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Every time people measure it, organic produce sales growth outpaces conventional growth.
The latest figures from the Organic Produce Network using Nielsen data show organic accounted for 10.1 percent of total produce sales but 43 percent of sales growth.
While people of all ages buy organic food, the millennial generation demands it more, and consequently, marketers usually aim for this market.
Could targeting millennials with organic save the beer aisle too?
One Super Bowl commercial that resonated with me was the Michelob Ultra Pure Gold organic beer featuring actress Zoe Kravitz whispering about beer in its pure, organic form.
It was more than just a whisper though. It was in the increasingly popular YouTube video style, Autonomous Sensory Meridian Response (ASMR), which can elicit a physical response in the viewer, such as a tingle down the spine.
[iframe width=”600″ height=”400″ src=”https://www.youtube.com/embed/LXmlN9BAddg” frameborder=”0″ allow=”accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture” allowfullscreen]
Beer sales have been down the past few years, but Anheuser-Busch InBev hopes this label can help grow the category.
It’s no surprise to see another category turn to more heavily to organic to grow sales considering how successful it has been in food and especially fresh produce.
The question is how far is too far to push organic.
It’s easier for a consumer to equate a healthier growing method to a healthy food like an apple or lettuce. I’m not convinced that will work with a less healthy item like beer.
We haven’t seen it yet, but I get the feeling we’re getting closer to the limit where some consumers don’t see the benefit of an organic version of a product.
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