New shopper insights analysis from retail advertising and marketing collective Acosta Group appears to be like on the state of the pure/natural shopper, offering manufacturers and retailers precious info 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 buyers
These shoppers additionally are usually extra prosperous, inserting a better emphasis on main a wholesome life, being ecofriendly and anxious for animal welfare, and making an attempt new merchandise.
“After we ask pure and natural buyers 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 buyers place practically equal significance on substances as they do on worth, whereas standard buyers place extra significance on worth alone.”
One notable discovering of the survey was that when pure/natural buyers 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 “uncertain.”
“This information creates an thrilling alternative for manufacturers and retailers to additional educate each pure and natural and traditional buyers,” stated Risch.
Different key findings and implications from the examine embrace:
- With pure/natural product gross sales on monitor to achieve an estimated $300B in 2024 in accordance with New Hope Community, a broad collection of pure/natural merchandise can be anticipated throughout the omnichannel retailer. This can be particularly related to Gen Z buyers, who could have way more spending energy over the subsequent decade.
- The demand for elevated label and ingredient transparency by producers and retailers will rise and be a essential think about buy selection.
- For non-natural and natural buyers, 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 examine clearly reveals the super alternative for manufacturers and retailers to seek out new methods to have interaction with the subsequent era 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 buyers, a essential part 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 performed with 816 major family buyers, ages 18 – 76, from Acosta’s proprietary Shopper Group. The survey was fielded Oct. 26 – Nov. 4, 2022.
