Joan Treistman

Market Baskets See Organic Sales Growth

August 17, 2010

FROM RETAILWIRE:
While much of the reporting in recent years has shown consumers trading down in grocery stores, a new survey shows demand for higher-priced natural and/or organic products on the upswing. What is your takeaway from the big increase in the numbers of consumers who report that natural and/or organics make up at least 25 percent of their food purchases?      [more...]

Breyer's ice cream has been all natural forever. Does that count in this study?

I'm not disputing the results but suggesting there is a need for a deeper dive into the numbers. What exactly are consumers buying when they commit to all natural/organic products? There are lessons in them thar hills.

363 days a year, consumers are satisfied with buying Private Label cranberry sauce. For Thanksgiving and Christmas it has to be Ocean Spray. The same process that leads shoppers to buy these brands is probably at work for organic and natural products. Simply said, the shopper decides what is appropriate for the particular use.

And that's why this article leaves me hanging. If I know what natural and organic products and brands consumers are buying I have a better understanding of the opportunities for the various retailers who distribute organic and natural products.

For example, I may want all natural for my pet food. I may want organic produce, but care less about dairy products. Farfetched? But still not a certainty. Note many shoppers are happy with private label cottage cheese, because they think it's all the same...taste and quality, but costs less. Which categories make consumers pause; which don't?

The answers to these questions and others that affect the purchase decision are what will help retailers realize the opportunities from natural/organic products.