The Greening of Supermarket Non-Foods

The Greening of Supermarket Non-Foods

Commentary From Our Chairman / CEO

Photo SleeperMike 2011
The Greening of Supermarket Non-Foods

Michael D. Sleeper, Chief Executive Officer, Imperial Distributors, Inc.

A recent survey by Natural Food Retailers showed that nationwide natural and organic sales (including dietary supplements) in all market channels grew 10% to nearly $91 billion, outpacing traditional grocery sales. As for natural (eco-friendly/green) non-food sales, they increased 9% to reach over $2 billion in sales and continue to grow.

The key factors influencing the growth in natural, organic and eco-friendly/green products were found to be:

  • Consumers who are becoming more educated about health, wellness and environmental issues.
  • Growing foodie and farm-to-table movements.
  • Favorable media focus on the merits of natural and organic products.
  • Changing perception that natural and organic products are considerably more expensive.
  • Change in perception due to the availability of store brands as an alternative to the national brands.
  • Focus of conventional supermarkets on healthier eating.

As natural, organic and eco-friendly grocery products become more mainstream in conventional supermarkets, so will the expansion of natural and green non-food items.

Tom’s of Maine with their toothpaste, toothbrushes, mouthwash, dental floss and deodorant, were the first natural and environmentally responsible HBC products to enter mainstream supermarkets some 35 years ago. They promoted their products as having no artificial colors or flavors, no artificial preservatives, no genetically modified organisms, and the use of recyclable packaging. Unfortunately, they were ahead of their time, and their market share was small and distribution only regional.

Today, hundreds of manufacturers and thousands of HBC items have been added including: cosmetics, soaps, oral, skin and hair care products, creams and lotions and natural vitamin supplements. Many natural household cleaning products are best sellers in supermarkets because they have no harsh chemicals and their packaging is recyclable.

While the growth and acceptance of natural health and beauty products have seen a surge over the past several years, the introduction of natural and eco-friendly General Merchandise offerings has been slow in coming. Some GM categories are visible and becoming more widely accepted.

One of the first organic GM categories to expand and get the attention of supermarket shoppers was in the pet supply category where 100% natural bones, dog chews and treats became must have items in pet departments. Today, shoppers find natural pet shampoos, green flea and tick products, and organic certified catnip as well as natural bamboo leads and collars.

Another large non-food category that is growing in supermarkets is the natural and environmentally friendly baby line. These products are attractive to the millennial generation who are willing to pay a little more for the green, chemically free, all natural and plant-based items for their children. Products in this category include insulated cups, toys, teethers and children’s feeding and storage items. All are BPA-free, PVC-free, and made of recycled and natural materials.

Other GM non-food categories that are natural and eco-friendly include kitchen tools made of recycled plastics, kitchen domestics made from natural bamboo, and food storage containers made from recycled glass.

Retailers are more interested than ever in knowing about items that are natural, organic and eco-friendly. Our September Seasonal Show and our Innovation Center have eco-friendly or 100% natural clearly marked on items and displays.

There’s no question that consumer demand for natural, organic, and eco-friendly products is rapidly expanding into mainstream supermarkets. This is what shoppers are looking for and going “green” in non-foods makes good business sense.

For comments or questions, contact us by phone at 508-756-5156, or e-mail: msleeper@imperialdistributors.com