How should mainstream retailers merchandise 'natural' foods?

By Elaine Watson

- Last updated on GMT

How best to merchandise 'natural' foods? For some mainstream food retailers, a store within a store is the best option, says David Winter, director of sales operations and sales strategy at SPINS. For others, it makes more sense to integrate them but segment them within each category, with clear signage. 

Integrating them without clear signage, however, is a "terrible option,​" said Winter, who caught up with FoodNavigator-USA editor Elaine Watson after giving a presentation at the Healthy & Natural Show​ on Thursday at Chicago's Navy Pier.

 "It doesn't communicate anything to the consumer, you're leaving a lot to chance and you're leaving a lot for them to figure out on their own."

As to what is should be in the 'natural' set or store within a store, it confuses retailers, brands and consumers alike, said Winter. 

"It can't just be about a set of claims or banned ingredients. It's also about how things are perceived by consumers, so at SPINS we are trying to bring some clarity to that conversation, to create a common language."  

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