Brands May Be Undervaluing Brick and Mortar Retail According to NBJ Sales Channel Report

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Manufactures could be putting too much focus on e-commerce to build their brands, according to a new survey and report from the Nutrition Business Journal

Brands and marketers can use the data in this report to see what customers are buying, where they are buying it and where they expect their dollars to go as the markets evolve.

A survey featured in the Nutrition Business Journal (NBJ) 2018 Sales Channel Report suggests natural product manufacturers could be undervaluing the role of brick and mortar mass retail.

The survey found that 60 percent of manufacturers rated e-commerce as “very important,” while roughly half as many (31 percent) gave equal weight to brick and mortar. Meanwhile, consumers ranked mass market brick and mortar as the number one place they expect to spend more money in coming years.    

The findings are part of a broad survey of 1,000 consumers and 300 manufacturers included in a report designed to assist brands with the data demands of effective omnichannel marketing. Tasked with engaging customers across virtual and actual settings, brands and marketers can use the data in this report to see what customers are buying, where they are buying it and where they expect their dollars to go as the markets evolve. They can also gauge where their competitors might be putting their emphasis and where they can best compete.

The full NBJ 2018 Sales Channel Report features108 data charts and tables packaged with insight from thought leaders in the natural products industry. Pivotal information includes sales and trend data in the food & beverage, dietary supplements and natural living categories. Sales are tracked in e-commerce, brick and mortar and additional channels including multi-level marketing and practitioners.

The report is also available in category-targeted versions:

  •     Supplements
  •     Natural Living
  •     Food and Beverage

To purchase copies, visit to https://www.newhope.com/store or email Cindy Van Schouwen, cvanschouwen(at)newhope.com.

For information on data and insights in the report contact NBJ Editor in Chief Rick Polito, rpolito(at)newhope.co or NBJ Senior Analyst Claire Morton, cmorton(at)newhope.com.

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Carrie Kocik
Public Relations
+1 (617) 694-5971
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