Which customers should natural product companies target? (Part 2/3)

If you have a Vegan product, should you target Vegans?

The findings in the recent BerryCart study point out the potential dangers of focusing on your most passionate customers at the expense of the larger audience of potential customers. To better understand how to identify which group to target, we looked at the eating preferences (e.g. Vegan) of all BerryCart users. For each group, we looked at the overall size of the group as well as how healthy they ate.

 

Which group eats the healthiest?

Of all the groups surveyed, Vegans ate the healthiest. 98% indicated that they ate either “Super Healthy” or “Pretty Healthy”. In contrast, the least healthy eaters were also those with the least restrictive diet. 80% of BerryCart Omnivores claimed they were healthy eaters. (NOTE: Because BerryCart is a mobile rebate app for natural products, BerryCart Omnivores will likely eat healthier than the general population of Omnivores.)
 
 
So we should target Vegans right? Not necessarily…

Which group represents the biggest opportunity?

Despite the fact that Vegans eat healthiest, Omnivores (those who meat, dairy, and vegetables like bears) represent the largest number of total shoppers who buy natural products. 52% of the 263 people surveyed in the BerryCart study who indicated that they ate “Super Healthy” or “Somewhat Healthy” were Omnivores, followed by 14% who were Flexitarians (mostly plant-based with occasional meat). 11% ate Gluten-Free, 8% were Vegan, and 5% Pescetarian. Because omnivores outnumber Vegan’s 6-to-1, there are still more omnivores out there buying organic and other healthy foods than Vegans.

Omnivores buy the majority of natural products even though vegans are the healthiest eaters.

Take-away: Although vegans and other niche segments may better appreciate your product, omnivores will likely be your largest group of customers. It is therefore important to understand the reasons why omnivores choose to buy healthy products even if you have a vegan, gluten-free, or dairy-free product. Read our previous article that discusses why people buy healthy foods.

 

Leverage BerryCart to find out who buys your product?

 

Respondent Profile:

263 BerryCart users were surveyed in November 2016. The breakdown of survey respondents is as follows:

Gender:

  • 56% Omnivore – I eat it all: meat, eggs, dairy, fruits, and vegetables
  • 13% Flexitarian – Mostly plant-based, but sometimes I’ll thrown in some meat.
  • 9% Vegan – I don’t meat, fish, poultry, or dairy.
  • 8% Gluten-Free – I don’t eat food with gluten in it.
  • 5% Pescatarian – I eat fish but don’t eat meat.
  • 4% Vegetarian – I don’t eat meat fish or poultry.

Type of Diet:

  • 92% Female
  • 8% Mail

Age:

  • 21-30 24%
  • 31-40 33%
  • 41-50 26%
  • 51-60 11%
  • Over 60 3%

Kids:

  • Has Kids 52%
  • No Kids 48%

Definitions

  • Omnivore – I eat it all: meat, eggs, dairy, fruits, and vegetables.
  • Flexitarian – Mostly plant-based, but sometimes I’ll thrown in some meat.
  • Vegan – I don’t meat, fish, poultry, or dairy.
  • Gluten-Free – I only eat Gluten-Free foods.
  • Pescatarian – I eat fish but don’t eat meat.
  • Vegetarian – I don’t eat meat fish or poultry.
  • Paleo – I primarily eat only paleo foods.