Private Label Buyer

Organic PL Helps Retailers Target Younger Generations

May 19, 2011
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.