Consumer Shopping Habits for Wellness and Environmentally ...

Drug retailers should offer some of the more ―green‖ options here. At the same time
we do not believe this category should hold the priority it does in other channels.
Alternative toys and games
o While drug channels do offer a small selection of mainstream toys and games, that
selection is highly Periphery-oriented in nature, and there is not a great deal of
consumer interest in more H+W-related versions in this channel.
Mainstream Grocery Channel
RANGE OF H+W APPEAL
In the grocery channel, there are two fairly distinct trajectories. Mainstream grocery stores generally
appeal to consumers inhabiting the Periphery and Mid-level, with the ―center of mass‖ being in the
outer portion of the Mid-level. Specialty grocery stores also strongly appeal to consumers in the Midlevel,
but their appeal also extends further toward the Core.
Figure 105 – Mainstream Grocery Category Mapping
OVERALL STRATEGY
Mainstream grocery should follow a forward leaning strategy, pushing more toward the center of the
Mid-level than the Periphery. There are several reasons for this.
A grocery store‘s primary identity as a ―food store‖ pushes it toward the Mid-level, as Midlevel
consumers tend to elaborate their H+W strongly through food choices.
The strongly Periphery category of OTC is generally not a reason for consumers to visit
grocery stores; they prefer to buy OTC in other channels.
Grocery stores are generally well-poised to accommodate the H+W growth of their
consumers (and will do so assuming a forward leaning strategy).
PRIORITY CATEGORIES
Functional beverages
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