Consumer Shopping Habits for Wellness and Environmentally ...

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Figure 97 – Top Channels for Dietary Supplements Mass retailer Pharmacy/Drugstore Grocery store Health/Vitamin Store Natural/Specialty food store Internet/Direct Mail/Catalog Club store Dollar stores 43% 39% 37% 34% 28% 32% 26% 20% 19% 23% 30% 30% 11% 15% 13% 11% 17% 10% 11% 7% Vitamins or minerals 13% Herbal supplements 5% 3% Specialty supplements 8% Q30: “What kinds of stores do you go to MOST OFTEN when shopping for Vitamins or minerals, Herbal supplements, or Specialty supplements? Please check up to TWO choices” | Base: Dietary supplement shoppers (n=479 Vitamins or minerals, 323 Herbal supplements, 276 Specialty supplements).| Source: GMDC 2009 Survey, Mar. 2009. Positive price perception drives much of the appeal of mass retailers. Generally consumers trust that they will be getting very good if not the absolute best pricing at mass stores. EDLP (Everyday Low Price) schemes associated with mass are looked upon quite favorably – consumers view that approach to pricing as ―less of a hassle‖ than coupons and other common promotions. Of course, the lure of other types of merchandise and the ability to purchase many diverse types of goods under one roof has its appeal to consumers, though consumers will almost invariably choose other channels for goods that show a high level of lifestyle involvement. For instance, ―serious‖ purchases of sporting goods are often pursued at other, more sport-specialized channels. Several mass channel retailers – some to a much greater degree than others - suffer from a lack of positive store ambiance and environment that often tends to diminish their overall quality perception, and in turn, H+W perception. Consumers often feel that visiting mass retailers is somewhat of an ordeal due to crowding, a perception of long wait times during check-out, and difficulty finding certain types of merchandise. Overall appearances also tend to count negatively for mass retailers – stores are not particularly ―nice‖ in look and feel, which makes consumers less willing to spend extra time there and preferring to get in and out as quickly as possible. There is great improvement opportunity here. 124
Drug Mainstream drug stores have moderate H+W appeal for Periphery consumers, with declining relevance to more evolved consumers due to types of H+W goods offered. For instance, OTC remedies as ―health solutions‖ very much orients to the Periphery and a reactive mode of H+W. More visible, positive and preventative H+W goods that appeal to the Mid-level would be helpful in this channel. Pharmaca, as a specialty drug store, is an exception to this. Drug channel stores are preferred by some consumers for personal care/HBW goods but this seems to be slipping somewhat in favor of mass channels, which seem to have made notable inroads over the past several years in those categories. The drug channel still is the first OTC choice for consumers as shown in the following chart. Fifty four percent of OTC consumers shop most often at drug stores. In comparison, mass is often viewed as competitively priced in OTC, but lacking the same level of selection as drug. All other product categories are shopped less frequently at drug stores compared to mass. Figure 98 –Top Products Purchased at Drug Over the counter medications Lip balm/gloss 37% Cosmetics 37% Face care 35% Moisturizers 35% Vitamins or minerals 34% Specialty supplements 32% Children's personal care products 31% Hair care 30% Oral care 29% Herbal supplements 28% Body wash or bath gel 26% Feminine hygiene/contraceptives 24% Deodorant or antiperspirant 24% Baby diapers, wipes, or personal care products 23% Shaving lotions/gels/foam 19% Home fragrance 18% Bar soap 18% Window or general purpose cleaners 8% Kitchen cleaners 7% Bathroom cleaners 6% Laundry detergents 5% Functional or enhanced beverages 4% Pet supplies 3% Plants and garden care 2% 54% Q30: “What kinds of stores do you go to MOST OFTEN when shopping for product? Please check up to TWO choices” | Base: Product shoppers (n varies from 167 for Children's personal care products to 545 for Oral Care).| Source: GMDC 2009 Survey, Mar. 2009. 125
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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
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Figure 39 - Functional Beverage Dec
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Figure 42 - Dietary Supplement Usag
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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 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: having consistently low prices in t
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
Page 173 and 174: Figure 7 - Meaning of H+W across th
Page 175 and 176: Figure 57 - Hair Care Brands ......
Page 177 and 178: Figure 107 - Specialty Drug Channel
Page 179 and 180:
Research Study Sponsors GMDC thanks
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