Market #LOHAS spoke with Mambo Sprouts Marketing about Natural Coupon Channel Trends, Case Studies and best practices at the Association of Couponing Professional Annual Conference #ACP2014Magic
Market LOHAS with industry friend & partner Devora Rogers of Inmar comparing retail market insights.
For more on the conference: http://couponpros.org/acp-annual-conference/industry-coupon-conference/agenda/
Market LOHAS and Mambo Sprouts Marketing Research Natural Channel Thought Leadership at Coupon Professionals Annual Conference
4/27/2014 Press Release
Boston, MA – Market LOHAS and Mambo Sprouts Marketing Research recently presented Natural Channel Coupon Trends, Case Studies and Best Practices at the Annual Association of Coupon Professionals (ACP) Industry Coupon Conference which took place April 22-24 in Orlando, Florida. Karen Herther and Bethany Stanley, Principals of Market LOHAS and Directors of Mambo Sprouts Marketing Research presented with Matthew Saline, CEO and Founder of Mambo Sprouts Marketing.
Themed "The Wonderful World of Coupons, Imagine: Innovation, Insight, Interaction," the conference was developed under the leadership of the Association of Coupon Professionals in collaboration with the Food Marketing Institute, the Grocery Manufacturers of America, GS1 US, Coupon Information Center and the Promotion Marketing Association.
At ACP, Herther and Saline talked about how the Natural Foods Channel is different. Beyond the presence of Whole Foods Market, there’s less chain dominance, more independent retailers, smaller manufacturers. Health and natural consumers are more affluent, educated and demand more information about health and natural products. Targeted healthy coupons and promotions are effective but reaching consumers can be elusive.
What do we know about natural product shoppers? They make healthy eating, shopping and lifestyle choice based on their personal values and interests – gluten free, non-gmo, fair trade.
They also seek out and research products before they buy (online) and read labels, signs in-store. Health and natural consumers are willing to pay more for these ‘better for you’ products --- but are value conscious – looking for sales and coupons when choosing a brand.
Showcasing natural channel case studies from Mambo Sprouts Marketing targeted coupon promotions, they shared how to reach and engage healthy natural and organic shoppers through targeted natural product coupons promotions online and through partner natural retailers such as Whole Foods Market, independent and regional health and natural food stores (e.g., Mrs. Greens, Lassen’s, Sprouts Farmers Market) which account for 40% of natural product retail sales.
How do you create successful engaging natural channel coupon promotions? Tips include:
• Branding the health and natural coupon and taking the opportunity to share your ‘brand’ story.
• Offering a high value trial-oriented coupon or offer and letting healthy shoppers know where to buy your product is also key.
• Keep their attention and engage consumers with a special giveaway, contest or recipes
• ‘Get social’ via Facebook or Pinterest so they can be your brand advocates.
• Finally let them learn more with links to information about your product.
It’s Earth Month and the Non-GMO Project holds a “Non-GMO challenge” to encourage consumers to support a healthier food supply. Shoppers can now choose among over 15,000 ‘GMO Free’ products (according to the Non-GMO Project) on the grocery shelves and the numbers are on the rise among both natural channel and conventional brands. What does this mean for USDA Organic label products, traditionally the gold standard among health-aware consumers? It may signal a need for additional consumer and retail shopper education about the merits of buying Organic for people and the planet.
According to the USDA Blog, Organic 101: Can GMOs Be Used in Organic Products? The use of genetic engineering, or genetically modified organisms (GMOs), is prohibited in organic products. No matter where it was grown, if a product has the USDA Organic label on it, it wasn’t produced with GMOs.
This GMO trend was tracked in the 2014 Market LOHAS (Lifestyles Of Health And Sustainability) MamboTrack Annual Survey that revealed Non-GMO topped Organic as a key factor in brand choice. The Study found that 80% seek out Non-GMO products and 56% rated Non-GMO as very important to brand buying versus 52% citing Organic. This marks the first time Non-GMO was rated above Organic in purchase intent.
The burgeoning growth in Non-GMO products mirrors a growing public awareness due in part to Non-GMO product promotions and ballot box initiatives around GMO labeling. Natural & Organic brands and healthy product retailers from Whole Foods Market to health & natural food stores and conventional supermarkets are responding to healthy shopper demand for Non-GMO by expanding their selection, promoting and featuring Non-GMO products and labeling.
The LOHAS Research Study found that Organic product purchasing is also on the rise among health savvy consumers and 2 in 3 say Non-GMO was a key motivation behind their organic buying along with healthier, better for their family & safer for the environment. 3 in 4 consumers want to see GMO products labeled and over half buy or have switched brands due to Non-GMO. Consumers are also voting with their wallet with over half willing to pay more for Non-GMO certified products.
Looking ahead, providing health conscious shoppers with more education and values around ‘better for you’ and Organic product choices may be the key.
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