Profiling NOHPs consumers

Results from a recent survey suggest that the profile of the typical consumer of natural, organic and health products (NOHPs; pronounced “nopes”) is coming closer to mainstream America.

Growth is rapid. Nearly 30% of North American consumers who buy NOHPs started in the past year. They’re still younger than the national average, but are getting closer to mainstream America in terms of education and income. For example, among new NOHPs consumers, the percentage with a high school degree or less has more than doubled (9% to 19%).

In addition, they’re more likely to purchase NOHPs from a mass merchandiser such as Wal-Mart.

The main influence in motivating the new converts to NOHPs is advice or information from a friend or relative.

8/1/06 19:28 JR