Food & Drink International - Winter 2017, Volume 2 - 46
The Hain Celestial Group Inc.
North America Gary Tickle says. "Consumers across all
generations are making more healthy food choices."
In the United States, Hain Celestial sells more than 2,000
different products that range from teas, baby food and soups
to shampoos and other self-care products. They are sold
under 30 different brands. Roughly 100 new products were
introduced this year.
"I don't think there's any other company in the natural
and organic arena that touches the consumer each day in as
many different ways as we do," Tickle says. "They wake up
and use our Alba Botanica face wash in the morning. They
have a cup of our Celestial Seasonings tea in the afternoon
and a healthy snack from Terra Chips in the evening. We
are truly touching the consumer in many different places
throughout the day."
Hain Celestial's top-selling brands include Celestial Seasonings, The Greek Gods, Earth's Best, Sensible Portions,
Alba Botanica, Spectrum, Terra, Imagine, Dream, Garden
of Eatin' and MaraNatha. These brands represent roughly
80 percent of Hain Celestial's annual sales in the United
States. This year, the company started breaking its products
into what it calls "core category platforms" to increase marketing and innovation. They are: Better-For-You Snacking,
Better-For-You Pantry, Better-For-You Baby, Fresh Living,
Tea, Pure Personal Care and Cultivate Ventures.
After operating as solely a food company, Hain Celestial
entered the personal care category in 2004, which has been
steadily growing for the past 10 years. "People not only care
what they put into their bodies but what they put on their
bodies," Tickle says. "This platform is growing stronger."
For example, the Alba Botanica brand features a cruelty-free range of personal care products for skin and hair
made with 100 percent vegetarian ingredients and no parabens, phthalates or harsh sulfates. This includes organic
face washes, moisturizers, shampoos and conditioners,
body lotions and sunscreen lotions.
Hain Celestial has a diversified, multi-channel customer
base. Its products can be found at major retailers such as
Costco, Whole Foods, Wal-Mart, Sam's Club, Target, Trader
Joe's, Kroger and TJ Maxx.
Online sales of natural and organic products account for
nearly 30 percent of the company's U.S. food and beverage
sales, which is three times higher than the brick and mortar
share. "The demographics of the online shopper align well
with the natural and organic consumer, and the convenience
and wider availability of products online appeals to an increasing number of consumers, helping to expand the reach
of better-for-you product options." Tickle says.
Less than 10 percent of Hain Celestial's U.S. revenue is
generated from online sales. "But it's the fastest growing
channel in our business," Tickle adds.
Through the company's partnerships with major e-commerce retailers, its products are available on websites such
as Amazon, Jet, Fresh Direct, Peapod and Boxed - along
with being available on the websites of many of its brickand-mortar distributors.
Because online activity is on the rise, Hain Celestial is also
investing in digital engagement and increasing its presence
on social media sites, including recent campaigns for MaraNatha, Spectrum Culinary Oils, Imagine soup and Alba
Botanica personal care.
Hain Celestial has long been an innovator in its industry. Not
only did it recognize a need for organic and natural products earlier than others, the company believes it has helped
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