Charliep often quotes from Food Navigator, so
am sharing this recent article:
Across the board, consumers are embracing
natural and organic products more and more,
with natural/organic retail sales reaching $81.3
billion in 2012, up 13.5% from the year before.
But two small “power shopper” groups, together
comprising 18% of consumers, account for
almost half of all sales of natural/organic
products, according to a recent study by
Information Resources Inc. and SPINS. This
leaves 82% of consumers who still haven’t
reached their buying potential in this fast-growing
CPG segment.
The two firms surveyed 5,000 consumers for the
study, and supplemented the segmentation by
integrating shopper behavior information primarily
from IRI’s National Consumer Panel.
Through the study, IRI and SPINS found that two
leading purchasing segments—dubbed true
believers and enlightened environmentalists—
make up for 46% of all natural/organic product
sales.
True believers are just that—proven believers in
the benefits of natural and organic products,
according to the study. They are passionate
about staying fit and healthy, are focused on
trying new things, and want to serve as strong
role models for their children. With a median
income of $65,000, this segment has an average
age of 40, attended college and post-graduate
studies in some cases.
Enlightened environmentalists are above all
passionate about the environment and making
choices to support it. With a median income of
$57,000 and an average age of 63, this segment
makes a concerted effort to make healthier
choices, going out of their way to shop at stores
with natural/organic products.
The following five segments comprise the
remaining 54% of sales.
Strapped seekers – This group likes trying new
things and wants to adopt a healthy lifestyle, but
knows they should make healthier choices than
they do. With a median income of $45,000 and
median age of 45, these shoppers represent all
levels of education.
Healthy realists – This group prioritizes being
healthy and fit. They are often the first among
their friends to try something new, but can have
difficulty deciding whether to buy healthy or
traditional products. Their average age is 39; they
have attended college and earn a median income
of $65,000.
Indifferent traditionalists – Leading a simple life
with few passions, they may try healthy products
but do not consider themselves on the leading
edge of change. With a median income of
$46,000 that skews under $25,000, these
shoppers are aged 65 on average and have a
high school education.
Struggling switchers – These shoppers are
focused on staying within their budgets, having
suffered during the last recession. They also
want to eat healthier and getting more exercise.
With a median income of $56,000, they are aged
39 on average and attended all levels of school.
Resistant non-believers – With very little desire to
explore other options for things to buy, this group
stays loyal to the products they know. They have
completed high school; have an average age of
52 and a median income of $48,000.
“Manufacturers and retailers have a significant
opportunity to better understand and tap into the
needs, wants and motivations (of the true
believers and enlightened environmentalists)—
not only to drive sales volume but also to
continue to deliver the innovative products that
shape our industry,” said Tony Olson, CEO of
SPINS, in a statement. “At the same time, it is
important to motivate shoppers in other segments
to expand their knowledge of natural/organic
products to stimulate buying behavior and ensure
long-term growth.”.
My last Rhino rise this morning and eyes are
running and cheeks stinging, Parsley.
am sharing this recent article:
Across the board, consumers are embracing
natural and organic products more and more,
with natural/organic retail sales reaching $81.3
billion in 2012, up 13.5% from the year before.
But two small “power shopper” groups, together
comprising 18% of consumers, account for
almost half of all sales of natural/organic
products, according to a recent study by
Information Resources Inc. and SPINS. This
leaves 82% of consumers who still haven’t
reached their buying potential in this fast-growing
CPG segment.
The two firms surveyed 5,000 consumers for the
study, and supplemented the segmentation by
integrating shopper behavior information primarily
from IRI’s National Consumer Panel.
Through the study, IRI and SPINS found that two
leading purchasing segments—dubbed true
believers and enlightened environmentalists—
make up for 46% of all natural/organic product
sales.
True believers are just that—proven believers in
the benefits of natural and organic products,
according to the study. They are passionate
about staying fit and healthy, are focused on
trying new things, and want to serve as strong
role models for their children. With a median
income of $65,000, this segment has an average
age of 40, attended college and post-graduate
studies in some cases.
Enlightened environmentalists are above all
passionate about the environment and making
choices to support it. With a median income of
$57,000 and an average age of 63, this segment
makes a concerted effort to make healthier
choices, going out of their way to shop at stores
with natural/organic products.
The following five segments comprise the
remaining 54% of sales.
Strapped seekers – This group likes trying new
things and wants to adopt a healthy lifestyle, but
knows they should make healthier choices than
they do. With a median income of $45,000 and
median age of 45, these shoppers represent all
levels of education.
Healthy realists – This group prioritizes being
healthy and fit. They are often the first among
their friends to try something new, but can have
difficulty deciding whether to buy healthy or
traditional products. Their average age is 39; they
have attended college and earn a median income
of $65,000.
Indifferent traditionalists – Leading a simple life
with few passions, they may try healthy products
but do not consider themselves on the leading
edge of change. With a median income of
$46,000 that skews under $25,000, these
shoppers are aged 65 on average and have a
high school education.
Struggling switchers – These shoppers are
focused on staying within their budgets, having
suffered during the last recession. They also
want to eat healthier and getting more exercise.
With a median income of $56,000, they are aged
39 on average and attended all levels of school.
Resistant non-believers – With very little desire to
explore other options for things to buy, this group
stays loyal to the products they know. They have
completed high school; have an average age of
52 and a median income of $48,000.
“Manufacturers and retailers have a significant
opportunity to better understand and tap into the
needs, wants and motivations (of the true
believers and enlightened environmentalists)—
not only to drive sales volume but also to
continue to deliver the innovative products that
shape our industry,” said Tony Olson, CEO of
SPINS, in a statement. “At the same time, it is
important to motivate shoppers in other segments
to expand their knowledge of natural/organic
products to stimulate buying behavior and ensure
long-term growth.”.
My last Rhino rise this morning and eyes are
running and cheeks stinging, Parsley.