Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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The BPA (Bisphenol-A)<br />
stops here<br />
Another strategy <strong>for</strong> general merch<strong>and</strong>ise manufacturers is to recognize that consumers express a<br />
variety of health triggers <strong>and</strong> issues that are lifestyle related rather than health condition focused<br />
(e.g., stress, anxiety, sleep disorders, lack of energy, concern about getting older, etc.). This<br />
provides an opportunity <strong>for</strong> GM to market products that help relieve or solve these concerns. For<br />
example, books to help with mental acuity as one ages (e.g. crossword puzzles, Sudoku), games to<br />
relieve stress, light bulbs designed to help with waking patterns, yoga equipment to help with energy<br />
levels, etc.<br />
In addition to the categories of books/magazines <strong>and</strong> plant/garden care (both described in detail<br />
above), general merch<strong>and</strong>ise categories that show potential in the short-term to win with specific<br />
H+W or sustainability attributes include diapers, cookware <strong>and</strong> home fragrance.<br />
The Importance of Product Packaging <strong>and</strong> Labeling<br />
In all of the categories, there is one decision filter that often comes be<strong>for</strong>e all others. It is, simply,<br />
packaging. How a product looks, overall, has a profound impact on whether or not that product gets<br />
pulled off a shelf <strong>and</strong> further examined. The wrong appearance can go very far in discouraging<br />
consumers to take a chance on a new H+W product, regardless of any positive attributes that<br />
product may have. We heard ―looks weird‖ in many consumer interviews in the research phase of<br />
this project, referring to ―healthier‖ versions of products. Also heard frequently was ―not sure what<br />
this is <strong>for</strong>‖ due to lack of labeling clarity. Below, we discuss key packaging factors that make or<br />
break that crucial first impression, <strong>and</strong> provide examples of well-executed packaging elements. In<br />
addition, we provide some general guidelines <strong>for</strong> what not to do in H+W product packaging.<br />
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