Consumer Shopping Habits for Wellness and Environmentally ...

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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. 98
Figure 82 - Feminine Hygiene Purchase Criteria PRICE EFFECTIVENESS PERCEPTION SCENT “CHEMICAL-FREE” ENVIRONMENTAL IMPACT PERIPHERY MID-LEVEL CORE As usual, the effectiveness of feminine hygiene products is the number one most important nonpricing factor (71%). Convenience factors such as ease of use (28%) and availability (27%) are the next most top of mind in importance for consumers. Figure 83 – Most Important Purchase Factors Other Than Price Effectiveness (works well, etc.) 71% Ease of use 28% Availability (I can find it easily where I shop) 27% Purity or healthiness of something that goes in or on the body 16% Lack of irritants (skin, eye, lung, etc.) 15% Supporting companies/brands that have good practices 6% Environmental impact of the product 5% Q32: “When you buy Feminine hygiene/contraceptives, what are the most important factors OTHER than price/value? Please check your top TWO choices” | Base: Feminine hygiene/contraceptives shoppers (n=214). | Source: GMDC 2009 Survey, Mar. 2009. Shopping Barriers for Feminine Hygiene Convenience factors again are the Shopping Barriers for feminine hygiene. About a third or more of consumers cite too many choices, lack of selection in convenient stores, and getting in and out of stores. 99
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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
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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 and 100: offered in fluoride-free versions.
Page 101: Figure 79 - Shopping Barriers for O
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
Page 151 and 152: 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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