Consumer Shopping Habits for Wellness and Environmentally ...

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The BPA (Bisphenol-A) stops here Another strategy for general merchandise manufacturers is to recognize that consumers express a variety of health triggers and issues that are lifestyle related rather than health condition focused (e.g., stress, anxiety, sleep disorders, lack of energy, concern about getting older, etc.). This provides an opportunity for GM to market products that help relieve or solve these concerns. For example, books to help with mental acuity as one ages (e.g. crossword puzzles, Sudoku), games to relieve stress, light bulbs designed to help with waking patterns, yoga equipment to help with energy levels, etc. In addition to the categories of books/magazines and plant/garden care (both described in detail above), general merchandise categories that show potential in the short-term to win with specific H+W or sustainability attributes include diapers, cookware and home fragrance. The Importance of Product Packaging and Labeling In all of the categories, there is one decision filter that often comes before all others. It is, simply, packaging. How a product looks, overall, has a profound impact on whether or not that product gets pulled off a shelf and further examined. The wrong appearance can go very far in discouraging consumers to take a chance on a new H+W product, regardless of any positive attributes that product may have. We heard ―looks weird‖ in many consumer interviews in the research phase of this project, referring to ―healthier‖ versions of products. Also heard frequently was ―not sure what this is for‖ due to lack of labeling clarity. Below, we discuss key packaging factors that make or break that crucial first impression, and provide examples of well-executed packaging elements. In addition, we provide some general guidelines for what not to do in H+W product packaging. 114
Key Packaging Considerations Immediate Clarity of Function is Critical This means that it is immediately clear what the product is and what it is for (what does one clean with this product? What type of hair is this conditioner for?). Consumers, particularly those in the Periphery and early Mid-Level, don‘t have the patience to stand around and guess what a product is. It is especially difficult to gain the confidence to move to new levels of H+W products when those products are difficult to comprehend. The nature of the product should be spelled out in relatively large text on the front of the product. While this may seem obvious, we find many products that consumers can‘t quickly figure out, where excessive and/or visually indistinct text makes it difficult to discern a product‘s basic nature. Most Relevant Information on the Front Panel The front panel of the package should, ideally, reflect the key purchase criteria of that category for whatever slice of the H+W continuum is being targeted. For instance, the key criterion ―not tested on animals‖ should appear on the front panel of any skin care product intended to appeal to more advanced H+W consumers. Perceived Sustainability Impact Carries Some Consumer Influence Consumers are concerned about packaging from an environmental standpoint, even in the Periphery. Generally sustainability cues on packaging work in a positive direction, meaning that sustainable packaging is viewed as a ―bonus‖ where it does appear. However, it is not generally a primary purchase decision criterion except for a few highly ideologically driven Core consumers. While nearly everyone will react negatively to obviously excessive packaging, they understand that often there are not particularly sustainable packaging options for certain types of products. For instance, they understand that liquid laundry detergent needs to come in some kind of plastic, with even some of the most Core-oriented brands use some packaging materials that Core consumers generally look down upon. Again, consumers understand why certain packaging choices need to made. However, when possible, they very much appreciate use of renewable, recyclable, biodegradable, or other types of environmentally-friendly packaging. Products packaged in such a way help to build a better H+W brand image for both the manufacturer and the retailer that carries their products. Specifically, the following are appreciated by more sustainability minded consumers: Recyclable: Packaging made from paper, glass, metals, and plastic that can be recycled by consumers through conventional (curb-side) recycling are preferred. Minimal packaging: Packaging that features less head space, fewer layers, and less content have two-fold benefits: 1) less material waste during manufacturing and 2) more convenient by conserving shelf space in the home and reducing the amount contributed to recycling bins. Made from recycled materials: Product packaging made from recycled material goes a step further than a package simply being recyclable. Re-useable: Items that can be repurposed connect to environmental sustainability through notions of decreased waste. Containers such as jars, bottles, and canisters often have a second life in other contexts. Biodegradable: While many consumers do not understand the technical aspects of biodegradation, they have vague notions that certain things take a long time to break 115
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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
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Figure 33 - H+W Products Where Ther
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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 and 114: Brand and Product Offerings While t
Page 115 and 116: Healthier for families Better for t
Page 117: Retains essential vitamins Made in
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
Page 165 and 166: SEGREGATED H+W PRODUCTS ARE HARD TO
Page 167 and 168: 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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