Special Edition - Natural Products

Earning Green Shoppers’ Loyalty

Healthy food and healthy living are becoming main- stream to the point where even your average Joe knows, or has at least heard of, sustainability, which of course encompasses much more than food. But the healthy lifestyle trends are all interconnected. It’s much easier today for a vegan or a gluten-free consumer, for example, to find what they need in everything from mainstream supermarkets to specialty gourmet stores. The same goes for natural food and organics, which paved the way for some of these niche health trends. But don’t be surprised to meet an organic vegan who is also gluten-free or a vegetarian who lives soy-free ... and the list goes on.

In our opening feature, “The Greening of America and the Consumer’s Appetite for Health,” page 6, James Mellgren explores how gourmet stores and natural food stores, which were once worlds apart, now share much in common as they strive to cater to the varied and niche needs of the healthy consumer. James does a great job of explaining from where America’s health-consciousness has risen and why it is likely here to stay.

James also takes us through “The Ins and Outs of Gluten-Free,” page 11, to dispel myths and highlight key opportunities for specialty retailers. Joanne Friedrick explores how new vegan products are meeting customer convenience and indulgence needs on page 13. Just because someone might be vegan doesn’t mean they won’t indulge in decadent treats, as long as they are free of animal products.

Many of these healthy and niche food trends are also dovetailing into the home. Folks who are interested in healthy food, alternative energy, electric cars and sustainable homes also look for sustainable features in their housewares and kitchenware. They are attracted to products that are made from recycled or found materials, and they like products that can be recycled. To give you a glimpse into this important and emerging segment, on page 22, Jennifer White Karp explores healthy accessories as well as home products made from recycled and reclaimed materials, which was an important emerging trend the Gourmet Business team observed at the New York International Gift Fair in August.

Embrace these new trends and these customers because their passion for health and sustainability often translates into shopper loyalty to merchants whose products meet their lifestyle needs.