The summary concludes with three questions retailers should ask to better understand the typical progression an organic shopper makes — from mass merchandiser to natural foods store and farmers market — and suggests that they adjust their strategies accordingly:
u When is an organic shopper most likely to enter my store? (Is it when they are new to the market or more experienced with organic foods?)
u What do these shoppers need beyond basic education? (Brands they know and recognize or a deeper mix of organic products?)
u How can we capture the organic shopper earlier or retain their business longer?
OTA recommends marketers make an effort to understand organic buying groups and destination progression to deliver more effective consumer communication and retail training.
“Do this and you stand the best chance of maximizing the ever-shrinking marketing budget, speaking most effectively to the right shopper, in the right place, at the right time.”
The full study is available to buy from OTA under the Market Analysis section at ota.com.