Despite the considerable amount of skepticism when it comes to natural and organic products, there is a segment of shoppers that might not be huge, but is loyal to buying these types of products. The categories with most loyal shoppers of natural or organic products are baby food, produce, dairy, and vitamins/supplements. According to The PULSE of Shopping Life: Natural & Organic report’s findings, two in three shoppers consider organic/natural products to be expensive. This fact is not surprising bearing in mind the adverse, long-standing economical climate. However, the finding that around one in three shoppers believe that organic/natural products are beneficial for themselves or the environment and many don’t even believe the label is the area where the potential of effective addressing shoppers’ doubts and confidence lies.
Regardless of these seemingly negative findings, twice as many shoppers are buying more organic/natural products, compared to those buying less one year ago. The research results confirm that buying natural/organic is a trend that is still growing, especially among younger shoppers and mid- to high-income shoppers. Organic and natural products have evolved from the hottest new trend to a staple in most stores, and reinforcing the values of choosing natural or organic products will only contribute to the segment’s growth.
The question of what actually is the definition of “natural” specifically in the personal care segment and how to communicate natural and organic to customers is one of the issues also tackled by Kline’s upcoming report – Natural Personal Care: Global Market Brief. Examination of the fastest growing segments, the current market leaders and, most importantly, where business opportunities reside are engaged in this report.
Natural and organic products are here to stay. Retailers and manufacturers should continue to offer them and expect further growth. It is never good for business when a majority of people say something is expensive, but few believe it is a premium worth paying. The generic messaging surrounding why consumers should buy natural or organic products has to carry more conviction and further communicate benefits. What does this mean?
Learn more with WSL/Strategic Retail’s The PULSE of Shopping Life: Natural & Organic report and Kline’s Natural Personal Care: Global Market Brief.
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