Consumer Shopping Habits for Wellness and Environmentally ...

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Non-food pet supplies have very little relationship to H+W. While some Core consumers will avoid man-made objects such as rubbery chew-toys, such pet-enthused Core consumers are, again, somewhat rare. We do find some experimenting with flushable and/or more natural forms of kitty litter, but at the same time, we have not found many sticking with such products. Purchase Criteria When consumers are interested in more natural options, they do tend to move toward human grade foods and, to some degree, organic ingredients in pet foods, avoiding ―fillers‖ (e.g. anything with ―meal‖ in its name). However, for the vast majority of the population, pet food is purchased largely based on price and whether the pet will eat the food. Purchases tend to be highly habitual due to such pet preferences (―he eats it and I‘m sticking with it‖). In non-food pet items that are not purchased often, price declines as an overriding priority for many, and purchases are largely based on demonstrated pet preferences. Pet preferences also drive nonfood items that are frequently purchased such as kitty litter, though there is of course more a price focus here given the repetitive nature of purchases. With most other products examined until now, effectiveness is top of mind as the most important purchase factor other than price. For pet food however, it is the purity or healthiness of the product that is the most important factor (45%), though this is likely augmented by fairly recent pet foods ―scares‖ (e.g. Chinese-manufactured pet foods with toxic ingredients). The Core consumer especially feels stronger about the purity and healthiness of pet food compared to the other segments. The Core also is more likely to view supporting socially responsible companies and the environmental impact of the product as more important than the other segments. Figure 93 – Most Important Purchase Factors Other Than Price Purity or healthiness of something that goes in or on the body 45% Effectiveness (works well, etc.) 41% Availability (I can find it easily where I shop) 40% Ease of use 14% Lack of irritants (skin, eye, lung, etc.) Supporting companies/brands that have good practices (such as doing business fairly and treating workers well) Environmental impact of the product 8% 4% 13% Q32: “When you buy Pet supplies, what are the most important factors OTHER than price/value? Please check your top TWO choices” | Base: Pet supplies shoppers (n=341). | Source: GMDC 2009 Survey, Mar. 2009. 106
Shopping Barriers for Pet Supplies Consumers find that the worst aspect of shopping for pet supplies is related to selection. There are either too many choices (30%), a lack of selection in convenient stores (29%), or difficulty in finding preferred products within stores (26%). Figure 94 – Shopping Barriers for Pet Supplies There are too many choices 30% Lack of selection in convenient stores 29% Hard to locate preferred products within stores Getting in and out of the store is a hassle 24% 26% It's hard to find help inside the store I don't know much about these types of products 14% 16% Q33: “Other than price, what is the worst aspect of shopping for Pet supplies? Please check your top TWO choices” | Base: Pet supplies shoppers (n=341).| Source: GMDC 2009 Survey, Mar. 2009. Brand and Product Offerings There is no shortage of H+W-geared options pet foods, from natural versions of mainstream products to Core-oriented whole and raw foods. With respect to retail availability, most mainstream retailers have a sufficient variety of healthier pet foods. Those particularly devoted to pet H+W tend to make use of specialty pet stores, for food and other pet supplies. Home Lighting H+W Resonance We do find notable consumer interest in more energy-efficient home lighting products. There is an easily-conceived connection between energy savings and the environment for most consumers. However, this connection may not be linked with H+W or more holistic concepts of sustainability for many Periphery and less-developed Mid-level consumers. In other words, those consumers ―get it‖ as far as energy savings and a reduced environmental impact, but do not really conceive of any connection between the lighting product and their own H+W – they are entirely different things to such a consumer. In any case, the primary motivation for that same consumer is very much based on cost savings that presumably come along with saving energy. 107
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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
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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 and 108: Brand and Product Offerings For the
Page 109: Shopping Barriers for Plant and Gar
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
Page 159 and 160: 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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