49. What's REALLY Driving Health & Wellness

49. If you think price drives health and wellness sales, you're missing the real growth engine in CPG. The natural shopper isn't motivated by discounts—they're motivated by trust, transparency, and mission.  In this keynote from the Category Management Association conference, I break down what's truly driving natural and organic growth across every retail channel. Organic is the gold standard. "Natural" means nothing. Non-GMO isn't the same as organic. And clean label without certification doesn't build long-term trust. We unpack why natural products are the R&D arm of the CPG industry, why 53% of shoppers will pay more for healthier foods, and how organic growth fuels entire categories—from dairy to produce. I also explain why focusing on penny profit misses the bigger opportunity: growing total market basket and earning the loyalty of high-value shoppers. Category Management and Why It's Important to learn how to capitalize on these trends and earn an equal seat at the table. Then listen to additional episodes to go deeper into category leadership and sustainable retail growth. Get instant access on the show webpage: RetailSolved.com/session49