Consumer Shopping Habits for Wellness and Environmentally ...

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This category has an obvious gap between products that attract Core H+W consumers and those that don‘t. In other words, this category lacks product options that bridge the gaps, which would aid in consumer H+W evolution. At present, Mid-level products are identical to Periphery products. This lack of intermediary product options is a key opportunity to accommodate consumer growth in the category through product innovation. Figure 78 - Oral Care Brands SCOPE COLGATE CREST WELEDA TOMS JASON PERIPHERY MID-LEVEL CORE Shopping Barriers for Oral care Consumers in all three H+W segments find there are too many choices in the Oral Care category (ranging from 42% for the Mid-level to 50% for the Core). In addition, the Core consumer is more likely to note the difficulty in finding help within the stores with their products (28%). Periphery consumers find it more of a challenge to get in and out of their stores to shop (37%). 96
Figure 79 – Shopping Barriers for Oral Care There are too many choices 42% 43% 50% It's hard to find help inside the store 16% 18% 28% Hard to locate preferred products within stores 19% 24% 28% Getting in and out of the store is a hassle 18% 23% 37% Lack of selection in convenient stores I don't know much about these types of products 11% 12% 10% 8% 13% 26% Core Mid-level Periphery Q33: “Other than price, what is the worst aspect of shopping for Oral care (e.g., toothpaste, mouthwash, or oral rinse)? Please check your top TWO choices” | Base: Oral care shoppers (n=545; 41 Core, 357 Mid-level, 147 Periphery). | Source: GMDC 2009 Survey, Mar. 2009. Eye Care H+W Orientation Like the oral care category, despite the direct application of product to the body, H+W resonance is low compared to some other personal care/HBW categories. Purchase Criteria Products within the category seem to lack distinctiveness to consumers. Many consumers select product on price alone, with price as an emphasis extending further into the Mid-level (and even Core) than it does with other categories. The other key purchase influence is ―whatever my optometrist gives me.‖ Consumers will use whatever optometrists provide, some rarely purchasing products outside of the optometrist‘s office and/or buying the same brand at retail stores as a default choice. Core consumers will look toward similar purchase criteria that they do in other personal care categories, but many of them, too, will simply stick with optometrist recommendations. 97
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Consumer Shopping Habits for Wellne
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Preface The Global Market Developme
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Introduction It is an exciting time
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Executive Summary Study Dimensions
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u Some categories show serious cons
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CHAPTER 1 | Project Overview and Me
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What important similarities and dif
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1/3 of participants with children u
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CHAPTER 2 | Consumers, Health and W
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Thus, the Mid-level is generally wo
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least amount of consistent H+W acti
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Figure 5 - Example Products in a Co
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Figure 7 - Meaning of H+W across th
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decline, and body aches and pains e
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Top Conditions The table below summ
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Figure 14 - Separation to Holism H+
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Key Dimensions of Consumption in th
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Social Networks Consumers‘ friend
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Geographic Distribution of H+W Cons
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Qualitatively, we have not seen sig
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Sustainability Sustainability as a
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Figure 21 - Sustainability Triggers
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Evaluating Responsible Companies Tr
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to most anything other than utter d
Page 49 and 50: Table 2 - Changes Made in Purchasin
Page 51 and 52: Q31: “How has your approach to sh
Page 53 and 54: CHAPTER 3 | Product Categories Intr
Page 55 and 56: Figure 26 - Purchasing of H+W food
Page 57 and 58: Categories Vary in Their H+W Resona
Page 59 and 60: Consumers may become ―stuck‖ (s
Page 61 and 62: Figure 31 - Importance of Being Nat
Page 63 and 64: Figure 33 - H+W Products Where Ther
Page 65 and 66: Figure 34 - Most Important Sustaina
Page 67 and 68: this. Additionally, some consumers
Page 69 and 70: H+W Relevance describes if and how
Page 71 and 72: Figure 39 - Functional Beverage Dec
Page 73 and 74: Figure 42 - Dietary Supplement Usag
Page 75 and 76: immune response. Bioavailability al
Page 77 and 78: Figure 47 - Herbal/Homeopathic Reme
Page 79 and 80: Diapers differ somewhat from other
Page 81 and 82: Figure 53 -Initial Usage of Natural
Page 83 and 84: Figure 55 - Hair and Skin Care Deci
Page 85 and 86: consumers often simply default to a
Page 87 and 88: Shopping Barriers for Hair and Skin
Page 89 and 90: Figure 64 -Reasons for Initially Pu
Page 91 and 92: Figure 66 - Concerns about Hazardou
Page 93 and 94: In addition, laundry detergents are
Page 95 and 96: likely to minimize the amount of OT
Page 97 and 98: Q32: “When you buy over the count
Page 99: offered in fluoride-free versions.
Page 103 and 104: Figure 82 - Feminine Hygiene Purcha
Page 105 and 106: Product Example Organyc provides a
Page 107 and 108: Brand and Product Offerings For the
Page 109 and 110: Shopping Barriers for Plant and Gar
Page 111 and 112: Shopping Barriers for Pet Supplies
Page 113 and 114: Brand and Product Offerings While t
Page 115 and 116: Healthier for families Better for t
Page 117 and 118: Retains essential vitamins Made in
Page 119 and 120: Key Packaging Considerations Immedi
Page 121 and 122: Biokleen Automatic Dish Powder On t
Page 123 and 124: Critical Issues in H+W Retail Below
Page 125 and 126: when a consumer does become more in
Page 127 and 128: having consistently low prices in t
Page 129 and 130: Drug Mainstream drug stores have mo
Page 131 and 132: Figure 99 -Top Products Purchased a
Page 133 and 134: importantly as fresh food stores fo
Page 135 and 136: Target) as well, trusting that pric
Page 137 and 138: Core Consumer Example 1 Suzie lives
Page 139 and 140: Please note that below we detail si
Page 141 and 142: Figure 101 - Example Channel-Catego
Page 143 and 144: PRIORITY CATEGORIES Home lighting o
Page 145 and 146: o Like mass channel stores, club st
Page 147 and 148: consumers often transition from pri
Page 149 and 150: Moderate to high level of selection
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o H+W-oriented products should free
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priority‖ in the specialty drug c
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Figure 108 - Desirability of In-Sto
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In-Store Health Services Consumer A
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Services Should be Physically Separ
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Other categories in order of prefer
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At the exit, relevant actions inclu
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SEGREGATED H+W PRODUCTS ARE HARD TO
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Figure 118 -Product Categories with
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Building Positive H+W Impressions t
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CONCLUSION The burgeoning Health an
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Figure 7 - Meaning of H+W across th
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Figure 57 - Hair Care Brands ......
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Figure 107 - Specialty Drug Channel
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Research Study Sponsors GMDC thanks
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