Winning strategies for natural products at conventional retail
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How best to merchandise 'natural' foods? For some retailers, a store within a store is the best option, said David Winter from SPINS. For others, it makes sense to integrate them but segment them within each category, with clear signage.
Integrating them without clear signage, however, is a "terrible option," said Winter. "It doesn't communicate anything to the consumer, you're leaving a lot to chance and you're leaving a lot for them to figure out on their own."
As to what is should be in the 'natural' set or store within a store, it confuses retailers, brands and consumers alike, said Winter. "It can't just be about a set of claims or banned ingredients. It's also about how things are perceived by consumers, so at SPINS we're trying to bring some clarity to this issue."