The Rise of the Conscious Consumer
Ever since Colmar Brunton’s ‘Better Business’ report on sustainability came into the spotlight, there has been much talk about the rise of the conscious consumer and how younger generations think about the products and brands they purchase.
Over the last few years, buying products that are ethical, sustainable and organic has really kicked off overseas.
This is especially true for the Health and Bodycare industry, as consumers become more aware that what they put on their skin affects their health just as much as the foods they consume. We are what we eat.
Interestingly, the recent stats suggest that the organic industry is growing not just internationally, but here in New Zealand.
In 2012, 74 per cent of New Zealanders believed “it’s important for New Zealand to grow and market food that’s organic and GE free.”
This percentage rose to 78 per cent by 2014. This whopping growth, according to Colmar and Brunton, is driven by New Zealand’s younger generations. These generations, especially Gen Y and X, are also willing to pay more for organic products.
The rise in consumer demand for organic produce will only continue to grow. This presents unique market opportunities for New Zealand businesses and growers, especially those who are considering transitioning into organics.
In December just last year, Seeka Kiwifruit Industries delivered record returns for organic produce exported into Australia.
Organic kiwifruit sold at twice the price of conventional fruit. Seeka’s organic returns were up more than 400 per cent on 2013, whereas conventionally grown fruit was up 60 per cent.
This is just one of the many examples where organics has trumped conventional produce and delivered greater economic value for lower environmental cost.
New Zealand is fast-entering a purpose led age where the consumer holds power and choice about what products they want to buy.
The sustainable and organic ‘brand story’ is a great story to tell. It is exciting, inspiring and current. It appeals to the next generation of consumers, and smart, savvy businesses are recognising the vast market potential that surrounds New Zealand’s organics industry.