Marketing to the New Natural Consumer: Understanding Trends in Wellness

A Book by Harvey Hartman with David Wright


Marketing to the New Natural Consumer: Understanding Trends in Wellness is the first in The Hartman Group Book Series. This comprehensive text looks at the evolving natural products marketplace, including a history of the natural and organic industry, an analysis of who the "new natural consumer" is, an exploration of America's changing culture and lifestyle, and marketing implications for building natural brands in the wellness category.

Hartman and Wright have identified key forces driving the growth and realignment of the wellness product category. Through their understanding of how the industry and the market are co-evolving and their perspective of what new skills and strategic reassessments will be needed in this emerging environment, they have provided valuable insight into how to succeed in the natural products world.

David M. Olivier, Senior Vice President, American Home Products Corporation

This is a must read for anyone interested in the explosive growth of the natural foods market in America. Hartman and Wright are to be commended for their command of facts and figures and their lucid style which made this terrific book not just informative but fun to read.

Kevin J. Clancy, Ph.D., Chairman & CEO, Copernicus Co-author, The Marketing Revolution and Marketing Myths that are Killing Business

The Hartman Group has always provided the authentic research on the natural products marketplace. With so many consumers now trying natural products and brands in conventional channels, it is more important than ever to have a factual basis by which to navigate our emerging market.

Tom O'Brien, Executive Vice President/COO, Tom's of Maine