9% of US population account for 46% of natural/ organic product sales
SPINS NaturaLink, a segmentation of the entire US population carried out by IRI and SPINS, focused on how shoppers think about, purchase and use natural, organic and eco-friendly products.
The segmentation generated seven consumer segments, of which two were deemed to offer the most opportunity for retailers and manufacturers: “true believers” and “enlightened environmentalists” together make up only 9% of the US population, but account for 46% of all natural/ organic product sales.
According to the segmentation:
True believers are “passionate about staying fit and healthy, focused on trying new things and are strong believers in the benefits of natural/ organic products”.
Enlightened environmentalists are “passionate about the environment and making good choices to support it […], they will go out of their way to shop at stores that carry natural/ organic products”.
More detail on these and remaining segments can be found here.
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