New shopper insights analysis from retail advertising collective Acosta Group seems to be on the state of the pure/natural shopper, offering manufacturers and retailers beneficial data to drive development in retailer and on-line.
Pure and natural product gross sales proceed to climb, and curiosity and utilization has elevated throughout all age teams, notably Gen Z and Millennial consumers
These customers additionally are usually extra prosperous, inserting 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 an important 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 tendencies at Acosta Group, in a information launch. “These consumers place practically equal significance on substances as they do on value, whereas typical consumers place extra significance on value alone.”
One notable discovering of the survey was that when pure/natural consumers are requested to elucidate the distinction between pure and natural, many discover it difficult, usually responding that the 2 are “comparable” or that they’re “not sure.”
“This information 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 examine embrace:
- With pure/natural product gross sales on observe to achieve an estimated $300B in 2024 in response to New Hope Community, a broad number of pure/natural merchandise will probably be anticipated throughout the omnichannel retailer. This will probably be particularly related to Gen Z consumers, who may have way more spending energy over the following decade.
- The demand for elevated label and ingredient transparency by producers and retailers will rise and be a vital consider buy alternative.
- For non-natural and natural consumers, 73 % listing value as the first barrier to buy, with 47 % saying that typical merchandise are “extra sensible” and 44 % expressing skepticism in regards to the “hype” across the merchandise.
“This examine clearly reveals the large 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 development with these consumers, a vital element is bridging the bodily and digital shelf with an omnichannel technique that can drive conversion and model desire.”
Acosta Group’s Pure and Natural on-line survey was carried out with 816 major family consumers, ages 18 – 76, from Acosta’s proprietary Shopper Neighborhood. The survey was fielded Oct. 26 – Nov. 4, 2022.