Consumer Shopping Habits for Wellness and Environmentally ...

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Table 13 - Example 2 of Core Consumer Channel Preferences Macro-Category Primary/Preferred Secondary Fresh Foods Packaged Foods Harris Teeter Harris Teeter Bi-Lo OTC VMHS Internet Stores, Local Vitamin Shop (remedies are herbal/homeopathic - does not buy conventional OTC) NA CVS, Rite-Aid Home Cleaning Internet Stores Harris Teeter, Bi-Lo Personal Care Internet Stores Harris Teeter General Merchandise for the Home Target - Targeting Categories and SKU Mix to Health and Wellness Orientations Channel and Consumer H+W Orientation Retail channels vary with respect to their appeal to consumers of varying H+W orientations. Matching up retail channels to product pathways, one can strategize in a general sense about what type of product category and SKU mix should exist in any particular channel to please customers as they currently exist. In another sense, retailer strategies should look a bit beyond the current ―center of gravity‖ of H+W appeal that their channel corresponds to, in order to maintain H+W relevance as time moves forward. Recalling an earlier section of this report, both H+W consumers and the World of H+W itself evolve, generally in toward (but often not into) the Core. So, for example, at the moment a mainstream grocery store might largely appeal to those in the Periphery and outer portions of the Mid-Level, that same store should make moves toward accommodating consumers that have moved further into the Mid-Level to future-proof the store from a H+W standpoint. However, there are limits to this as well, for instance, specialty grocers may not want to push their appeal too far toward the Core given their existing, strong Mid-level appeal. On the chart below, various channels are shown with both a ―center of gravity‖ showing where their appeal is most intense in the context of H+W, as well as ―tails‖ that show, generally, how wide the appeal extends (though to a less intense degree) into adjacent segments of H+W. For instance, Mainstream Drug appeals most intensely to Periphery consumers concerned with convenience and oriented toward more traditional OTC products (and Rx) in their understanding of ―health.‖ However, their appeal also extends into the Mid-level, as they also offer some level of products that appeal to Mid-level consumers e.g. some level of specialty supplements are typically present in most Mainstream Drug stores. Definitions of each channel appear below the chart. 134
Please note that below we detail six channels, adding ―specialty‖ versions of both grocery and drug, due the meaningful differences in category/SKU mix in comparison to the ―mainstream‖ versions of those channels. Mainstream Drug Figure 100 – Retail Channel Range of H+W Appeal Mass Club Mainstream Grocery Specialty Grocery Specialty Drug PERIPHERY MID-LEVEL CORE Table 14 – Retail Channel Definitions Mainstream Grocery Specialty Grocery Mass Club Mainstream Drug Specialty Drug Traditional grocery stores such as Safeway and Bi-Lo Specialized and often upscale grocers such as Central Market (HEB) and Wegmans Larger stores such as Wal-Mart and Target Membership-based stores like Costco and BJ's Stores such as Walgreens, Rite-Aid, and CVS Specialized stores often with a holistic emphasis, such as Pharmaca and some small independent stores. Currently there are very few players in this channel Elaboration and Targeting of Key Categories As we have mentioned in various places in this report, consumers link some categories more closely to their own H+W than other categories. The table below re-summarizes general relevance of various categories to H+W. 135
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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
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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 and 136: Target) as well, trusting that pric
Page 137: Core Consumer Example 1 Suzie lives
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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