Consumer Shopping Habits for Wellness and Environmentally ...

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o As a general provider of non-specialized sporting equipment, the mass channel probably should not place extra emphasis here, however, some items with specific H+W appeal may be featured e.g. yoga mats. Club Stores RANGE OF H+W APPEAL Club stores, like mass channel stores, do have some inherent limitations on their overall H+W appeal. They are associated largely with ―bulk‖ and economy pricing that generally appeals most strongly to Periphery and ―outer‖ (toward the Periphery) Mid-level consumers, and often there is not a predictable set of H+W goods across categories, making H+W shopping in these stores somewhat ―opportunistic‖ rather than ―a sure thing.‖ Figure 103 – Club Channel Category Mapping OVERALL STRATEGY Club stores should place the bulk of their emphasis on the Periphery and outer-to-middle Mid-level, similar to the emphasis of the mass channel. This would push channel H+W appeal slightly forward of nexus of Periphery and Mid-level, where it currently sits. Stores within highly H+W-oriented areas e.g. Portland, Oregon, should push a bit further into the Mid-level, offering favorable pricing on selected SKUs in specialty supplements and natural personal care products. PRIORITY CATEGORIES Home lighting o Similar to the mass channel, while this is 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, with obvious purchase rationale. OTC 140
o Like mass channel stores, club stores should concentrate on having a selection of value-priced basics, however, we do not see this category as being as strong of a H+W-related priority for Club stores – consumers are happy to ―stock up‖ on basics when at club stores but the overall ―pull‖ of the channel as an OTC destination is less. Vitamins o Viewed as relatively expensive commodities, the Club channel is an ideal place for consumers to ―stock up‖ on bulk-discounted products in this H+W gateway category. o Like mass, we also suggest a fairly lean mix of basics in club, with very solid opportunity for private label sales. Natural children‘s hygiene/toiletries o This key gateway category is an area of serious price concern for many consumers (though, to others, price is no barrier when considering their child). There are good opportunities in this channel to offer appealing, more natural products at bulk discount. o Promotions should center on Mid-level products; more conventional products should remain available as well. Natural home cleaners o The club channel is often a destination for consumers‘ purchases of home cleaners, thus making this H+W gateway category worthy of particular attention here. o Mid-level products should be the focus, though some stores in highly H+W-oriented markets may consider some level of Core products e.g. Seventh Generation. o Like vitamins, this is also a good category for private label, assuming that private label offering meet desirable Mid-level purchase criteria (see previous chapter). Functional beverages o These beverages have a strong H+W resonance and are typically associated with high prices – buying them at a discount in bulk is appealing to those that use them on a more regular basis. o They should be sold both in bulk packs and individually in the quick-serve areas that typically inhabit the front areas of club stores. o Selections here should not push beyond the Mid-level. Like the mass channel, the enhanced fruit smoothie represents the appropriate Mid-level entry. NON-PRIORITY CATEGORIES H+W books, magazines, and education o Other than an occasional promotion, we would not imagine finding much traction in this category in club stores; it is simply not a category that consumers associate strongly with the channel. Alternative toys and games o We do not expect that alternative toys and games would be a big draw in this channel, or survive the category management techniques typical in club. 141
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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
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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 and 142: Figure 101 - Example Channel-Catego
Page 143: PRIORITY CATEGORIES Home lighting o
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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