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Published: 02/02/2007

Soccer moms out; yoga mamas moving in



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Sharon Cole was part of a frazzled mothers-only phenomenon that has gradually evolved soccer moms into yoga mamas. Her frantic zap of mini-van motherhood has gradually changed to a calm Zen that embraces all-natural products and organic foods, matching an emerging lifestyle that focuses on a "whole life."

Yoga Mamas like Cole, middle-to-upper class mothers age 25 to 40, are more interested in attending yoga class and focusing on their natural inner spirit than obsessing about soccer schedules and stressing out their families. Rather, yoga mamas make time for themselves as well as the hectic sports schedules of their kids. Aromatherapy sales are benefitting, according to one aromatherapy specialist.

One-hundred percent pure aromatherapy products found are essential to the Yoga Mama's all-natural lifestyle, said Mindy Seiffert, Aura Cacia aromatherapy specialist. Brands like Aura Cacia, a leading 100 percent pure aromatherapy product line, have offered kid products to mirror the buying standards of their parents.

Aura Cacia's Foam Bath for Kids, along with a full line of adult aromatherapy products, are offered from a company that, according to Seiffert, is environmentally conscious and savors an all-natural approach. Those two factors appeal to Yoga Mamas.

"I recommend Aura Cacia's Foam Bath for Kids because it has no synthetic colors, fragrances or preservatives, and it's paraben free," said Seiffert. "It's formulated to be gentle. I use it on my twin toddlers every time they ask for a bubble bath."

Yoga Mamas are grocery store shoppers too. Peanut butter and jelly is being replaced by whole foods and organic ingredients that the entire family has committed to. Healthy, interesting foods offered by Simply Organic have always been popular with niche buyers, but according to Brett Karminski, Simply Organic food specialist, the all-organic food line is experiencing significant growth from the Yoga Mama shopper. Favorites like Sweet Basil Pesto Pasta Sauce, French Onion Dip, and Simply Organic Sloppy Joe seasoning mix can be found at www.frontiercoop.com.

"Our product lines offer spices and foods that match the Yoga Mamas' purity demands," said Karminski.

Simply Organic, an all-organic brand from Frontier Natural Products Co-op, offers certified organic spices, seasonings and baking flavors while supporting organic agriculture around the globe. Simply Organic donates one percent of all sales to organic farming causes around the globe.

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