Top Three Ways to Target Your Wellness Shopper
Content provided by Naturally Network partner NielsenIQ
Today, every consumer is a wellness shopper, but understanding where consumers’ top wellness priorities are is the key to brand growth.
This comes down to one question: what should you as a brand focus on to make the most sales? NielsenIQ’s team of analysts has the answers.
1. Prioritize Sustainability.
Sustainable brands are driving growth across all categories. According to a recent study, 78% of consumers say a sustainable lifestyle is important to them, with the youngest consumers being the most powerful driving force for sustainability. 55% of consumers 18-24 and 41% of consumers 25-34 are looking for sustainable products.
The data shows brands that report “plastic free” have seen a 157% sales growth versus three years ago. Given this increased interest, it’s no wonder that 20 of the largest CPG manufacturers have committed to 100% recyclable packaging by 2030.
An investment in sustainable packaging and business practices today will pay off in the future.
2. Commit to Social Responsibility.
Today’s consumers know that their dollars make a difference. In fact, 64% say they are willing to pay more for products that support communities and vulnerable groups.
With this newfound mission-based spending, socially responsible brands of all sizes have seen growth over the last 3 years. For example:
B Corporations: 47% increase
Minority-owned businesses: 331% increase
Women-owned businesses: 84% increase
Fair trade: 29% increase
Today’s consumers are clear: when you’re dedicated to the greater good, you’ll earn brand loyalty.
3. Accommodate the Flexitarian Lifestyle.
Today’s consumer has adopted a “better but not best” mindset. This flexitarian lifestyle is helping consumers implement sustainable, long-term changes.
About ⅓ of consumers are actively seeking healthier options when browsing. Many are adopting a “sober curious” lifestyle as well as alternative diets, and the sales show that interest. Alcohol-free beverages had a 289% increase in sales over the last 3 years while keto had 245% sales growth and approximately 3.8 million online searches. However, not all healthy lifestyles are skyrocketing in popularity. Though many report eating plant-based often, plant-based sales growth is slowing after an initial spike in fully vegan lifestyles. Fresh meat saw a 206.5% increase in sales compared to three years ago but actually had a -6% growth compared to last year.
The moral of the story? Don’t put all your eggs in one basket.
Get to know your wellness shopper.
These are just three of NielsenIQ’s top tips to better target the wellness shopper based on their most recent findings. But there is so much more to uncover with their consumer and retail measurement database. As a natural brand in the Naturally Network, you automatically have a free subscription to NielsenIQ’s Byzzer. With it, you’ll have access to the data that will help you provide exactly what your wellness shopper is looking for. Discover how Byzzer can help you here.