Demographic Profile

Age

• Organic superfoods are mainly popular among Generation Z and the millennials. Research by Packaged Facts revealed that younger adult consumers of the Generation Z (men and women aged 18-24) and millennials (men and women aged 25-39) are the biggest buyers of organic foods, including superfoods.
• The research also showed that adults aged under 40 years are more oriented to organic eating, a trend that drops off at the age of 55 and over.

• Another research by IFT showed that half of Generation Z are interested in the novel food ingredients offered by organic superfoods. The age group is also specifically interested in foods that improve their health such as organic superfoods.

Sex

•  Women are most likely to buy organic superfoods.
• Research shows that women are more interested in consuming organics enriched with functional properties or organic superfoods compared to men.

Income Level

• Organic superfoods have been experiencing a high demand in the US amid increasing health awareness among consumers. The number of new launches in the country also points to the rising popularity of organic superfoods.
• A high demand coupled with irregular supply has led to high prices for the products. Thus, interest in organic superfoods is highest among people in the upper-income category. Such consumers are willing to pay more for foods with unique ingredients.

Race

• Considering that Hispanics are among the top buyers of organic products in the United States, they are also likely to buy organic superfoods more.
• Statistics show that Hispanics spend 13% more on organic products with more than half of the ethnicity buying natural and organic product at grocery stores.

Education Level

• Organic superfoods consumers are likely to be people with a higher education level and aware of the health benefits of such foods.
• Research has shown that high education is positively linked with consumer preferences for functional foods and other organic superfoods.

Psychographic Profile

Lifestyle

• Organic superfoods consumers have a craving for a healthy lifestyle characterized by eating healthy foods. The consumers have a profound interest in healthy living amid rising cases of health-related problems.
• Overall, superfoods consumers are healthy conscious individuals focused on their personal wellbeing.

Spending Habit

• A typical organic superfood customer consumer is ready to pay more for the product that has a positive impact on their life. The consumers’ relatively high income enables them to overlook the price in pursuit of the perceived health benefits of the products.
• Moreover, many organic superfoods consumers prefer purchasing the products from offline stores such as hypermarkets, convenience stores, supermarkets, and pharmacies.
• The choice of offline purchases is driven by the opportunity to verify the products physically as well as expert assistance.

Activities

• Organic superfoods consumers are likely to engage in sporting activities. The foods are popular among athletes because of their high nutritional value.
• Studies have shown that organic superfoods help in athletic performance. The foods help in maintaining energy levels, boosting endurance, burning fat, and keeping off illnesses.

Priorities and Motivations

• Organic superfood consumers are mainly motivated by the perceived health benefits of the products. Consumers consider organic superfoods as healthier than regular food. The consumers also prioritize maintaining their health.
• Moreover, organic superfoods are becoming more influential because of health issues such as heart health, weight management, and gut health.

Values

• People who consume organic superfoods in the US like natural foods with natural ingredients. Such consumers also value transparency and authenticity.
• The consumers also believe that organic superfoods have a higher nutritional content that traditional foods.
• To most consumers, organic superfoods satisfy consumers’ ethics because they have a minimum impact on the environment.

Consumer Journey

• Organic superfood consumers make their purchase decision by recognizing the need to prioritize their own health or health awareness.
• They then search for information regarding the available organic superfoods. At this point, the focus is mainly on brand and price.
• After evaluating the available products, the consumer decides to buy the organic superfood product that fits their preferences.
• An organic superfood’s purchase decision is spurred by the need to consume a high-quality organic food, availability, and price. The brand of the product is also a key influencing factor.
• A research conducted by Navitas Organics showed that 62% of its organic superfoods shoppers are attracted by the company’s authenticity and ethical values.
• Another factor that pushes organic superfoods consumers to make a purchase decision is transparency in how a company sources its products as well as its position on important issues. In the research by Navitas Organics, 74% of the respondents expressed their desire for transparency.
• Once a purchase decision has been made, the customer then shifts the focus to where to buy the organic superfood product identified. In this regard, the customer may choose to buy offline or online.
• Often, organic superfoods consumers buy their products in offline stores such as pharmacies and hypermarkets. Click-and-collect service and home deliveries offered by the offline stores have attracted many consumers.
• As earlier indicted, the offline stores allow consumers to physically check the products and obtain professional help. Nonetheless, the onset of COVID-19 pandemic has shifted the trend with many consumers now ordering online in the wake of closed stores.
• Some brick-and-mortal retail stores have also switched to online platforms to weather the effects of the pandemic. Market players are also teaming up with e-commerce brands such as Amazon or developing mobile apps to sell their organic superfood products.