HANDBOOK Nonfoods HANDBOOK
health & beauty care
Non f o ods
16 HA NDBOO
their preference for something natural and authentic.
Susie Hewson, owner and founder of Greeley, Colo.-based Natracare,
says in the feminine hygiene category, women are actively seeking organic
and natural products. This is based on their desire to avoid petrochemicals and synthetics, as well as the impact their products have on the
“Given the changing consumer profile from the Baby Boomers to
Millennials, retailers will need to accommodate this shift,” says Hewson.
The brands they carry, she adds, need to tell an authentic and principled
story to attract their attention and gain their loyalty. She says that retailers
need to return the interest and give credible space to organic and natural
products to show commitment to consumer choice.
“Organic consumers are not buying on price, they understand value for
the money,” says Hewson, who suggests retailers highlight organic in the
store, organize events or partner with Millennial action groups and talk
organic lifestyle online.
So if the interest is there, why are some natural OTC categories losing share? Yann Pigeaire, director of marketing for Similasan, based in
Highlands Ranch, Colo., says it may be because in some cases category