While the natural and organic shopper is typically portrayed as higher educated/income older baby boomers and younger single millennials, an important and growing segment is popularly labeled as the “Whole Foods Mom”. Based on the recent top natural food trends that market is poised to explode.
Those trends – more shopping for Convenience, greater awareness of Allergens, growth in Meat-free meals, increased focus on Buying Local, and the trend toward it being Cool To Care don’t necessarily speak only to moms, but play a large role in her grocery purchase. This is, of course why you rapidly are seeing dedicated natural and organic sections in traditional grocery chains.
But moms still represent a small percentage of purchases of natural and organic food. Much of that is not due to lack of need, but rather from lack of understanding. Over 75% of new moms and moms of young children have bought SOME organic foods. Newish parents are information hungry and natural media and manufacturers do a good job speaking directly to their concerns about health and safety.
It’s when those moms attempt to branch out to a greater variety of natural products that the whole process bogs down. Whole Food’s moms STILL have health and safety of their children as their first concern. Natural brands though are too often guilty of TMI. (Too much information).
Moms are busy, working, still doing the majority of child care and household tasks. They along with the vast majority of the American public are still pretty confused about the various terms we use in the industry – natural, organic, certified, non-GMO. And frankly, they don’t have time to learn it all.
Green brands that focus on Whole Food’s Moms greatest need – health and safety for herself and for her family will find the going easier than educating her on the differences in terminology. Restrain from sharing TMI. It’s almost always a good thing.
Maryanne Conlin is CEO of RedRopes Marketing, a consulting firm focused on green and sustainable industries, fresh produce, food, Hispanic marketing and marketing to Moms. See her at ExpoEast Natural Foods Expo in Baltimore, speaking on Social Media for Socially Conscious Brands, September 27, 2013 Connect with her on Twitter @maryanneconlin