Shopper Marketing - June 2016 - 50


VIRTUAL ROUNDTABLE: MARKETING TO HEALTHY FOOD SHOPPERS

So what are the best ways for CPG marketers to reach the natural/healthy food shopper?
We asked six industry professionals to weigh in
on how to succeed in this fast-moving space.
How do you define the natural/healthy
food shopper? What makes them distinct?
JOEL WARADY: The definition of clean eating and of healthy food shoppers continues
to evolve. We caution retailers not to chase
fads ... but it's easier said than done.
CHRISTIAN THOMPSON: It's a loose definition, especially when it comes to the shopper's
mindset. Kellogg did a study on this two years
ago: What was interesting is that each shopper
had her own definition of whether she was
eating healthy. It's in the eye of the beholder.
XANDER SHAPIRO: Everything is a spectrum in this space. I don't think there are really
single-issue shoppers. Everyone has some
combination of nutrition and convenience.
Everyone is shopping in all dimensions.
LISA MABE: Healthy food shoppers have
fundamentally different values from other
shoppers. Other consumers are more concerned with price, but for healthy food shoppers, it's about purchasing better-quality food
as an investment in the health, longevity and
vitality of their families.
How big of a market are health-andwellness food shoppers? Is it growing?
JAY LOEFFLER: It's an extraordinarily big industry that is growing rapidly with a ton of
mergers and acquisitions. Large CPG companies are getting into the space. Regardless of
50

y SHOPPER MARKETING JUNE 2016

what generational class shoppers are in, whenever there is a big lifestyle change, such as parenthood, there may be big behavior changes.
According to Baby Center's "2015 State of Modern Motherhood Report," for example, 63% of
mothers reported switching to buying more
natural and organic after their first baby.
WARADY: We are in the "free from" space
- we believe a figure of $12 billion is realistic
when it comes to food shoppers looking for
allergen-free foods.
BILL BISHOP: People have different levels of
commitment to health-and-wellness eating, but
75% of shoppers sometimes have health-andwellness considerations that affect food choices.
THOMPSON: If you're talking the hard-core,
totally holistic folks - who don't want GMOs,
who eat raw food, for example - it's very small.
But in the broader sense of those who don't
want dyes in their food or are looking for an
absence of negative in their food, it's a broader
group. Companies are moving in that direction
because that's what today's shopper demands.
How do you segment shoppers in the
health-and-wellness food space?
WARADY: Our bull's-eye target is those people who have celiac disease or gluten intolerance. And then the outside ring we target those
who choose clean eating as a lifestyle. Within
those groups we segment further. Ninety-four
percent of our customers are women - where
mom is doing most of the shopping.
BISHOP: Some people are committed to
what you might call generally the healthy



Table of Contents for the Digital Edition of Shopper Marketing - June 2016

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
Shopper Marketing - June 2016 - 12
Shopper Marketing - June 2016 - 13
Shopper Marketing - June 2016 - 14
Shopper Marketing - June 2016 - 15
Shopper Marketing - June 2016 - 16
Shopper Marketing - June 2016 - 17
Shopper Marketing - June 2016 - 18
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Shopper Marketing - June 2016 - 20
Shopper Marketing - June 2016 - 21
Shopper Marketing - June 2016 - 22
Shopper Marketing - June 2016 - 23
Shopper Marketing - June 2016 - 24
Shopper Marketing - June 2016 - 25
Shopper Marketing - June 2016 - 26
Shopper Marketing - June 2016 - 27
Shopper Marketing - June 2016 - 28
Shopper Marketing - June 2016 - 29
Shopper Marketing - June 2016 - 30
Shopper Marketing - June 2016 - 31
Shopper Marketing - June 2016 - 32
Shopper Marketing - June 2016 - 33
Shopper Marketing - June 2016 - 34
Shopper Marketing - June 2016 - 35
Shopper Marketing - June 2016 - 36
Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
Shopper Marketing - June 2016 - 41
Shopper Marketing - June 2016 - 42
Shopper Marketing - June 2016 - 43
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Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
Shopper Marketing - June 2016 - S4
Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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