Acosta’s Back to Our Roots: The Rise of the Organic Shopper report takes an in-depth look at shopper profiles
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 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.
“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 report takes 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.
• Millennials purchase natural/organic food most frequently, with on average 60% of their food baskets containing half or more natural/organic products.
• GenXers are second to Millennials with 34% of their purchases consisting of natural/organic products.
• Of shoppers with baskets that contain 50% or more natural/organic items, 64% have children, compared to only 36% for households with no children.
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.