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"We want to give core consumers the opportunity to be involved".
But Gatorade's core consumers are still athletic sports drinkers -- what the industry calls the "active thirst" market.
Those core consumers are 22 to 24, at a stage in life that Mr. Thomson described as "autonomy without responsibility".
Over all, "our core consumers have stayed quite strong," she adds, reflecting that "Cesar's loyalty rate is the highest in the category".
Laurie Demeritt, president of the Hartman Group, said core consumers for organic goods, about 15percentt of the population, are becoming even more committed.
Another theory is that, as with the luxury industry, the core consumers, typically with high disposable incomes, are less affected by hard times.
Similar(27)
"Core consumer inflation could hit 1 percent early next year.
The core Consumer Price Index showed inflation of 2.9percentt, annualized.
"They're really benefiting from their core consumer".
Core consumer prices rose a mere 0.8% over the past year.
Year-over-year core consumer prices were up 2.4% and 5.0% overall.
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CEO of Professional Science Editing for Scientists @ prosciediting.com