Organic products have been skyrocketing in popularity over the past several years, and is a trend that shows no signs of slowing down anytime soon. Sales for organic products currently account for $52.5 billion, a figure which continues to rise. Once only available in local specialty shops or retailers like Whole Foods, many regular grocery stores have now have devoted a significant amount of shelf space to these products. But marketing organic products does require a different approach.
Identify Your Customer
The consumer who buys organic products is not the same as the consumer who is shopping for regular items in your store. Although many people will occasionally opt for organic products when given a choice, the customer who values organic foods will typically be very health-conscious. According to Consumer Reports, organic food can cost an average of 45-50% more than a similar non-organic product. Therefore, the organic shopper will almost always usually have a higher grocery budget, and won’t hesitate to spend it when they feel it is necessary. They also value quality, however. They have high expectations about how a product will taste and how it will affect their health, and when they find something they like, they are quite loyal. For many parents, buying organic is important to the wellbeing of their children. Studies have shown that eight out of ten families in the United States have purchased organic foods at least once in the past two years. That’s a lot of potential customers!
Presentation is Key
Buying organic products can feel like a luxury, and they should be positioned as such in your store. Many grocers tend to group popular organic items together in a “Healthy Shoppers” aisle, which not only helps your customers quickly hone in on what they’re looking for, but it makes them feel recognized and special. Display unique signage when marketing organic products that calls to mind nature and healthy activities, both of which are important to this type of consumer. Make samples available when possible, as many like to try products out before they pay a premium price for them. For kid-related items, position them at eye-level for children and market them together with similar items for maximum sales.
In order to draw more customers into your store to buy these products, devote space in your sales flyer to new and exciting organic products, or consider creating a supplemental brochure that focuses solely on those items! This is also a great way to educate your shoppers on the benefits of organic products and entice them to come to your store for a purchase. Social media is also a valuable resource to market to the healthy consumer.
There are so many ways things to consider when marketing organic products to your customers, but given the increasing sales potential of these products, implementing these strategies in your store is sure to pay dividends.