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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Figure 97 – Top Channels <strong>for</strong> Dietary Supplements<br />
Mass retailer<br />
Pharmacy/Drugstore<br />
Grocery store<br />
Health/Vitamin Store<br />
Natural/Specialty food<br />
store<br />
Internet/Direct<br />
Mail/Catalog<br />
Club store<br />
Dollar stores<br />
43%<br />
39%<br />
37%<br />
34%<br />
28%<br />
32%<br />
26%<br />
20%<br />
19%<br />
23%<br />
30%<br />
30%<br />
11%<br />
15%<br />
13%<br />
11%<br />
17%<br />
10%<br />
11%<br />
7%<br />
Vitamins or minerals<br />
13%<br />
Herbal supplements<br />
5%<br />
3%<br />
Specialty supplements<br />
8%<br />
Q30: “What kinds of stores do you go to MOST OFTEN when shopping <strong>for</strong> Vitamins or minerals, Herbal supplements, or Specialty<br />
supplements? Please check up to TWO choices” | Base: Dietary supplement shoppers (n=479 Vitamins or minerals, 323 Herbal<br />
supplements, 276 Specialty supplements).| Source: GMDC 2009 Survey, Mar. 2009.<br />
Positive price perception drives much of the appeal of mass retailers. Generally consumers trust that<br />
they will be getting very good if not the absolute best pricing at mass stores. EDLP (Everyday Low<br />
Price) schemes associated with mass are looked upon quite favorably – consumers view that<br />
approach to pricing as ―less of a hassle‖ than coupons <strong>and</strong> other common promotions.<br />
Of course, the lure of other types of merch<strong>and</strong>ise <strong>and</strong> the ability to purchase many diverse types of<br />
goods under one roof has its appeal to consumers, though consumers will almost invariably choose<br />
other channels <strong>for</strong> goods that show a high level of lifestyle involvement. For instance, ―serious‖<br />
purchases of sporting goods are often pursued at other, more sport-specialized channels.<br />
Several mass channel retailers – some to a much greater degree than others - suffer from a lack of<br />
positive store ambiance <strong>and</strong> environment that often tends to diminish their overall quality perception,<br />
<strong>and</strong> in turn, H+W perception. <strong>Consumer</strong>s often feel that visiting mass retailers is somewhat of an<br />
ordeal due to crowding, a perception of long wait times during check-out, <strong>and</strong> difficulty finding certain<br />
types of merch<strong>and</strong>ise. Overall appearances also tend to count negatively <strong>for</strong> mass retailers – stores<br />
are not particularly ―nice‖ in look <strong>and</strong> feel, which makes consumers less willing to spend extra time<br />
there <strong>and</strong> preferring to get in <strong>and</strong> out as quickly as possible. There is great improvement opportunity<br />
here.<br />
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