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Natural Products Marketing Benchmark Report 2015
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September 2014 © 2014 Pure Branding, Inc. 2
Pure Branding, Inc. 413-‐548-‐9900 196 Pleasant Street, Suite 301 www.purebranding.com Northampton, MA 01060 Natural Products Marketing 2015 Benchmark Report September 2014 Natural Products Marketing Benchmark Report 2015 was prepared by Pure Branding and SPINS. Pure Branding and SPINS market intelligence reports are specifically designed to aid the action-‐oriented natural products marketing executive by providing a thorough presentation of essential data and concise analysis. About Pure Branding Pure Branding is a research, insights, brand strategy and marketing agency that transforms leading healthy food, beverage and wellness companies into powerhouse brands. Our extensive category knowledge and innovative research practices make us the strategic partner of choice for companies looking to grow the bottom line and drive cultural change. Pure Branding was founded in 1999 and is based in Northampton, MA. (More at www.purebranding.com.) About SPINS At SPINS, we are passionate about supporting the companies who have a positive impact on the world by helping increase the presence and accessibility of health and wellness products. The record-‐breaking growth in sales of natural, organic and specialty products continues to validate our collective efforts and attest to consumers' growing demand for these higher quality products. By providing high-‐integrity brands with the dynamic data, actionable insights and transformative technology solutions they need to maximize their success, we are laying the foundation for the next generation of growth to contribute to a healthier and more vibrant America. (More at www.spins.com.) Copyright © 2014 Pure Branding, Inc. All rights reserved. No part of this report may be reproduced without permission of the publisher.
September 2014 © 2014 Pure Branding, Inc. 3
Table of contents
Natural Products Marketing 2015 Benchmark Report .................................................. 2
Table of contents ......................................................................................................... 3
Introduction ................................................................................................................ 8
Executive summary ..................................................................................................... 9 Key Findings ...................................................................................................................... 10
Chapter 1: Profile of natural products marketers ....................................................... 15 Company size .................................................................................................................... 16
Figure 1-‐1 Gross revenue in 2013 ........................................................................................ 16 Figure 1-‐2 Number of employees ......................................................................................... 16 Figure 1-‐3 Percent of small, medium and large businesses ................................................. 17 Figure 1-‐4 Small, medium and large businesses in natural products: market share and growth (source: SPINS) ......................................................................................................... 18
Company category ............................................................................................................. 19 Figure 1-‐5 Company category .............................................................................................. 19 Figure 1-‐6 Natural products dollar sales in 2014 by department, excluding alcohol (source: SPINS) ................................................................................................................................... 21
Who makes the marketing decisions? ................................................................................ 22 Figure 1-‐7 Job title ................................................................................................................ 22 Figure 1-‐8 Size of marketing department ............................................................................ 23 Figure 1-‐9 Are employees aware of your company’s principles? ......................................... 24 Figure 1-‐10 Are your company’s core values articulated to customers? ............................. 24 Figure 1-‐11 Are customers aware of your company’s core principles? ............................... 25
Chapter 2: Channels ................................................................................................... 26 Figure 2-‐1 Channels where your company first gained market penetration ....................... 27 Figure 2-‐2a Total US sales for 7/2012–6/2013 over 7/2013–6/2014 in natural products in billions of dollars for selected channels (source: SPINS) ...................................................... 28 Figure 2-‐2b Total US sales for 7/2012–6/2013 over 7/2013–6/2014 in 100% organic content in millions of dollars for selected channels (source: SPINS) ................................................. 29 Figure 2-‐3 Channels that represent the greatest opportunity for sales growth .................. 30
Category sales in the three main channels ......................................................................... 32 Figure 2-‐4 Percent change of US dollar sales for 7/2012–6/2013 over 7/2013–6/2014 of natural departments in the natural channel, specialty channel and multi outlet channel (source: SPINS) ..................................................................................................................... 32
Chapter 3: Challenges ................................................................................................ 33 Identifying challenges ........................................................................................................ 34
Figure 3-‐1 Greatest external challenges faced in marketing natural or organic products ... 34 Figure 3-‐2 Greatest internal challenges faced in marketing natural or organic products .... 36 Figure 3-‐3 How companies are utilizing external resources to overcome these challenges 38 Figure 3-‐4 What approaches companies find most effective for increasing the value of marketing in their company ................................................................................................. 40
September 2014 © 2014 Pure Branding, Inc. 4
Chapter 4: Special report — “Natural,” GMOs, local & North American food system . 41 Definition of “natural” ....................................................................................................... 42
Figure 4-‐1 Should the term “natural” be regulated? ........................................................... 42 “Natural” versus GMO ....................................................................................................... 43
Figure 4-‐2 Are genetically engineered fruits and vegetables (like genetically engineered corn or soy) natural? ............................................................................................................ 43 Figure 4-‐3 Is meat like hamburger that comes from cattle fed with genetically engineered grains natural? ..................................................................................................................... 44 Figure 4-‐4 Are nutritional supplements that contain some genetically modified ingredients natural? . 44
GMO labeling and Whole Foods Market ............................................................................ 46 Figure 4-‐5 What do you think about Whole Foods Market’s decision to require GMO labeling in its stores? ............................................................................................................ 46
Buy-‐ and grow-‐local movement ......................................................................................... 48 Figure 4-‐6 The impact the buy-‐ and grow-‐local movement in North America has had on marketing efforts ................................................................................................................. 48
North American food system ............................................................................................. 50 Figure 4-‐7 How do companies describe the North American food system? ........................ 50 Figure 4-‐8 What concerns companies about the North American food system .................. 51 Figure 4-‐9 What has your company done because of what it thinks about the North American food system? ........................................................................................................ 52
The “local” paradox ........................................................................................................... 53 Impact that certification and classification has on sales ..................................................... 55
Figure 4-‐10 Percent dollar growth for products currently with the certification or PR claim (source: SPINS) ..................................................................................................................... 55
Chapter 5: Marketing measurements and research .................................................... 56 Figure 5-‐1 The importance of ROI on determining marketing budget allocation and marketing tactics .................................................................................................................. 57 Figure 5-‐2 Methods for tracking ROI .................................................................................... 58
Market research ................................................................................................................ 59 Figure 5-‐3 Types of market research used in last 24 months ............................................... 59 Figure 5-‐4 How companies use research reports ................................................................. 61 Figure 5-‐5 Shortcomings of marketing research reports ..................................................... 62 Figure 5-‐6 Do companies have a method for quantifying brand awareness? ...................... 63
Driving natural and organic growth ................................................................................... 64 Figure 5-‐7 What is driving natural and organic growth in the natural channel? .................. 64 Figure 5-‐8 What is driving natural and organic growth in the specialty gourmet channel? 65 Figure 5-‐9 What is driving natural and organic growth in the conventional food channel? 65
Chapter 6: Marketing budgets ................................................................................... 66 Figure 6-‐1 Annual marketing budget (excluding trade spend, staff and overhead) ............ 67
Change in marketing budget .............................................................................................. 68 Figure 6-‐2 Year over year change in marketing budgets 2012–2013 ................................... 68 Figure 6-‐3 Year over year change in marketing budgets 2013–2014 ................................... 68 Figure 6-‐4 Factors affecting future budgets ......................................................................... 69 Figure 6-‐5 Annual trade marketing budget .......................................................................... 70 Figure 6-‐6 Measuring ROI for trade marketing spend .......................................................... 71 Figure 6-‐7 Marketing budget as percent of revenue, by company size ............................... 72
September 2014 © 2014 Pure Branding, Inc. 5
Chapter 7: Special report — Rapid-‐growth companies ............................................... 73 Finding #1 – Rapid growth happens to all companies, regardless of size ............................ 74 Finding #2 – Product differentiation pays off ....................................................................... 75 Finding #3 – Limited marketing experience can hamper growth ......................................... 76 Finding #4 – Going to seminars and conferences translates into good ROI ......................... 77 Finding #5 – Marketing budgets matter ............................................................................... 78 Finding #6 – The better the data, the more rapid the growth ............................................. 79 Finding #7 – Embrace online digital and mobile marketing ................................................. 80 Finding #8 – Keeping your employees connected to company values has its benefits ....... 81
Chapter 8: Marketing tactics ...................................................................................... 83 Figure 8-‐1 Traditional marketing tactics used in last 12 months ......................................... 84 Figure 8-‐2 Estimated ROI for traditional marketing tactics .................................................. 85 Figure 8-‐3 Online marketing tactics used in last 12 months ................................................ 86 Figure 8-‐4 Estimated ROI for online marketing tactics ......................................................... 87
Top Ten Tactics .................................................................................................................. 88 Figure 8-‐5 Top ten marketing tactics (combined traditional and online) used in last 12 months ................................................................................................................................. 88 Figure 8-‐6 Top ten marketing tactics (combined traditional and online) in ROI in last 12 months ................................................................................................................................. 89
Tactic profiles .................................................................................................................... 91 Traditional Marketing Tactics ............................................................................................ 92 Percent discounts .............................................................................................................. 92 Demo: Live ........................................................................................................................ 93 Advertising: Circulars/In-‐store ........................................................................................... 95 Content: Sales collateral .................................................................................................... 97 Coupons ............................................................................................................................ 98 Co-‐op advertising .............................................................................................................. 99 Consumer advertising: Print ............................................................................................. 100 Event marketing ............................................................................................................... 101 Promotion tied to charity or organization (local or national) ............................................ 102 BOGO (buy one, get one free) ........................................................................................... 103 Point-‐of-‐purchase/Shelf-‐talkers ........................................................................................ 104 Press relations .................................................................................................................. 105 Shipper displays ............................................................................................................... 106 Demo: Passive .................................................................................................................. 107 Market research ............................................................................................................... 108 Sponsorships .................................................................................................................... 109 Content: Video ................................................................................................................. 110 Educational: In-‐person training ......................................................................................... 111 Manufacturer-‐purchased shelf/display space ................................................................... 112 Consumer advertising: Advertorial ................................................................................... 113 Direct marketing: Mail ...................................................................................................... 114 Loyalty programs .............................................................................................................. 115 Personalized database-‐driven marketing .......................................................................... 116 Buzz marketing ................................................................................................................. 117 Consumer advertising: Radio ............................................................................................ 118 Sweepstakes .................................................................................................................... 119
September 2014 © 2014 Pure Branding, Inc. 6
Direct marketing: Telemarketing ...................................................................................... 120 Frequent shopper programs ............................................................................................. 121 Consumer advertising: Television ..................................................................................... 122 Online marketing tactics ................................................................................................... 123 Website ............................................................................................................................ 123 Facebook .......................................................................................................................... 124 Email newsletters ............................................................................................................. 125 Online contests, coupons and giveaways .......................................................................... 127 Twitter ............................................................................................................................. 128 Search engine optimization (SEO) ..................................................................................... 129 Blogging ........................................................................................................................... 130 Banner advertising ........................................................................................................... 131 Direct marketing by email ................................................................................................ 132 Pinterest .......................................................................................................................... 133 YouTube or other online videos ........................................................................................ 134 Search engine marketing: Pay-‐per-‐click ............................................................................ 135 Mobile phone apps ........................................................................................................... 136 LinkedIn ........................................................................................................................... 137 Educational: Online training ............................................................................................. 138 Webinars .......................................................................................................................... 139 Google+ ............................................................................................................................ 140 Content: User-‐generated .................................................................................................. 141 Lead nurturing .................................................................................................................. 142
Chapter 9: Top marketing tactics used by retailers ................................................... 143 Figure 9-‐1 Retailer use of traditional marketing tactics ..................................................... 144 Figure 9-‐2 Retailer use of online marketing tactics ............................................................ 145 Figure 9-‐3 Tactics most effective in increasing sales .......................................................... 147 Figure 9-‐4 Tactics most effective in driving sales inquiries ................................................ 147 Figure 9-‐5 Tactics most effective in increasing consumer loyalty ...................................... 148
Chapter 10: Social media ......................................................................................... 149 Facebook .......................................................................................................................... 151
Figure 10-‐1 Approximate number of Facebook fans/Likes ................................................ 151 Figure 10-‐2 Approximate frequency of posting on Facebook ............................................ 152 Figure 10-‐3 What companies use Facebook for ................................................................. 153
Twitter ............................................................................................................................. 154 Figure 10-‐4 Approximate number of Twitter followers ..................................................... 154 Figure 10-‐5 Approximate frequency of tweeting on Twitter ............................................. 155 Figure 10-‐6 What companies use Twitter for ..................................................................... 156
Google+ ............................................................................................................................ 157 Figure 10-‐7 Approximate number of Google+ followers .................................................... 157 Figure 10-‐8 Approximate frequency of posting on Google+ .............................................. 158 Figure 10-‐9 What companies use Google+ for ................................................................... 159
Pinterest .......................................................................................................................... 160 Figure 10-‐10 Approximate number of Pinterest followers ................................................ 160 Figure 10-‐11 Approximate frequency of pinning on Pinterest ........................................... 161 Figure 10-‐12 What companies use Pinterest for ................................................................ 162
September 2014 © 2014 Pure Branding, Inc. 7
Chapter 11: Special report — Four findings for social media success ........................ 163 How we determined success .............................................................................................. 163 Finding #1 – Companies succeeding in social media tend to value research more ........... 163 Finding #2 – Companies succeeding in social media are far more involved in online marketing ........................................................................................................................... 164 Finding #3 – Companies succeeding in social media practice the art of engagement ....... 164 Finding # 4 – Companies succeeding in social media commit more of their budget to marketing ........................................................................................................................... 164 Figure 11-‐1 All size companies ........................................................................................... 165 Figure 11-‐2 Small companies (<$1 million) ........................................................................ 166 Figure 11-‐3 Medium companies ($1 million to $15 million) .............................................. 167 Figure 11-‐4 Large companies (>$15 million) ...................................................................... 167
Chapter 12: Branding and packaging ........................................................................ 168 Figure 12-‐1 Most recent packaging redesign ..................................................................... 169 Figure 12-‐2 Percent of budget allocated to packaging design ........................................... 170 Figure 12-‐3 Type of packaging redesign ............................................................................. 171 Figure 12-‐4 Was the packaging redesign part of a broader rebranding effort? ................. 172 Figure 12-‐5 Redesign outcomes after placement over time .............................................. 173 Figure 12-‐6 Redesign outcomes after placement over time when part of a broader rebranding effort ................................................................................................................ 175
Chapter 13: New product introduction .................................................................... 176 Figure 13-‐1 Quantity of new product launches in the past 24 months .............................. 177 Figure 13-‐2 Percent of budget allocated for new product launches in the past 24 months ........................................................................................................................................... 178
Chapter 14: In-‐house versus outsource .................................................................... 179 Size of marketing departments ......................................................................................... 180
Figure 14-‐1 Size of marketing department ........................................................................ 180 Figure 14-‐2 Marketing services outsourced ....................................................................... 182
Marketing services outsourced ......................................................................................... 183
Chapter 15: Trade show involvement ...................................................................... 184 Figure 15-‐1 Trade shows exhibited in the prior 12 months ............................................... 185 Figure 15-‐2 Reason for exhibition ...................................................................................... 186 Figure 15-‐3 Trade shows attended by retailers in the prior 12 months ............................. 187 Figure 15-‐4 Retailers’ reason for exhibition ....................................................................... 188
Chapter 16: Words of wisdom from companies and retailers ................................... 191 Financial advice .................................................................................................................. 191 Strategic advice .................................................................................................................. 191 Tactical advice .................................................................................................................... 192
About the Authors ................................................................................................... 195
September 2014 © 2014 Pure Branding, Inc. 8
Introduction When we launched the first Natural Products Marketing Benchmark Report in 2011, we set out to fill a major gap in the data available within the industry — specifically, the objective benchmark reports that marketers at larger, conventional corporations take for granted in making informed business decisions. The positive feedback we received was tremendous. Now we’re pleased to present our second report, and the interim three years has given us a perspective on how much our industry has evolved and how its marketing has become more sophisticated. The partnership between SPINS and Pure Branding has evolved during the past three years as well. Pure Branding is proud to be a strategic partner within the SPINS Ecosystem, a combination of technologies, innovation and strategic partnerships. We want to thank the hundreds of marketing decision makers who took the time to fill out this year’s survey. Without them, there would be no report. We hope this edition provides both them and you who are reading this report with data-‐driven insights of immediate use to natural products companies serious about marketing. The 2015 edition is far more robust than the last, and this year we’ve included insights from retailers as well. This benchmark will not only help natural products marketers with their planning and budget rationales, but with its increased attention on the ROI associated with the many marketing tactics there are to choose from, this benchmark will also help you determine which tactics will be the most effective for your business. We welcome any and all feedback to ensure our next edition is even more useful. Sincerely, Yadim Medore Founder + CEO, Pure Branding
Mary Ellen Lynch Director of Consumer Insights and Strategic Partnerships, SPINS
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