Market research firms identify new segments of natural, organic shoppers
IRI, SPINS partner to assist CPG manufacturers and retailers
Information Resources Inc. (IRI), Chicago, and SPINS, Schaumburg, Ill., created SPINS NaturaLink, a new segmentation of the total U.S. population that focuses on how shoppers think about, purchase and use natural, organic and eco-friendly products. Consumers increasingly are embracing natural and organic products and often are as concerned about what is not in the products they buy as much as what is in them, IRI notes. SPINS NaturaLink is designed to assist consumer packaged goods (CPG) manufacturers and retailers in generating new levels of growth through a better understanding of these shopper needs.
“SPINS NaturaLink identifies seven distinct consumer segments based on lifestyle, organic/natural purchasing history, attitudes toward organic/natural products, the importance of physical and emotional category/product needs, and demographics,” said Robert I. Tomei, president of consumer and shopper marketing for IRI, in a statement. “The segmentation offers an important set of insights for leveraging existing natural/organic buyers and attracting new shoppers to these products.”