Consumer Shopping Habits for Wellness and Environmentally ...

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In some cases, we assume prior stages of H+W development e.g. in specialty grocery we do not recommend cultivating natural children‘s hygiene/toiletries with the assumption that that category is already fairly developed. Of course, if that is not the case for a particular retailer, it should be prioritized. While gateway and more directly H+W-linked categories are generally the most highly prioritized, some categories are suggested for a higher level of promotion than the charts imply – these exceptions are noted on a per-channel basis. Mass Channel RANGE OF H+W APPEAL Mass stores appeal to both Periphery and Mid-level audiences. However, the overall H+W appeal of most mass stores generally leans in the direction of more Periphery-oriented products and solutions. Superstores or supercenters featuring fresh food departments will lean a bit more toward the Midlevel. Figure 102 – Mass Channel Category Mapping OVERALL STRATEGY Due to their nature as ―mass‖ stores, where a large swath of consumers seeks basics at low prices, there are some limits here on pushing appeal to higher levels of H+W consumers. Consequently, our recommendations are somewhat conservative. Generally, mass channel stores should push H+W categories from the Periphery to the center of the Mid-level, but not much further. That being said, supercenters/superstores are often used in different ways by consumers, in some cases as primary grocery stores, and we would suggest following the priorities we lay out for the grocery channel, below, particularly in any categories that are located proximate to the food-related sections of the store. We would also recommend moving key H+W categories such as personal care (skin, hair) to be close to food categories wherever possible if they are not so located at present. 138
PRIORITY CATEGORIES Home lighting o This category has obvious ―green‖ and cost-savings potential for a wide range of shoppers; while not a direct H+W category, it is a ―win‖ for the retailer as far as ―doing the right thing‖ in the eyes of consumers. OTC o Mass has emerged as a strong player in OTC, with consumers looking to favorable pricing here. Given this strength, mass stores should accentuate here. Focus should be on a solid set of basics rather than achieving the breadth of coverage that consumers associate with the drug channel. Natural children‘s hygiene/toiletries o This is a key H+W gateway category that can also be somewhat price-sensitive for many consumers, making it an ideal category to promote in the mass channel. We suggest a strong Mid-level mix of products (and promotions) sit alongside the more traditional, Periphery-oriented category products. Vitamins o Again, a key gateway category presents a good opportunity for mass retailers. o We suggest a fairly lean mix – consumers often think of basic vitamins as commodities thus there is no need for an extensive brand selection. Accordingly, this is a good category for private label development in the mass channel. Natural home cleaners o This is another H+W-relevant gateway category. Mass retailers have particular strength in this category to begin with. We suggest a mix of both conventional/Periphery products and a strong, visible preference of Mid-level, more natural alternative products (e.g. Method). Functional beverages o This category presents a fairly easy opportunity to add H+W resonance. o Such beverages may be placed in many places around the store, preferably near other important H+W goods, food in particular, though an additional cooler of such product near a vitamin section is fairly intuitive for most consumers. o We suggest a product mix that wades into the Mid-level with products such as vitamin-enhanced fruit drinks, but not past the center of the Mid-level e.g. product like Odwalla would be helpful, but more advanced products like kefirs and Kombucha would be ―too much‖ in this context. NON-PRIORITY CATEGORIES H+W books, magazines, and education o We would constrain this category to more mainstream publications and other materials in this category, with basic health and healthy eating as the main focal points. Alternative toys and games o While mass is a key channel for mainstream toys and games, we do not see much consumer resonance here for more overtly H+W-oriented toys and games, however, mainstream learning-oriented toys/games should be a visible part of the SKU mix. Sporting equipment 139
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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
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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
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 and 138: Core Consumer Example 1 Suzie lives
Page 139 and 140: Please note that below we detail si
Page 141: Figure 101 - Example Channel-Catego
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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