By Jen Johnston, CHHC, senior marketing services account manager at HRG, with contributions from Michele DeKinder-Smith, president of Linkage Research & Consulting, Inc., for the Step into Natural blog series
In my previous post, with the help of Michele DeKinder-Smith, founder of Linkage Research & Consulting, we described two types of natural products shoppers. Natural shoppers span all generations, all political and religious affiliations, all lifestyle diets, all sexual orientations, and all walks of life. Instead of segmenting natural shoppers by their demographics, Michele has done it based on their motivations. Her descriptions of two of the segments are detailed in my previous post and the remaining three are covered in this post. Do you recognize any of these shopper types as your customers?
“Moderation and Maintenance”
Linkage’s third group’s existence reflects society’s changing understanding of the role nutrition plays in weight management and health. Many consumers today reject the idea of “dieting;” the more modern thinking is that weight can be reduced and/or managed by returning to a more biologically-natural way of eating – more fresh fruits and vegetables, less processed food – and by eating in moderation.
Also in this group are people seeking natural solutions to restore health or address an imbalance, such as high cholesterol. They may be asking questions about the benefit of red yeast rice vs CoQ10 supplementation.
Whether focused on weight management or a return to balanced health, these consumers may appear somewhat fickle. They will ask about the latest trends, so it is helpful to them if you keep up with emerging news on the effect food has on the body. As you interact, keep in mind that they are not simply jumping on the bandwagon with the latest trend. They ask about the latest because they are experimenting on their own. When they find something that works, they keep it. But if they’ve taken that red yeast rice for three months and seen no result, they will begin experimenting with something new.
“Simply Smart”
This group also reflects our evolving society. These are normally healthy consumers with no specific health goal other than to live a vibrant, energetic life for as long as 
possible. Philosophically, most believe that the best way to live is to eat a wide variety of natural, unprocessed foods the majority of the time. When shopping your store, they’re looking for healthier snacking options, cleaner labels, and simple ingredients. Unlike the health-conscious consumer of the past, this group is less likely to supplement with vitamins and minerals, preferring instead to get their nutrients through real whole food as much as possible.
“Feed the Spirit”
This final segment consists of consumers whose purchase decisions are driven by their ethical beliefs about how people should treat animals, each other, and the planet. One example is Veganism, which is growing rapidly as people consider the ethical treatment of animals and also learn more from science about the environmental impact of people eating an omnivorous vs. plant-based diet. As an example, these consumers (along with those in the Feed the Body group) are driving the growth of dairy-free products. They are also the key players in innovations like clean/lab-created meat, plant-based alternatives, cricket protein, and more.
What does this mean for your store? It means many of your customers fall into one or more of these categories, making them natural shoppers to some extent. Will they be able to find the natural items they desire in your store, or will they need to shop your store for traditional OTC and personal care and find natural products someplace else? Listen to what they are asking for and aim to provide an assortment of OTC, personal care, and packaged food items that reflect our changing society’s needs. If you carve out a place for natural, whether in its own section or in-line, you might be pleasantly surprised at how your customer base responds.