Consumer Shopping Habits for Wellness and Environmentally ...

Much drug channel use is dominated by a theme of expediency and convenience. While drug is not a
preferred option for many GM categories (e.g. home cleaning), it is considered a solid option when
the trip mission is ―grab and go‖ of a very specific item and little else – e.g. a consumer simply needs
some dishwashing detergent and stops at a drug store because it is very nearby her/his home.
Like mass, many drug channel store environments are not optimal for facilitating longer times instore
– consumers often find the stores ―junky‖ and uninviting, which does not help create a positive
H+W-oriented atmosphere.
Drug stores often suffer more from H+W-segregated layouts (where the more ―natural products‖ sit
by themselves away from other same-category products) than other channels – the natural products
are simply harder to find than they are in, say, grocery channel stores, where there is a larger, more
recognizable natural section (though that in itself is not ideal).
Club
Club channel retailers exhibit a sort of ―hit-or-miss‖ H+W resonance for most consumers. Some are
happy to find a few, select H+W food items, depending on store region and type of consumer (e.g.
Core consumers in Seattle will find Amy's frozen entrees at Costco). This impacts overall H+W
perception, though not so much for the categories of interest in this report.
The club channel is preferred for a few select categories/subcategories. This includes some (nonspecialty
or herbal) supplements, some personal care/HBW (razor blades, some high volume items
such as diapers and basic pain medications e.g. Advil), and some general household goods, but,
again, it is ―hit or miss‖ in a larger sense due to a perception of inconsistent selection across
shopping trips. Shoppers often feel like ―things are always moving around or are no longer in the
store.‖
Many consumers of Periphery H+W orientation prefer this channel for home cleaning goods, where
they will find good deals on large quantities of traditional cleaning products, however, more evolved
H+W consumers may have difficulty finding less traditional, more ―natural,‖ Mid-level cleaning
products in-channel, depending on the retailer.
As we see in the following chart, among all product categories, it is laundry detergent and baby
diapers that are most often shopped at club stores. The chart also shows other personal care and
cleaning products purchased most often at club stores by at least 10% of shoppers.
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