Consumer Shopping Habits for Wellness and Environmentally ...

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.
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