Consumer Shopping Habits for Wellness and Environmentally ...

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Table 11 - Example 2 of Mid-Level Consumer Channel Preferences Macro-Category Primary/Preferred Secondary Fresh Foods QFC (Kroger), PCC (Local Natural/Organic Co-Op) Safeway Packaged Foods QFC Safeway OTC Rite-Aid Pharmaca, QFC, Safeway VMHS Rite-Aid, Costco, QFC Safeway, Pharmaca, PCC Home Cleaning QFC, PCC QFC, Safeway Personal Care Costco, Rite-Aid QFC, Safeway, PCC Infant Hygiene PCC, Costco (diapers) Pharmaca General Merchandise for the Home Target - Core Consumers – Looking for Authentic H+W Products and Retailers Core consumers are driven by values that relate directly to H+W, seeking out ―authentic‖ products and retailers wherever they may be. These consumers will tolerate fairly high amounts of inconvenience in order to get the products they seek; they are generally not prone to compromise. They also tend to be relatively insensitive when it comes to price – H+W is more important than saving money. The Experience dimension that is so important to Mid-level consumers actually becomes a bit less relevant at the Core. While they often shop in ―nicer‖ stores, they are willing to tolerate ―less nice‖ so long as those stores have the H+W goods they seek and appear to be authentic, in the sense that those retailers and their employees appear highly knowledgeable about H+W. In some sense, the Experience dimension is attenuated by the Core H+W consumers‘ knowledge – there is not as much ―discovery‖ at retail for them since they know so much already. Core consumers are also often guided by their social opinions of retailers. In other words, they prefer to spend their money in stores that they think of as having similar social values to their own, in alignment with the Authenticity dimension. An authentic H+W retailer seeks out the right products and has the right values (according to Core consumers), consistent with a holistic H+W lifestyle, including ideas about the environment and sustainability. While consumers at other levels of H+W (Periphery and to a greater degree Mid-level) will avoid retailers (and manufacturers) that are widely reported to have practices they disagree with, Core consumers will ferret-out information about companies on their own. This generally means that they prefer to shop at smaller, local, and/or natural/specialty channel retailers whenever possible, which generally tend to have better reputations as far as social, environmental, and labor issues, though, in a pinch, they will shop at conventional channels. 132
Core Consumer Example 1 Suzie lives in Seattle, WA, and is fairly typical of Core consumers there. She makes extensive use of natural and specialty retailers, as well as local farmers markets for her food purchases. Relative to most consumers, she makes little use of conventional channels. Where she does, it is generally for purchases least relevant to her H+W lifestyle, though most categories of consumable and durable goods will be filtered through a H+W lens. Table 12 - Example 1 of Core Consumer Channel Preferences Macro-Category Primary/Preferred Secondary Fresh Foods PCC, Whole Foods Market, Farmers‘ Markets QFC Packaged Foods PCC, Whole Foods, Trader Joe‘s QFC OTC Internet Stores VMHS Home Cleaning PCC, Whole Foods, Pharmaca (remedies are herbal/homeopathic - does not buy conventional OTC) Bartell‘s (Local drug chain) QFC Personal Care Bartell‘s (Local drug chain) General Merchandise for the Home Various small shops, Craigslist Target Core Consumer Example 2 Linda lives outside Charlotte, NC, and has far fewer brick-and-mortar options for her Core H+W shopping than Suzie does in Seattle. Due to the dearth of physical H+W retail in her area, Linda has adapted to using local stores as fully as possible, and to ordering the somewhat obscure H+W products she prefers in several categories via the internet. In some ways her pattern is quite revealing, showing that local grocers have been able to at least nominally fill her food needs, but generally don‘t have what she is looking for with respect to other categories of goods. 133
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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
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Figure 47 - Herbal/Homeopathic Reme
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Diapers differ somewhat from other
Page 81 and 82:
Figure 53 -Initial Usage of Natural
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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 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: Target) as well, trusting that pric
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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