Consumer Shopping Habits for Wellness and Environmentally ...

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Purchase Criteria For most consumers, toys and games are often purchased based on ―what the kid wants‖ which may represent a particular type or format, or, in many cases, a particularly ―hot‖ character or theme e.g. Transformers, and, of course, price. Often children are given some measure of autonomy in selecting their own toys and games within a certain price range. Age-appropriateness also is an important criterion. Many parents will also use some level of moral filtering, avoiding anything they feel is ―too suggestive‖ e.g. a scantily-clad female doll or relating to violence such as toy guns or other weapons (though, often video games escape the latter prohibition). As consumers become more highly involved in H+W, they tend to purchase toys on different criteria. Educational value becomes more of a concern. Materials and construction are also important given their perceived relation to sustainability. Consumers like this also tend to be highly opposed to any kind of toy or game that suggests violence, as well any non-learning video games. Price is not a key consideration for these consumers. Brand and Product Offerings Most of the channels under consideration here should not prioritize carrying the kinds of toys and games more advanced H+W consumers prefer, with the exception of a small amount of representative products in both specialty grocers and H+W-specialized drug stores. Those consumers are currently engaged with specialty retailers of this specific category. As this is not a gateway category, there is little need to construct product sets spanning the preferences of H+W consumers. Linking General Merchandise Products to H+W Perhaps not surprisingly, many general merchandise products are in the non-gateway category which lacks clear ties to H+W. Although it can be challenging to link general merchandise products to H+W, there are possibilities and, importantly, having GM products that cue H+W provide a positive ―halo‖ for the company or retailer offering them. For many GM products, the most appropriate way to link to H+W may be through sustainability cues. The following products are examples of how GM can link to H+W directly or indirectly. 110
Healthier for families Better for the environment All natural Fibers made from 80% recycled plastic 111
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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
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Consumers may become ―stuck‖ (s
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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 and 110: Shopping Barriers for Plant and Gar
Page 111 and 112: Shopping Barriers for Pet Supplies
Page 113: Brand and Product Offerings While 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
Page 161 and 162: Other categories in order of prefer
Page 163 and 164: 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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