Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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consumers often transition from price-based to br<strong>and</strong>-based purchases in the<br />
category.<br />
o ―Better‖ br<strong>and</strong>s should also be represented in specialty supplements, to provide <strong>for</strong><br />
some br<strong>and</strong> continuity as Mid-level consumers evolve from basic vitamins use to<br />
including specialty supplements.<br />
o Of course, the emphasis here should be on Mid-level products.<br />
o Intuitive organization of this category is critical, <strong>and</strong> is detailed in a section, below.<br />
Natural personal care (skin <strong>and</strong> hair)<br />
o This is a somewhat marginal category in drug, just at the edge of the range of the<br />
channel‘s H+W appeal. However, given that it is a gateway category, <strong>and</strong> that drug<br />
is a preferred channel <strong>for</strong> at least some in-category goods, it remains important.<br />
o We would suggest emphasizing skin care more than hair care, as it generally<br />
appears earlier in a H+W product pathway.<br />
Natural children‘s hygiene/toiletries<br />
o Emphasizing hygiene (in the sense of kids‘ personal care items) rather than<br />
toiletries (diapers, et cetera) is recommended here - this channel has good<br />
resonance as a source of personal care items but not so much as a source of more<br />
bulk-oriented purchases like diapers.<br />
o Prioritize Mid-level products, with a small amount of Core-oriented products to<br />
accommodate the surprisingly large number of new moms who go ―full tilt‖ into H+W<br />
<strong>for</strong> their children‘s personal care items.<br />
NON-PRIORITY CATEGORIES<br />
Natural home cleaners<br />
o While this is a gateway category, we find that most in-category purchases in drug<br />
are irregular, either ―emergency‖ (ran-out-of) or occasional ―on special‖<br />
opportunistic purchases. In any case, this channel is generally not a top-of-mind<br />
destination in the category.<br />
o Nevertheless, we would suggest having a visible presence of Mid-level more natural<br />
alternatives (e.g. Green Works) in important subcategories (spray cleaners, laundry<br />
detergent, et cetera).<br />
H+W books, magazines, <strong>and</strong> education<br />
o While drug stores are often noted <strong>for</strong> their magazine selections, consumers<br />
generally don‘t associate this channel strongly with H+W-oriented reading<br />
materials. This, however, could emerge as a future priority <strong>for</strong> progressive drug<br />
stores.<br />
Herbal supplements <strong>and</strong> remedies<br />
This category as well could be an emergent, future category.<br />
For now, drug channel may consider (the small number of) transitional products that<br />
use herbal <strong>for</strong>mulas in more conventional packages, however, we do not see them<br />
strongly appealing to the vast majority of Periphery <strong>and</strong> outer Mid-level shoppers in<br />
the channel.<br />
Home lighting<br />
While not being directly linked to H+W, promoting more efficient ―green‖ alternatives<br />
in this category would likely be effective in promoting the store image, as virtually all<br />
consumers underst<strong>and</strong> the benefits of such products.<br />
However, drug is not a preferred channel <strong>for</strong> this type of purchase – <strong>for</strong> the most<br />
part, when consumers are shopping drug <strong>for</strong> lighting, it is out of immediate need.<br />
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