Consumer Shopping Habits for Wellness and Environmentally ...

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CHAPTER 4 | Health and Wellness at Retail Introduction In this chapter, we cover the retail aspects of H+W, with an eye toward strategic brand-building. Leveraging the information in this chapter will be helpful for any retailer looking to increase their level of positive H+W impressions with their shoppers. We begin with a discussion of some broad themes and patterns that are critical issues in H+W retail. Then, we provide an overview of retail channels that includes Grocery, Drug, Mass, and Club stores. Following that, there are H+W-focused sections on consumer channel use, targeting categories and SKU Mix, and, finally, cultivating wellnessoriented retail spaces. What You Will Learn In This Chapter Consumers are relying on a multitude of channels for their Health and Wellness shopping However, different consumer segments have preferred channels for Health and Wellness purchases. Drug, mass and club stores appeal most strongly to Periphery consumers, grocery stores appeal most strongly to Mid-level consumers and specialty grocery and drug stores appeal most strongly to Core consumers Consumers prefer to make direct comparisons between conventional and Health and Wellness products in the store. Therefore, retailers should strongly consider integrated product sets whenever possible Retailers should leverage food whenever possible as a Health and Wellness ―stepping stone‖ into other non-food categories (i.e., take advantage of food adjacencies) Consumers are looking to retailers to help ―edit‖ the number of product choices in many Health and Wellness categories Complex Health and Wellness categories could benefit from simplified shelf management and product-specific signage The overall store layout and design can help or harm consumer Health and Wellness perceptions of the retailer 118
Critical Issues in H+W Retail Below we discuss several important general issues that impact H+W retail. Most of them are discussed in more detail further into this chapter. Accommodating Growth As we have mentioned elsewhere, H+W consumers evolve. It‘s very important to keep that evolution in mind when constructing H+W retail strategies; it‘s not good enough to think about your consumers and their preferences as they exist today. You must be thinking about where they are going, and accommodating the ―next steps‖ they will make as they grow. We have seen many consumers change their channel usage as they have evolved, often moving away from more traditional retail channels and toward specialty channels, in some categories much more so than others. Providing new options for them is critical for retention, as is providing a retail space that is arranged intuitively for shopping with H+W in mind. As the old saying goes, ―if you don‘t sell it to them, someone else will.‖ Retailers should prioritize accommodating consumer growth through store space and layout as well as SKU variety Shift from Crisis to Lifestyle Emphasis There is notable contrast between the clinical and crisis-oriented version of H+W that we see in Periphery consumers and the more positive, holistic sense of H+W that we see at the Mid-level and Core of the H+W World. (See the previous chapter on H+W consumers for more detail.) This contrast impacts how consumers perceive retail spaces. Today many retailers are either providing or considering providing some level of health services in-store, and that may hold some appeal to consumers in the Periphery. However, at the same time, overtly clinical services may be distinctly unappealing to more evolved H+W consumers in some retail contexts. In an obvious sense, no one wants ―flu shots by the salad greens,‖ but often this contrast comes out in more subtle ways, and may be dealt with through various manipulations of space and store content. Leveraging Food While this study and report is largely concerned with non-food products (general merchandise, OTC, et cetera), there is no denying the importance of food to the wellness consumer. It is typically the first focus of the budding H+W consumer, and remains a key focus as that consumer evolves to more intensive involvement with H+W. Not surprisingly, in interviewing consumers for this project, a key challenge was to keep them from talking too much about food, and get them to concentrate on other categories of H+W goods. The business implications here are simple. Tactics such as the following typically meet with success in elevating H+W impressions in retail space: Leveraging ―fresh.‖ Step one in any H+W campaign should be to make sure that fresh departments are of extremely high quality and show a very high standard of care (e.g. avoid produce bins that look picked-through). In the absence of fresh departments, leveraging high quality packaged foods and/or beverages. (Highly visible locations are very helpful e.g. place healthy fruit smoothie drinks in a cooler near the front of the store rather than in an obscure case at the back of the store.) Reducing the visibility of ―junk food‖ wherever possible/practical. 119
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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
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this. Additionally, some consumers
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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 and 118: Retains essential vitamins Made in
Page 119 and 120: Key Packaging Considerations Immedi
Page 121: Biokleen Automatic Dish Powder On t
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
Page 169 and 170: Building Positive H+W Impressions t
Page 171 and 172: 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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