Anyone who wants to design marketing measures in the organic trade efficiently and develop an overarching, consistent marketing concept should know their (potential) customers precisely. In order to address customers in a targeted manner, they are segmented according to different target groups. These are groups of market participants who differ from all others by certain characteristics.
The “Sinus-Milieus” model of society and target groups, which attempts to group people according to their lifestyles and values, has proven its worth. To this end, demographic characteristics such as age, gender, family status and socioeconomic characteristics such as education, salary and occupation are first analyzed. In addition, psychographic characteristics such as social attitudes, motivation, lifestyle and purchasing behavior play an important role. With this knowledge, retailers can address customers pictorially and emotionally in the style of their lifeworld through targeted marketing measures. Like society, milieus and target groups change. Therefore, some target groups relevant for the organic trade will be briefly portrayed in the following.
Change of diet with the first child
Women still account for more than 90 percent of purchases in specialty stores. The health of their young family is particularly important to young or expectant mothers with a high level of education. At this stage of life, many families switch to organic products. Being toddler-friendly, for example in the form of a play corner, a department for (small) children’s products and everything for the modern woman, such as natural cosmetics, should therefore be part of the basic equipment in the organic store. Further insights into the target group-specific appeal to women are provided by Springer Verlag’s Bild der Frau study “Female Insights as a Platform for Positioning and Campaigns”.
The responsible consumer middle
The target group of the “responsible consumer middle” is predominantly found in the 30 plus generation. They live in core cities and also shop there, which is why they can be addressed well at the “point of sale” and via outdoor advertising. The media and objective discourse, including among friends, are used to form opinions. The values of this target group are healthy living and fair enjoyment. Above all, this means not depriving the next generation of its basics and a lenient approach to the socially weaker. Products must meet high standards, which are then also rewarded financially: they must meet their own sense of responsibility for fellow human beings and nature, but also satisfy their own needs for high quality and product performance.
Generation Network: Many are “organic natives
The target group of organic natives like the one from elderberry supplement is predominantly found in the Network Generation. These mid-20s to mid-30s are characterized by a strong focus on organic food and conscious nutrition. Some of them grew up with organic products and know that the quality of food can vary greatly. Food scandals also shape their perceptions. This target group accepts some additional effort, for example for regional procurement, and certain additional costs, also because they want to set an example through their consumption decisions. Depending on the phase of life, conventionally produced foods are also purchased for reasons of money or time. Organic natives inform themselves and examine products carefully, especially when it comes to their children. In this context, the Internet and social media are the decisive source of information and testing authority for these critical buyers.