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Ground Breaking Consumer Attitudinal Study Findings Now Available

Surveying over 20,000 households through a partnership with Information Resources, Inc. (IRI), SPINS has developed a study that reveals the hierarchy of values that drive consumer purchases of Natural Products. This information will help you define your Natural Product target market and refine your messaging to these consumers.

For example: 45% of 2005 Organic Products sales were attributed to just 3% of the population. What are your plans for reaching that consumer segment?

SPINS Consumer Panel Reporting tracks all UPC-coded product purchases at over 70,000 US Households through a partnership with IRI's Consumer Network Panel. SPINS applies our Product Library to this panel data in order to report on the consumer dynamics underlying Natural Products Industry trends.

- Gain insight into the purchase behavior of your consumers and those of your competition.
- Understand the reasons behind volume changes.
- Approach retailers with a comprehensive, convincing sales story.
- More...

Contact your regional sales manager, info@spins.com, or 415.957.4400 for more information.

Retailer Training

Webinar: Consumer-Driven Category and Brand Management

Join SPINS’ Shep Kroner as he reviews Natural Product consumer attitudes revealed in our latest study, and presents SPINS' Expo seminar with a focus on retailer strategy. Identify the consumers that drive the growth of the industry, learn how to target them, and increase sales! View invitation (PDF)

Contact Shep@spins.com to sign up for one of the following sessions (Times are EDT): Tuesday, 4/25 - 10-11am, Wednesday, 4/26 - 1-2pm, Thursday, 4/27 - 4-5pm

Marketplace Reports

Soyfoods: The US Market 2006
After years of rapid growth, the soyfoods market, valued at over $4 billion in 2005, is now beginning to show signs of maturity. While increases in some of the larger categories seem to be coming to a halt, other emerging sub-categories are helping to keep the overall category in positive growth.
Download prospectus >

Specialty Foods: The NASFT State of the Industry Report
Specialty foods, products that have limited distribution and a reputation for high quality, have been steadily gaining in popularity as the American consumer has developed a more discerning palate. This report provides sales data for the years 2003-2005 on 36 segments, and discusses the factors that may have a bearing on each segment's future growth or decline. You'll also find a comprehensive look at distribution channels within the specialty food trade, from importer and broker to retailer.
This report will be available next week. Contact your regional sales manager, info@spins.com, or 415.957.4400 for more information.

Natural Product sales are up by 18% over 2004, continuing to outpace those of Conventional Products, which have increased by only 2-3% in overall supermarket sales. This is just more evidence of a long-term retail trend that shows no signs of slowing down.

For many of you readers, the news that Natural Product sales are still booming is not new. However, drilling down into this growth statistic will show that there is much more to the story. By looking at sales performance at the channel, department and category level, you can determine exactly where the greatest sales and new product development opportunities lie. For example, Natural Product sales growth in Natural Supermarkets is just slightly outpacing the growth of these products' sales in the FDM channel, but their department and category performance differs considerably... Read article >

Consumers Turning to Natural Supplements to Prevent Type II Diabetes

By Kerrin Rourke, Natural Products Expert and Sonia Caltvedt, Assistant Manager of Marketing and Communications

Chances are, this isn’t the first time you’ve read that type II diabetes has reached epidemic proportions in the US. From TV news and newspapers, to your grocery store shelves, the disease has become a national concern. As a preventative measure, consumers are starting to turn to natural supplements that address blood sugar imbalances. The supplement industry is responding to the demand for effective, well-researched natural solutions with successful new formulations.

Products featuring once obscure folk herbs like cinnamon, or food supplements such as bitter melon, are receiving increasing media attention and a boost in sales... Read more >

Natural Products Industry trends are easy to spot at Expo West
Our industry has always offered consumers healthy, responsible choices in innovative ways, and this was especially clear at Expo West this year. Fair trade products and ingredients, eco-conscious packaging, and a full spectrum of organic and non-toxic products abounded at West. It's no surprise that energy and excitement levels at this year's show were higher than ever!

Following are some of the product trends that stood out to us:

Gluten-free – This product attribute was noticeably more present at this year's show, popping up across all possible categories.

Raw food – Raw snack bars have arrived, with a surprising amount of variety in flavor and texture.

Probiotics – This year, both dairy and non-dairy smoothies are nothing without probiotics.

Superfoods – Acai, gogi berries, pomegranate juice: these superfoods were the jewels of the show.

High fiber/satiety index – This messaging is just starting to appear on natural products, and could be one to watch next year.

Omega-3 fortification – From tortillas to waffles, there aren't many products out there that don't have an omega-3 fortified option.

Functional and specialty chocolates – Ingredients like raw cocoa nibs, tea extracts, fiber, herbs, vitamins, and minerals are becoming the norm for many natural chocolate companies.

Enhanced waters - It's no secret that enhanced waters continue to proliferate. Beyond a multitude of new flavors, you saw water that was vitamin and mineral-supplemented, ultra-purified, nutrient-enhanced, regional, the list goes on...

Tea trends - Increasingly popular teas such as mate, rooibos, and kombucha are appearing in many forms: carbonated, bottled, in bags, and in powder.

Ethnic foods - Those foods with a Mexican or an Indian flavor seemed to steal the show this year.

Products formulated for children - This encouraging trend spanned all segments: natural personal care and clothing, organic baby food, juices, yogurts, and snacks... even bottled water!

Expo Seminar: Consumer-Driven Category & Brand Management
SPINS president, Jeff Nibler, presented to a full house at Expo West. His audience gained insight first hand into how consumer attitudinal information and segmentation should inform category management and brand development. Contact us for your copy >

LA Times Article: The wilder side of the shopping aisle
What's new in the wacky world of natural products? Curcumin juice, for starters.
Hilary E. MacGregor's article features Expo and an interview with SPINS' David Browne. Read article >

SPINS Company Updates

New SPINNERS
Please join us in welcoming these talented new additions to our team!

Jyoti Mujumdar is a Tree of Life onsite business manager for SPINS. She is replacing Scot Walker, who has moved to the newly created role of SPINS' onsite at Natural/Specialty Sales, Inc. (NSSI). Before joining SPINS, Jyoti was the president of a start-up company that focused on US product introductions overseas. One of her major achievements there was the introduction and distribution of Kettle brand potato chips in Asian markets.

Scot Walker is now SPINS' onsite business manager at NSSI, after doing a fantastic job managing our Tree of Life partnership, and educating their vendors and category managers on maximizing the value of SPINS' information. Before joining SPINS, Scot was a Regional Sales Manager for Oregon Chai, where he established and maintained the company's first Canadian sales network.

Raouchania Purnyn is SPINS' new Applications Developer. She designs and develop software that addresses the needs of our production and business teams. Prior to working with SPINS, Raouchania was a database administrator for Blue Cross Blue Shield of Illinois, and Sears, Roebuck and Co. She received her Masters of Science from the University of Kazan in Kazan, Russia.


Charitable Contributions

Former SPINNER to ride AIDS Lifecycle

"After 7 years working as SPINS' Content Development Coordinator, I left the company to pursue a writing career last year. This June, SPINS will support my participation in the AIDS Lifecycle Ride, a 7-day, 585-mile bike ride from San Francisco to Los Angeles. Rider donations support much-needed client services at the SF AIDS Foundation.

I'll riding down to LA with my partner and two nephews. As someone who has been vital and healthy and HIV-positive for nearly 20 years, the support of SPINS means a lot, both personally and to the men, women and children receiving services every day of the year."

- Matt Levine, Former Spinner, Soymilk Drinker, and Editor of www.naturalbusinessnews.com

Donate to Matt's ride online >

The Organic Trade Association (OTA)
The OTA is a membership-based business association that focuses on the organic business community in North America.  OTA's mission is to promote and protect the growth of organic trade to benefit the environment, farmers, the public and the economy.

Chabot PTA - Oakland, CA
This organization raises money to pay for Chabot Elementary School's enrichment programs, including art, music, the garden, computers, and the library. SPINS made a financial contribution, and arranged for the donation of an organic farm tour and a basket of Natural/Organic goods from Whole Foods Market for their yearly auction.

Upcoming Events

All Things Organic, FMI, The Fancy Food Show
May 6-9, Chicago, IL
SPINS' Sales and Client Services teams will be in attendance at these co-hosted shows. If you'd like to set up meetings, please contact your sales manager or Diana Dixon.

Organic 101: Overview of the Organic Market in North America
May 8, 2:30-4:30pm, All Things Organic Show
The Natural Products Consulting Institute's Bob Burke and The Hartman Group's Laurie Demerrit will be featuring SPINS data on Organic product sales trends. Learn about what is happening in organic in North America, how to enter the market, and why organic is the fastest growing segment of the food industry.
FREE with any show floor pass

Supermarket News Whole Health: Free E-Seminar
May 16th, 12:00pm EST
SPINS' President Jeff Nibler will offer insight into successful Natural and Organic product retailing in this panel discussion.
Register online >

Consumer 360
May 16-18, Palm Desert, CA
Look for SPINS at this marketing information conference for the consumer packaged goods (CPG) industry. To set up meetings, please contact Mike Movitz.

Subscription and Delivery

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Earth Day photo (top): Janelle Page