# #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica Malach

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-04-18
- Length: 49m
- Episode: 64
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-18-87-how-natural-shoppers-are-responding-to-inflation-with-social-natures-jessica
- Listen: https://share.transistor.fm/s/237a61d4

## Summary

Jessica Malach, VP of Marketing & Insights at Social Nature, discusses how natural CPG shoppers are responding to inflation, noting that 45% are buying fewer groceries and channel-shifting to conventional retailers like Walmart. She highlights that while price sensitivity is high, consumers remain health-conscious, prioritizing specific dietary attributes like gluten-free and plant-based options over general 'natural' claims. Malach advises emerging brands to focus on clear labeling, in-store trial, and leveraging community advocacy to drive acquisition and retention in a competitive macroeconomic environment.

## Chapters

- [0:04](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-18-87-how-natural-shoppers-are-responding-to-inflation-with-social-natures-jessica#t=4) Introduction and Social Nature Overview
- [6:40](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-18-87-how-natural-shoppers-are-responding-to-inflation-with-social-natures-jessica#t=400) Shopper Behavior Changes During Inflation
- [17:37](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-18-87-how-natural-shoppers-are-responding-to-inflation-with-social-natures-jessica#t=1057) Generational Differences in Shopping Habits
- [20:35](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-18-87-how-natural-shoppers-are-responding-to-inflation-with-social-natures-jessica#t=1235) Strategies for Customer Acquisition and Retention
- [33:50](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-18-87-how-natural-shoppers-are-responding-to-inflation-with-social-natures-jessica#t=2030) Retail Launch Tactics and Product Placement
- [42:38](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-18-87-how-natural-shoppers-are-responding-to-inflation-with-social-natures-jessica#t=2558) Social Nature Platform Capabilities and Data

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- Social Nature (company)
- Haven's Kitchen (company)
- Vega (company)
- Sweet Nothings (company)
- Honest Tea (company)

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- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (How I Built This)

## Citing this page

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