News

Organic PL Helps Retailers Target Younger Generations

May 19, 2011
/ Print / Reprints /
ShareMore
/ Text Size+
A recent panel discussion at the United Fresh Produce Association's 2011 convention suggests that younger shoppers are likely to buy organic foods more often than older shoppers. The younger generation's preference for organic creates an opportunity for grocers to develop lasting customer bases for their organic lines.


A recent panel discussion at the United Fresh Produce Association's 2011 convention suggests that younger shoppers are likely to buy organic foods more often than older shoppers. The younger generation's preference for organic creates an opportunity for grocers to develop lasting customer bases for their organic lines.
 
“One of the things that is unique about organic is that there are fewer substantive national brands [than private label brands],” says Jim Wisner, president of Libertyville, Ill.-based Wisner Marketing Group. The result of a higher selection of private label organics is a social change in which lower-income shoppers, namely twenty-somethings and budding families, can now afford to live organic lifestyles.
 
The best way to reach the younger generations is to integrate organic and nonorganic private label goods with their national competitors, adds Wisner. “In addition to increasing the accessibility of organic private label products, placing organic private label items alongside national competitors helps younger shoppers better understand the value of private label.”
 
“Underscoring the value of private label is crucial with younger shoppers, who are less price-sensitive and brand-aware than older shoppers. Doing so increases price awareness in the younger generation, creating an opportunity for store brands to appeal to a breed of customer whose primary concern is living a chemical-free lifestyle.”
 
For more information on reaching younger generations with private label, check out the April 2011 issue of PLBuyer.
 

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

September 2014 New Food Products

This month's new food products include cane sugars, barbeque sauce, condiments in squeeze bottles, cinnamon snack seasoning, and jalapeno tzatziki, ice cream, herb toasts, corn puffs, instant coffee, coconut water, and a water enhancer.

Podcasts

Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB September 2014 cover

September 2014

The September 2014 issue of Private Label Buyer includes a convenience channel update, as well as category insights on frozen store brand trends and health and beauty items. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

PLB Marketplace

STAY CONNECTED

facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px