With the U.S. obesity epidemic grabbing constant media attention, it can be easy to forget that many Americans are actually becoming more health conscious. Maybe it’s that all the obesity coverage is helping educate consumers on the importance of a healthy diet. Maybe it’s the increasing availability of healthier products (22 percent of IRI’s 2012 New Product Pacesetters offer healthier-for-you benefits). Whatever the reason, 64 percent of consumers are eating healthier today and the natural products industry is experiencing enormous growth.
Nearly every U.S. household purchased natural products in the past year. More than two-thirds of households are buying organic products. The natural products market topped $80 billion in 2012, and is experiencing double-digit, year-over-year growth. But, in order to sustain this impressive growth, natural products retailers and manufacturers need to know as much as possible about the natural consumer.
To help accelerate the natural and organic products industry’s growth, we recently announced a partnership with SPINS LLC, the leading provider of information and insights surrounding the natural and specialty products industry. The partnership bolsters IRI’s Consumer Network™ household panel by integrating SPINS’ unique natural/organic food segmentation data to create a new natural/organic segmentation capability.
In partnering with SPINS, we’ve significantly expanded our knowledge of the natural/organic sector and can give our clients a more holistic view of both the natural/organic products industry and the overall health and wellness sector. With IRI and SPINS’ combined data, CPG manufacturers and retailers can gain a fully integrated view of how consumers think about, shop for and actually buy natural products.
Together with SPINS, we’ve created a comprehensive view of consumers in the rapidly growing natural/organic sector. We now offer specific segmentation data and insight into this unique population, allowing manufacturers and retailers to more effectively identify, understand and market to the consumers who purchases natural and organic products. This powerful segmentation also enables marketers to better craft and execute plans for natural product distribution, marketing, trade spending and product development.
Please see our recent press release for full details on the partnership, and leave us a comment to let us know how your company is taking advantage of the natural/organic industry’s enormous growth!