IRI and SPINS Launch Natural Foods Segments

In the US, retail data giant IRI and health and wellness consumer insights agency SPINS have introduced a segmentation model called SPINS NaturalLink, which focuses on how shoppers think about, purchase and use natural, organic and eco-friendly products.

The firms first began working on the model - aimed at CPG manufacturer and retailer clients - in May. Seven distinct consumer segments are identified based on lifestyle, organic/natural purchasing history and attitudes towards organic/natural products, as well as the perceived importance of physical and emotional category/product needs, and demographics. Two particular shopper segments - 'True Believers', who enjoy a median income of $65k per annum and are passionate about staying fit and healthy, and 'Enlightened Environmentalists', who have a median income of $57k per annum and are passionate about the environment - offer what the firms describe as 'outsize opportunities' for manufacturers and retailers: each group represents 9% of the US population, but together they account for 46% of natural/organic product sales.

SPINS CEO Tony Olson comments: 'These two groups are 'power shoppers' when it comes to natural/organic products. Manufacturers and retailers have a significant opportunity to better understand and tap into their needs, wants and motivations - not only to drive sales volume but also to continue to deliver the innovative products that shape our industry.'

Web sites: www.iriworldwide.com and www.spins.com .