The types of consumers who buy natural, organic and other healthy products go way beyond the stereotypical label-obsessed mom. As New Hope Natural Media's newly-released Market Innovation Consumer Segmentation study shows, the best natural products customers are a diverse bunch from young, image-conscious males to older consumers devoted to heeding doctors' recommendations.
For the study, we surveyed more than 5,000 U.S. consumers in July 2013 in order to understand why consumers are buying (or are not buying) and, more importantly, to share this information with the natural products industry to help suppliers, manufacturers and retailers know who to target and how with their healthy offerings.
We already introduced the #Young4Ever consumer segment, but here we take a deeper look into what motivates these shoppers. This group, which skews younger and male, just may be a better target market for healthy products than the "uber moms" most traditional consumer segmentations often focus on for the natural and organic market.
Want to explore the other consumer segments? Check out these infographics and related videos:
- Chief Health Officers: infographic or video
- Guilty and Defeated: infographic or video
- 4 Out of 5 Doctors: infographic or video
- Life Tastes Good: infographic or video
To learn more about New Hope’s Market Innovation Consumer Segmentation, e-mail Len Monheit at firstname.lastname@example.org, Dave Kingsbury at email@example.com or Tara Burkley at firstname.lastname@example.org.