artisanal first - followed by fair trade, organic and local.
"The concept of buying local has received a great deal of media attention this year," said NMI Managing Partner Steve French.
"It was interesting to discover that of the four choices presented to them, consumers ranked it last and that artisanal was by far the most important criteria. This observation points out the need to stay abreast of ever-changing consumer trends."
According to NMI, in ranking artisanal first, consumers voice their interest in more unique products rather than mass commoditization that has traditionally driven the market.
"Artisanal products tend to be more exclusive and therefore provide the consumer with a way in which to feel distinctive about their purchase," it said.
"This allows the product to be a better reflection a consumer's individualistic style and interests. Artisanal products also tie in to a broad-based experiential trend NMI has observed for several years."
