Winning the natural and organic shopper
By Andrew Elliot, VP, CPG, WD Partners and John Youger, Director, Strategy & Insights, WD Partners The days of finding one-off natural food co-ops and off-the-grid country markets for grass-fed beef or almond milk hand cream are over. Today it's as close as the nearest convenience store. While healthy eaters and environmentally conscious shoppers appreciate options that reflect their values, the sheer abundance and ongoing ambiguity around "natural" labeling still can confuse and overwhelm. Here are four ideas to help retailers and manufacturers thrive in this important, still-emerging marketplace.