Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
o H+W-oriented products should freely intermix with conventional products, rather<br />
than being blocked off in their own sections.<br />
Natural home cleaners<br />
o A full suite of H+W-spanning product offerings is nearly a ―given‖ in this channel,<br />
including Core products.<br />
o As we note elsewhere, a key issue is making these products more visible, even in<br />
specialty channels.<br />
H+W books, magazines, <strong>and</strong> education<br />
o Most ef<strong>for</strong>ts here should focus on food-related materials, with a small general H+W<br />
section where other publications are sold, <strong>and</strong> some more intensive H+W books<br />
appearing near corresponding categories (e.g. guides on herbal remedies next to a<br />
rack of those remedies).<br />
o Food-related materials should be offered nearby cooking utensils <strong>and</strong> other<br />
accessories, in close proximity to fresh food departments where possible.<br />
o As we mentioned relative to mainstream grocery stores, food-related publications<br />
should appear near check-out. Titles, such as Cook‘s Illustrated here may be more<br />
lifestyle-involved than at mainstream grocery stores.<br />
NON-PRIORITY CATEGORIES<br />
Specialty Drug<br />
Alternative toys <strong>and</strong> games<br />
o This category is not so much of a non-priority as it is a minor priority in this channel<br />
– there is some interest in such products in these channels.<br />
o A small section of these products would be most appropriate in center store, not far<br />
from supplements <strong>and</strong> personal care items, where a strong H+W resonance<br />
typically already exists.<br />
Natural make-up, natural eye care, natural fem hygiene<br />
o These represent some of the more challenging, non-gateway categories <strong>for</strong> budding<br />
H+W consumers, <strong>and</strong> as such should not be priorities <strong>for</strong> promotional ef<strong>for</strong>ts.<br />
o However, specialty grocery stores should offer at least a few options in each of<br />
these categories, with the most emphasis on natural make-up, locating it in close<br />
proximity to skin care.<br />
RANGE OF H+W APPEAL<br />
Specialty drug appeals to consumers who are at least in the center of the Mid-level in orientation,<br />
<strong>and</strong> may be somewhat intimidating or confusing to that have not reached such levels of H+W - naïve<br />
price perception (the assumption that prices would be high at such a retailer) <strong>and</strong> lack of knowledge<br />
in H+W categories both contribute to this.<br />
147