Mosser: How can natural product retailers compete with online giants while still keeping prices fair and service personal?


Alina Hornfeldt & Lauren Gaffney, Co-Owners of Mastel’s: By leaning into what online retailers can’t offer: real relationships, individualized consultations, and a curated selection that removes guesswork. At Mastel’s, we don’t try to be the cheapest—we aim to be the most helpful. When customers understand why a supplement is right for them, the value becomes clear. We keep prices fair by building strong vendor partnerships, buying smart, and avoiding unnecessary overhead. And we compete by showing customers that saving $3 online isn’t worth losing the expertise, safety, and support that come from knowledgeable staff who actually know them.


Keely Ward, National Sales Manager, True Grace: Natural product retailers win where online giants can’t compete: connection, local expertise, and trust. One strategy I see many successful retailers using is partnering with vendors that have (and enforce) a Minimum Advertised Price (MAP) policy. This protects retailers and prevents price erosion.

Beyond that, retailers can offer value-driven in-store bundles and loyalty rewards to stay competitive without needing to race online giants. Leveraging in-store sampling, events, and community engagement further differentiates the experience, creating value and trust that no online algorithm can replicate. Community is everything!

Dr. Lexi Loch, N.D.: It feels like consumers are seeking a more personalized shopping experience, which is what natural product retailers specialize in. Natural product retailers are in a unique position to be a destination that provides a well-curated product selection, along with education and a sense of community. Keeping prices competitive may be a challenge, but can be overcome with conversations around staff expertise, quality, potential discounts (loyalty programs, volume discounts, etc.), and supporting your local economy. 

Because health is a journey, it’s important to have a sense of support and community, which is another area where natural product retailers shine. There is something so special about walking into a health food store and knowing that you are in a space that prioritizes health.

Mosser: How can we better educate consumers about natural vs. conventional products without overwhelming them?

Hornfeldt & Gaffney: Start with bite-sized education. Instead of giving people a thesis on supplements or clean ingredients, we offer simple, relevant explanations tied to their goals. One question, one product, one clear benefit. In-store signage, quick comparison cards, and really listening to our customers. Also, we explain which corporations own the brands they are familiar with and which are independently owned, and how that makes a difference. The key is: Don’t make people feel wrong for not knowing. Make them feel empowered for learning.

Ward: For me, I like to keep it simple and repeatable. Attention spans are short! Quick comparison cards, shelf talkers, and 30-second talking points that the team can easily share work really well. Consumers don’t need the full science lesson; they just want the “why it matters for me” in a sentence or two. It’s less about showing how much you know and more about showing that you care about helping them find the right solution.

Dr. Loch: Having different options for education, including articles, brochures, videos, and lectures, may help give consumers the opportunity to learn in a way that is the most engaging for them. Some people may prefer to read an article or brochure themselves and then come in and discuss questions they may have. Other consumers may prefer videos or webinars to help them better understand a topic. By offering education that resonates with different learning styles and preferences, the ball is in the consumer’s court and that helps create a sense of empowerment to become more educated.

Mosser: What strategies could make natural product marketing resonate more with Gen Z and Millennial shoppers?

Hornfeldt & Gaffney: Authenticity first. They don’t want perfection—they want transparency. Show the behind-the-scenes of how products are chosen, highlight the real people who run the shop, and talk openly about sustainability, ethics, and ingredient sourcing.

Short-form video is essential. So is humor. And showing actual staff using the products—not polished stock photos or AI images or videos. Younger shoppers also respond to mission-driven messaging: community, well-being, inclusivity, and environmental stewardship.

Ward: As a Millennial, I see first-hand that natural product marketing resonates when it feels authentic and values-driven. We care about transparency, sustainability, and social purpose–areas where True Grace and many natural product retailers shine. That’s part of why I was so eager to jump into this industry! Marketing works best when it:

  • Shows real people and real results. I want to hear the details! Tell me about mistakes you made starting your business or how you got into this industry.
  • Highlights supply chain transparency and environmental impact. Share the story: why your bottle looks different, how you met the fisherman supplying your Omega3, or your awesome team garden behind the store (shout out Mastel’s!).
  • Uses short-form videos. Give a peek into a day in the life of your team.
  • Demonstrates community connection rather than corporate polish. How are you involved in the community?

Gen Z and Millennials want to know a brand’s values just as much as the product benefits. Brands that communicate in a way that’s real, personal, and easy to engage with will naturally capture our attention.

Dr. Loch: Understanding what drives purchases for the Gen Z and Millennial shoppers is key to long-term success with these demographics. There’s a big focus within the Gen Z and Millennial shoppers on quality, transparency, education, sustainability, and authenticity. Creating content that highlights these areas, along with cultivating a desirable in-store experience will help build trust and loyalty. WF