Consumer Shopping Habits for Wellness and Environmentally ...

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Figure 90 - Plant and Garden Care Decision Criteria PRICE EFFECTIVENESS PERCEPTION NON-TOXIC ENVIRONMENTAL IMPACT PERIPHERY MID-LEVEL CORE Plant and garden care products are one of those product categories where environmental impact of the products is more on the radar for consumers. About a third (32%) of plant and garden care shoppers cite the environment as the most important purchase factor. This is much higher than the environmental importance rates for other products such as makeup (5%), bar soap (10%) and moisturizers (5%). Figure 91 – Most Important Purchase Factors Other Than Price Effectiveness (works well, etc.) 49% Availability (I can find it easily where I shop) 44% Environmental impact of the product 32% Ease of use 32% Lack of irritants (skin, eye, lung, etc.) 14% Supporting companies/brands that have good practices (such as doing business fairly and treating workers well) 5% Q32: “When you buy Plants and garden care, what are the most important factors OTHER than price/value? Please check your top TWO choices” | Base: Plants and garden care shoppers (n=390).| Source: GMDC 2009 Survey, Mar. 2009. Brand and Product Offerings Consumers do not expect to find much in the way of plant and garden care at the mainstream channels most relevant to this study, which suggests a limitation on opportunity here. Most consumers who do buy this type of product will purchase it at Home Depot or similar stores. Given this, there is presently little need to construct product sets across a large part of the H+W continuum, outside of channels specializing in natural plant and garden care. 104
Shopping Barriers for Plant and Garden Care Unlike almost every product category examined up until now, consumers do not find the worst aspect of shopping for plant and garden care as too many choices in this product category. In fact, "too many choices" is the least concern among shoppers (20%). Shoppers are more likely to cite the lack of knowledge about these products (29%), lack of selection (28%), and difficulty in getting help inside the store (28%) as the shopping barriers. There may be potential opportunity here to educate the consumer about these types of products. Figure 92 – Shopping Barriers for Plant and Garden Care I don't know much about these types of products Lack of selection in convenient stores 29% 28% It's hard to find help inside the store 28% Hard to locate preferred products within stores 25% Getting in and out of the store is a hassle 24% There are too many choices 20% Q33: “Other than price, what is the worst aspect of shopping for Plants and garden care? Please check your top TWO choices” | Base: Plants and garden care shoppers (n=390). | Source: GMDC 2009 Survey, Mar. 2009. Non-Gateway Categories Lacking Clear Ties to H+W Non-gateway categories currently lack a direct connection to H+W, but are important for ―halo‖ purposes. These categories can be cultivated for H+W resonance, but it will be more difficult to make this connection than for the gateway categories. Pet Supplies H+W Resonance Pet supplies have a somewhat weak connection to H+W overall. Many fairly evolved H+W consumers tend to use conventional products. While there are some Core consumers (and pet enthusiasts) that have migrated toward more natural options for pet supplies, we find that such consumers are fairly rare and tend to exist in pockets. For instance, there is a small but vibrant dog enthusiast community in Seattle with strong H+W overtones. Participants in the community often purchase and/or prepare human grade food for their pets. 105
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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
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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 and 106: Product Example Organyc provides a
Page 107: Brand and Product Offerings For the
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
Page 157 and 158: 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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