Natural and Organic Products

tion (OTA), points out that two-thirds of organic shoppers are new to the category at any given time, according to OTA research, so education is key.

“That fact, combined with the sheer complexity of the label, means that brands and retailers are constantly in the position of educating about what organic means,” she notes. “At the same time, food inflation is real, and the unbridled spending on grocery that we saw during the worst of the pandemic has come to an end. Shoppers have demonstrated they are willing to pay more for products that align with their values. They look to retailers to help them understand and prioritize.”

To help retailers in their outreach efforts, OTA offers a Good Organic Retail Practices Guide that includes tips on handling, display and marketing organic products, as well as an Organic Opportunity Communications Toolkit, which it describes as a science-backed information resource.

Sarah Christiansen, VP of shopper insights and category leadership at Campbell Snacks, a division of the Camden, N.J.-based Campbell Co., confirms that shoppers seem more eager than ever to learn about ingredients. “Since the pandemic, wellness remains top of mind for consumers, and we’re seeing nearly half of shoppers pay more attention to food labels and ingredients compared to pre-pandemic levels,” observes Christiansen, citing Kantar ShopperScape research.

SPINS’ Henkel stresses that the idea of value isn’t solely related to price for many shoppers. “Throughout the pandemic, we’ve seen shoppers rediscover the joys of better-for-you and small indulgences at home,” he notes. “Since health and wellness continues to be a central priority for shoppers, grocers need to address the ‘total basket’ — realizing premiums on truly unique products while ensuring commoditized offerings create an affordable foundation in the basket.”