Organics: To Sell or Not to Sell?
That is the Question
As a retail establishment, this is more than likely a question that you have asked yourself, especially if your primary target is not the organic/natural baby market. Organic products are not just for "granola" parents anymore. Today, everyone from celebrities to grandparents are purchasing them, which has resulted in a market sector that is growing by leaps and bounds. Are you sure that your business can afford to miss out on such an amazing retail opportunity?
Why are organic products gaining so much popularity? Is it concern for our planet or concern for our children? While the protection of our planet is a relevant issue, the health and safety of a child is the primary motivating factor. 55% of parents who buy organic products do so because they believe them to be "healthier for me and/or my children." Parents of very young children, in particular under 3 years, are more likely to incorporate organic into their children's lives and do so most often for health-related reasons (findings from the 2009 U.S. Families' Organic Attitudes and Beliefs Study, jointly sponsored by OTA and KIWI Magazine).
When you become a parent, you want to do everything in your power to protect your amazing, pure, delicate infant from the harsh toxins of the world. Until recently we were unaware that a baby's skin can absorb up to 15 times more substances than an adults. The sales numbers are indicative of the results of this increased enlightenment.
The Organic Trade Association's 2010 Organic Industry Survey concluded that while the economy has been losing ground, sales of organic products reflect very strong growth. Organic non-food sales grew 9.1% in 2009 to reach $1.8 billion. The JPMA stated in 2008 that 56% of total gross shipment dollars were estimated to be eco-friendly or organic. A survey commissioned by Wal-Mart found that 60 percent of parents are interested in organic options for their infants (2006 LOHAS.com). There definitely is a growing trend towards all things "green" within the baby industry. The major brands and the large chain retailers have not ignored this trend. Companies including Nike, Adidas, Levi's, Gap, H&M, Nordstrom, Target, and Wal-Mart are now all offering organic products.
What exactly does "organic" and "certified organic" mean?
The Organic Trade Association states that the term "organic" refers to the way agricultural products are grown and processed. It includes a system of production, processing, distribution and sales that assures consumers that the products maintain the organic integrity that begins on the farm.
"Certified Organic" means the item has been grown according to strict uniform standards that are verified by independent state or private organizations. Certification includes inspections of farm fields and processing facilities, detailed record keeping, and periodic testing of soil and water to ensure that growers and handlers are meeting the standards that have been set. The most common certifications are for the actual farm where the cotton is grown, and the spinning and knitting/weaving mills where the cotton is then processed and finished. Truly certified organic products should be able to provide you an organic certificate from a regulated, independent certifying organization. The most common are: USDA, GOTS, OneCert, INDOCERT, and IFOAM.
One element to watch out for is processing. Some "organic" cotton is certified organic at the field level, but then is finished, bleached and dyed with the same chemicals that are used to finish conventional cotton. While the environment is benefiting from the cotton being grown without the use of chemicals, the sensitive baby/child will still be in contact with the same toxins as conventional fabric.
The Benefit of Organic
Organic agriculture protects the health of people and the planet by reducing the overall exposure to toxic chemicals from synthetic pesticides that can end up in the ground, air, water, and food supply, and that are associated with health consequences from asthma to cancer. Because organic agriculture doesn't use toxic and persistent pesticides, choosing organic products is an easy way to help protect yourself and the planet (Organic Trade Association).
How can you easily incorporate organic products into your retail establishment?
One key to a successful transition is to educate your staff on the meaning and benefits of organic baby products. This will allow them to be comfortable and confident in suggesting and explaining the benefits these new products offer your customers.
Today there is a huge selection of organic baby products to choose from. While organic apparel used to be drab and boring, it is now stylish and fashion forward. The most common fabrics used are organic cotton, organic bamboo, and organic blends. Some of the blends are allowed to have the addition of a small amount of synthetic fabric. Colors can safely range from bright white, thanks to the use of peroxide to bleach the fabric, to neon orange with the use of new environmentally friendly/non-toxic dyes.
In the natural/organic baby toy arena, there has been a huge rise in the interest and demand for organic cotton and wooden toys and teethers. The recent recalls by toy manufacturers and press surrounding the toxicity in common childhood toys have customers searching for more natural alternatives.
The growing demand by consumers for all things "green" and the benefits of organic products is difficult to ignore. Will you join the ranks of the most successful companies on the planet and be the next retailer of organic baby products? Your customers and Mother Nature will thank you.