Consumer Shopping Habits for Wellness and Environmentally ...

Figure 80 - Eye Care Decision Criteria
PRICE
“WHAT MY OPTOMETRIST GIVES ME”
NATURAL/HOMEOPATHIC
NO ANIMAL TESTING
PERIPHERY MID-LEVEL CORE
Brand and Product Offerings
There are few natural or directly H+W related products available in this category, other than
somewhat obscure products at the Core (e.g. Similasan). This may seem like an opportunity, but it
should be approached with caution due to the lack of direct H+W resonance in the category even to
some degree in the Core.
Figure 81 - Eye Care Brands
VISINE
STORE BRAND
RENU
OPTI-FREE
SIMILASAN
PERIPHERY MID-LEVEL CORE
Feminine Hygiene
H+W Resonance
This category generally tends to lack a strong H+W resonance despite direct contact with, and in
some cases, in, the body. While ―natural‖ forms of feminine hygiene products form part of an overall
H+W product repertoire for Core consumers, there is generally little use or awareness of such
products outside the Core.
Purchase Drivers
Price, product effectiveness perceptions, and to some degree scent, form key purchase decision
criteria in the Periphery and Mid-level. Core consumers prefer to buy products that are chlorine, dye,
and fragrance-free (―chemical free‖) and they are willing to pay higher prices and sacrifice some level
of effectiveness to have products meet these criteria. Core consumers are also concerned about
environmental impact in this category.
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