Consumer Shopping Habits for Wellness and Environmentally ...

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Figure 87 – Most Important Purchase Factors Other Than Price Effectiveness (works well, etc.) 54% Lack of irritants (skin, eye, lung, etc.) 47% Purity or healthiness of something that goes in or on the body 31% Availability (I can find it easily where I shop) 17% Ease of use 16% Supporting companies/brands that have good practices (such as doing business fairly and treating workers well) Environmental impact of the product 10% 5% Q32: “When you buy Cosmetics, what are the most important factors OTHER than price/value? Please check your top TWO choices” | Base: Cosmetics shoppers (n=265). | Source: GMDC 2009 Survey, Mar. 2009. Shopping Barriers for Makeup & Cosmetics Consumers by far find there are too many choices within the makeup and cosmetic category. Consumers cite this issue (46%) at a rate of nearly double the other aspects of shopping so it is clearly top of mind for shoppers. Figure 88 – Shopping Barriers for Makeup & Cosmetics There are too many choices 46% Hard to locate preferred products within stores 24% Lack of selection in convenient stores 23% It's hard to find help inside the store 21% I don't know much about these types of products 17% Getting in and out of the store is a hassle 16% Q33: “Other than price, what is the worst aspect of shopping for Cosmetics? Please check your top TWO choices” | Base: Cosmetics shoppers (n=265). | Source: GMDC 2009 Survey, Mar. 2009. 102
Brand and Product Offerings For the most part, there do not seem to be any significant gaps in product across the H+W (and, more general quality) continuum. In retail space, much in the way of higher quality options is missing from some mainstream channels, however, we believe there is limited opportunity in spanning this gap as consumers have a hard time imagining ―better‖ brands in those channels. Figure 89 - Makeup & Cosmetic Brands REVLON MAYBELLINE CLINIQUE MAC DR. HAUSCHKA ORIGINS ORGANICS PERIPHERY MID-LEVEL CORE Plant and Garden Care H+W Resonance Plant and garden care is somewhat related to H+W in that fears of toxicity (Mid-level and Core) and environmental impact drive purchase to some degree. While there is this H+W relevance, interest in more natural alternatives in Plant and Garden care typically does not emerge by itself, but comes as a result of interests cultivated through other (Gateway) categories. There are some differences here across subcategories. Often, consumers feel that they are not in control of their yards due to lawn and landscaping services and/or spouses taking the lead in making product choices, so there may be limits on opportunities relating to certain aspects of this category. Gardens, in contrast, are an area where many consumers do feel they have some control. There is some H+W resonance with gardens as foods are often grown, and various food-related aspects of H+W are present in the minds of consumers when thinking about their gardens. Houseplants have minor H+W relevance as they may help to create home spaces that seem more in tune with nature. Purchase Criteria Periphery consumers, as they are in many other categories, are driven by price and effectiveness perception in this category. In the Mid-level (and extending into the Core), other priorities emerge, as consumers become concerned with toxicity and the environmental impact of their products. This is most acute in the garden, since food is often grown. Core consumers will typically avoid any kind of chemical-containing product for outdoor use. As indoor plants pose less of a potential environmental impact (they are contained in their pots), comfort with conventional products extends fairly far into the World of H+W; for most consumers, long-established products such as Miracle-Gro are the choice. As an aside, many consumers indicated that they would be willing to pay extra for a lawn service to use less ―chemicals‖ and more natural treatments on their lawns, but this lies outside our retail channels of interest for this study. 103
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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
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Q31: “How has your approach to sh
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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 and 102: Figure 79 - Shopping Barriers for O
Page 103 and 104: Figure 82 - Feminine Hygiene Purcha
Page 105: Product Example Organyc provides a
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
Page 153 and 154: priority‖ in the specialty drug c
Page 155 and 156: 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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