Healthy Living: Organic & Natural Products

The market for both organic and natural products is exploding with growth. This is at a time when the fundamental competitive structure of the industry is evolving from entrepreneur-led businesses into a mass-market with large, medium and small companies contending for both existing customers and entirely new emerging consumer market segments.

The Healthy Living report series recognizes that there are diverse segments of consumers within this market and can identify the segments that represent the most potential to various marketers of organic and natural food and beverage products.

By analyzing the world of wellness based on a number of different product categories and a wide range of distribution channels, The Hartman Group's analysis in Healthy Living: Organic & Natural Products drills down to the intricate details of consumers' shopping patterns.

Healthy Living: Organic & Natural Products answers:

Understanding consumers' lifestyle drivers establishes a foundation for how they integrate organic and natural products into their wellness regimes. Our research about how consumers live analyzes the following from a consumer perspective:

• Definition of the term "wellness"
• Assessment of personal health
• Proactive healthy lifestyles
• Knowledge about wellness lifestyles
• Focus on environmental issues and community activities

Organic and natural products are key elements of many wellness lifestyles. Hartman Group analysis of consumer shopping behavior for these products in specific retail channels in the larger context of the wellness marketplace provides critical marketing insights on:

• Consumer mix
• Opportunity gaps
• Cross-channel shopping behavior
• Single-channel retention

Consumers use organic and natural products along with a wide variety of other wellness-related products. Analysis of how these categories support consumers' wellness lifestyles includes:

• Frequency of use of organic and natural products
• Importance of organic/natural products to consumers wellness lifestyles
• Specific product category comparisons
• Motivators and inhibitors to purchase
• Cross-usage of organic products