New shopper insights analysis from retail advertising collective Acosta Group appears to be like on the state of the pure/natural shopper, offering manufacturers and retailers priceless info to drive progress in retailer and on-line.
Pure and natural product gross sales proceed to climb, and curiosity and utilization has elevated throughout all age teams, significantly Gen Z and Millennial consumers
These shoppers additionally are usually extra prosperous, putting the next emphasis on main a wholesome life, being ecofriendly and anxious for animal welfare, and attempting new merchandise.
“After we ask pure and natural consumers of all ages a very powerful affect of their product selections, the highest response is their concentrate on being more healthy, together with the avoidance of chemical substances, pesticides and processed meals,” stated Kathy Risch, SVP of shopper insights and traits at Acosta Group, in a information launch. “These consumers place almost equal significance on components as they do on worth, whereas standard consumers place extra significance on worth alone.”
One notable discovering of the survey was that when pure/natural consumers are requested to clarify the distinction between pure and natural, many discover it difficult, typically responding that the 2 are “comparable” or that they’re “uncertain.”
“This data creates an thrilling alternative for manufacturers and retailers to additional educate each pure and natural and standard consumers,” stated Risch.
Different key findings and implications from the research embody:
- With pure/natural product gross sales on observe to succeed in an estimated $300B in 2024 in line with New Hope Community, a broad choice of pure/natural merchandise might be anticipated throughout the omnichannel retailer. This might be particularly related to Gen Z consumers, who may have much more spending energy over the following decade.
- The demand for elevated label and ingredient transparency by producers and retailers will rise and be a crucial consider buy alternative.
- For non-natural and natural consumers, 73 % record worth as the first barrier to buy, with 47 % saying that standard merchandise are “extra sensible” and 44 % expressing skepticism in regards to the “hype” across the merchandise.
“This research clearly reveals the super alternative for manufacturers and retailers to search out new methods to interact with the following technology shopper that’s stimulating the pure and natural class,” stated John Carroll, president of digital commerce and superior analytics for Acosta Group, within the launch. “To assist additional progress with these consumers, a crucial part is bridging the bodily and digital shelf with an omnichannel technique that may drive conversion and model choice.”
Acosta Group’s Pure and Natural on-line survey was performed with 816 main family consumers, ages 18 – 76, from Acosta’s proprietary Shopper Neighborhood. The survey was fielded Oct. 26 – Nov. 4, 2022.
