Spending profiles of “Albert’s shoppers” vs. “Bernard’s shoppers”

Spending organic food

Spending supplements

Spending body care

Spending total

Much more likely Albert's

$155.58

$46.36

$27.92

$227.10

Somewhat more likely Albert's

$149.05

$42.33

$31.41

$220.52

Equally likely

$154.51

$50.48

$32.71

$235.09

Somewhat more likely Bernard's

$172.10

$45.92

$30.64

$246.57

Much more likely Bernard's

$224.02

$60.71

$33.96

$316.14

Total

$166.88

$48.39

$30.85

$243.66

Total spending of the committed Bernard's shopper over the committed Albert's shopper: 39.2%

Stores can attract dedicated, high-spending naturals shoppers by being like Bernard’s, with a focus on quality, service and commitment to health.