Who buys natural, organic and other healthy products? Why?

View the just released Consumer Segmentation white paper from New Hope Natural Media.  This one of the best analysis of purchasing styles of demographic and psychographic market segments for natural health.

Click on the cover graphic above to view the entire report.  Or select the button below to view the PDF version.

“Who buys natural, organic and other healthy products? The answer goes well beyond the typical label-obsessed mom with young children, as New Hope Natural Media has learned through our new consumer segmentation research. We conducted this research because we wanted to more deeply understand why consumers are buying (or are not buying) the health and wellness products exhibited at our Natural Products Expos and sold within retail. More important, we wanted to share this information with the broader natural products industry to help suppliers, manufacturers and retailers accurately predict which new product concepts will be most successful and know whom to target and how with these healthy offerings.”

“The result is New Hope’s Market Innovation Consumer Segmentation study. The starting phase of this research was based on a survey of more than 5,000 U.S. consumers conducted in July 2013. The survey, which represents more than 90 percent of the U.S. population, identified a new breakout of five distinct consumer segments based on attitudes and behaviors regarding the acceptance and adoption of healthy habits and products.” New Hope Natural Media, 2014

 

By: Dan Charobee, MBA