Organic Consumer Segmentation
THE NATURAL MARKETING INSTITUTE'S ORGANIC CONSUMER SEGMENTATION IDENTIFIES LEADER AND FOLLOWER OPPORTUNITIES
A snapshot overview of organic segments within the general population provides a cursory understanding of their level of organic integration.
DEVOTEDS
35% of GP
(10% Leaders 25% Followers)
- Committed Crusaders
- Integrated
- High Usage - all in P3M
- Willingness to pay a premium
- 89mm adults 18+
DEVOTEDS
35% of GP
(10% Leaders 25% Followers)
- Committed Crusaders
- Integrated
- High Usage - all in P3M
- Willingness to pay a premium
- 89mm adults 18+
TEMPERATES
21% of GP
- Pragmatists, 77% use P3M
- It's still about taste
- Moderate organic attitudes
- Fit organic into existing lifestyle
- 53mm adults 18+
TEMPERATES
21% of GP
- Pragmatists, 77% use P3M
- It's still about taste
- Moderate organic attitudes
- Fit organic into existing lifestyle
- 53mm adults 18+
DABBLERS
22% of GP
- Rational
- Non-Committal
- 19% use P3M
- Price Sensitive
- 56mm adults 18+
DABBLERS
22% of GP
- Rational
- Non-Committal
- 19% use P3M
- Price Sensitive
- 56mm adults 18+
RELUCTANTS
22% of GP
- Uninterested, 8% use P3M
- Don't trust organic
- Not worth paying more
- Conventional tastes better
- 56mm adults 18+
RELUCTANTS
22% of GP
- Uninterested, 8% use P3M
- Don't trust organic
- Not worth paying more
- Conventional tastes better
- 56mm adults 18+