JACKSONVILLE, FLA.--(BUSINESS WIRE)--
In recent years, the natural and organics category has seen significant growth, but the profiles and motives of today’s natural/organics shoppers are drastically different than they were less than a decade ago. The latest Hot Topic Report, Back to Our Roots: The Rise of the Natural/Organic Shopper, from Acosta — a leading full-service sales and marketing agency in the consumer packaged goods (CPG) industry — explores modern-day natural/organic shoppers, including what they’re buying and from where, why they purchase these foods, and how they get information about the products’ ingredients and processes.
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Insights from Acosta's latest Hot Topic Report about natural/organic grocery shoppers. (Graphic: Business Wire)
“Not so long ago, shoppers interested in natural and organic food had to seek out specialty stores to find the items they wanted,” said Colin Stewart, Senior Vice President at Acosta. “Now, not only has the growing popularity of non- or minimally processed food fed the rise of major specialty retailers, it is also transforming product development and grocery retail across various channels as the profiles of natural and organic shoppers evolve.”
Acosta’s Back to Our Roots: The Rise of the Organic Shopper reporttakes an in-depth look at these shopper profiles, highlighting:
Who are natural/organic shoppers?
It’s not surprising that Millennials are helping to drive the natural/organic trend, but GenXers and families also play a large role.
What are natural/organic shoppers buying?
Shoppers are seeking natural/organic products in categories with an increased penetration rate, including dairy, cereal/oatmeal, snacks, pasta/grains and soup.
Where do natural/organic shoppers shop?
Each generation of natural/organic shoppers has its own preference of where to shop for these items.
Why are shoppers choosing or not choosing natural/organic products?
There are several factors that influence natural/organic shoppers’ decisions to buy these products, but also several barriers that inhibit purchases.
How are shoppers learning about the natural/organic products they buy?
While price is a primary barrier for natural/organic shoppers, the runner-up across channels is “conflicting information or studies about products,” as shoppers are confused about exactly what is good for them.
“Motivated by a desire for better health and transparency, natural and organic shoppers are a powerful force that retailers and brand marketers must study and speak to carefully,” Stewart continued. “This category is one of the most important sales and marketing opportunities in retail grocery today, and all indications are strong growth will continue well into the future.”
Back to Our Roots: The Rise of the Natural/Organic Shopper was completed using research conducted by Acosta, as well as the company’s experience working with the nation’s largest CPG manufacturers and retailers. To access the full report, visit www.acosta.com/hottopicreports.
Acosta is the sales and marketing powerhouse behind most of the trusted brands seen in stores every day. The company provides a range of outsourced sales, marketing and retail merchandising services throughout the U.S. and Canada. For 90 years, Acosta has led the industry in helping consumer packaged goods companies move products off shelves and into shoppers’ baskets. For more information, please visit www.acosta.com.
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