Consumer Shopping Habits for Wellness and Environmentally ...

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Summarize current research that defines the wellness consumer Identify typical product and category cycles, in terms of the order in which categories are usually adopted, and how categories may serve as gateways for additional H+W interest and involvement Summarize shopping habits – types of services and products purchased, types of retail locations visited and frequency of purchases Highlight top wellness opportunities to include consumer wants and needs, product categories, services, and retail practices As part of this research, we have described the World of Health and Wellness (H+W), including consumer definitions, motivations, goals and behaviors. Specific areas and questions we have explored include: Focus Area: H+W Consumers How do consumers define H+W today? To what extent is it physical, emotional, social, and environmental? What are typical H+W lifestyles? What are the consumer motivations and goals for participating in H+W? What actions do they take to achieve their H+W goals? How do H+W attitudes and behaviors differ across different demographic categories? How are consumers learning about H+W? What information sources do they leverage? Are there any negative consumer concerns or perceptions surrounding H+W? What role does cost play in H+W? Is it a barrier? How do natural and organic influence the consumer‘s definition and interest in H+W? What are the roles of nutrition, weight control, dietary guidelines, and fitness? What are key health concerns and conditions? As time goes by (including the influence of aging and life stage) how do consumer approaches to wellness change? What are the major trends in consumer use of wellness products? How might the H+W landscape look in the future? Focus Area: Social and Environmental Aspects of H+W Focus Area: Retail Do social and environmental factors play a role in consumer H+W involvement? What role does sustainability in its various forms (from basic concerns about toxicity in products to more advanced, integrated concerns about such topics as the environmental impact of manufacturing) play in consumer attitudes and purchases? How do social and economic concerns (worker treatment, fair trade, corporate conduct) impact consumer opinions and choices? Where do consumers make their retail purchases for wellness products now and in the future? What decision cycle occurs with wellness product purchases? What are the shopping habits of wellness consumers? What types of Health and Wellness products do they purchase, and where? What changes and best practices will retailers need to make now and in the future to capture the wellness consumers and opportunity? 8
What important similarities and differences do consumers find across various channels (Club, Mass, Specialty, Mainstream Grocery, Specialty Grocery, Mainstream Drug, and Specialty Drug)? Focus Area: Product Categories What are the top H+W categories, items and services? In what categories are natural and organic most important to consumers? Category explorations, including but not limited to o Functional beverages (includes energy drinks) o Personal care categories including hair care, oral care, eye care, skin care, cosmetics, feminine care, and shaving o Infant hygiene and children‘s toiletries o Vitamins and other supplements o OTC o Home cleaning o General merchandise categories including publications, plant and garden care, sporting equipment, pet supplies, and toys and games Economic Recession In addition to the above focus areas, we also made some inquiry, both qualitative and quantitative, into the nature of the current economic recession as that issue became increasingly important over the course of the project. We report on this at the end of Chapter 2. Research Approach and Methods General Approach For the research phases of this project, we combined two well-established research approaches: Qualitative research, specifically here as ethnographic consumer research (in-home, instore, and group interviews) Quantitative research, as implemented through standard on-line survey methods These two approaches were rolled out sequentially, with quantitative research beginning as qualitative research was concluded. Analysts specializing in one or both approaches collaborated throughout research and analysis processes. Qualitative Research The Hartman Group conducted primary qualitative research utilizing traditional anthropological ethnography and complementary methods that allow us to observe and converse with consumers in their most ―natural‖ settings, such as their homes. Unlike focus groups or office interviews, which place participants in unfamiliar, contrived settings that discourage meaningful feedback, our approach puts consumers in their natural environment, allowing them to behave more as they would in the course of their normal activities and routines. This is especially important when gathering information on sensitive subjects. 9
Page 1 and 2: Consumer Shopping Habits for Wellne
Page 3 and 4: Preface The Global Market Developme
Page 5 and 6: Introduction It is an exciting time
Page 7 and 8: Executive Summary Study Dimensions
Page 9 and 10: u Some categories show serious cons
Page 11: CHAPTER 1 | Project Overview and Me
Page 15 and 16: 1/3 of participants with children u
Page 17 and 18: CHAPTER 2 | Consumers, Health and W
Page 19 and 20: Thus, the Mid-level is generally wo
Page 21 and 22: least amount of consistent H+W acti
Page 23 and 24: Figure 5 - Example Products in a Co
Page 25 and 26: Figure 7 - Meaning of H+W across th
Page 27 and 28: decline, and body aches and pains e
Page 29 and 30: Top Conditions The table below summ
Page 31 and 32: Figure 14 - Separation to Holism H+
Page 33 and 34: Key Dimensions of Consumption in th
Page 35 and 36: Social Networks Consumers‘ friend
Page 37 and 38: Geographic Distribution of H+W Cons
Page 39 and 40: Qualitatively, we have not seen sig
Page 41 and 42: Sustainability Sustainability as a
Page 43 and 44: Figure 21 - Sustainability Triggers
Page 45 and 46: Evaluating Responsible Companies Tr
Page 47 and 48: to most anything other than utter d
Page 49 and 50: Table 2 - Changes Made in Purchasin
Page 51 and 52: Q31: “How has your approach to sh
Page 53 and 54: CHAPTER 3 | Product Categories Intr
Page 55 and 56: Figure 26 - Purchasing of H+W food
Page 57 and 58: Categories Vary in Their H+W Resona
Page 59 and 60: Consumers may become ―stuck‖ (s
Page 61 and 62: Figure 31 - Importance of Being Nat
Page 63 and 64:
Figure 33 - H+W Products Where Ther
Page 65 and 66:
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
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Figure 47 - Herbal/Homeopathic Reme
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Diapers differ somewhat from other
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Figure 53 -Initial Usage of Natural
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Figure 55 - Hair and Skin Care Deci
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consumers often simply default to a
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Shopping Barriers for Hair and Skin
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Figure 64 -Reasons for Initially Pu
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Figure 66 - Concerns about Hazardou
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In addition, laundry detergents are
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likely to minimize the amount of OT
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Q32: “When you buy over the count
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offered in fluoride-free versions.
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Figure 79 - Shopping Barriers for O
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Figure 82 - Feminine Hygiene Purcha
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Product Example Organyc provides a
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Brand and Product Offerings For the
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Shopping Barriers for Plant and Gar
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Shopping Barriers for Pet Supplies
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Brand and Product Offerings While t
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Healthier for families Better for t
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Retains essential vitamins Made in
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Key Packaging Considerations Immedi
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Biokleen Automatic Dish Powder On t
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Critical Issues in H+W Retail Below
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when a consumer does become more in
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having consistently low prices in t
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Drug Mainstream drug stores have mo
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Figure 99 -Top Products Purchased a
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importantly as fresh food stores fo
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Target) as well, trusting that pric
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Core Consumer Example 1 Suzie lives
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Please note that below we detail si
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Figure 101 - Example Channel-Catego
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PRIORITY CATEGORIES Home lighting o
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o Like mass channel stores, club st
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consumers often transition from pri
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Moderate to high level of selection
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o H+W-oriented products should free
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priority‖ in the specialty drug c
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Figure 108 - Desirability of In-Sto
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In-Store Health Services Consumer A
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Services Should be Physically Separ
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Other categories in order of prefer
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At the exit, relevant actions inclu
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SEGREGATED H+W PRODUCTS ARE HARD TO
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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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