Consumer Shopping Habits for Wellness and Environmentally ...

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List of Tables Table 1 – Changes Made in Purchasing Food or Supplement Products ............................................ 44 Table 2 – Changes Made in Purchasing Personal Care Products – List 1 ......................................... 45 Table 3 – Changes Made in Purchasing Personal Care Products – List 2 ......................................... 45 Table 4 – Changes Made in Purchasing Personal Care Products – List 3 ......................................... 46 Table 5 – Changes Made in Purchasing Household Cleansers.......................................................... 46 Table 6 – Changes Made in Miscellaneous Products ......................................................................... 47 Table 7 – Example 1 of Periphery Consumer Channel Preferences ................................................ 128 Table 8 - Example 2 of Periphery Consumer Channel Preferences ................................................. 129 Table 9 – Periphery Consumer Channel Preferences ...................................................................... 129 Table 10 - Example 1 of Mid-Level Consumer Channel Preferences ............................................... 131 Table 11 - Example 2 of Mid-Level Consumer Channel Preferences ............................................... 132 Table 12 - Example 1 of Core Consumer Channel Preferences ....................................................... 133 Table 13 - Example 2 of Core Consumer Channel Preferences ....................................................... 134 Table 14 – Retail Channel Definitions ............................................................................................... 135 Table 15 – Summary of H+W Relevance of Categories ................................................................... 136 Table of Figures Figure 1 – The World of H+W ............................................................................................................. 14 Figure 2 – Sizing the World of H+W .................................................................................................... 15 Figure 3 – Examples of Cleaning Products in a Periphery Household ............................................... 16 Figure 4- Example Cleaners in a Mid-Level Home ............................................................................ 17 Figure 5 – Example Products in a Core Household Bathroom ........................................................... 19 Figure 6 – Examples of Consumer Collages Showing Common H+W ―Balance‖ and ―Dealing with Stress‖ Themes ................................................................................................................................... 20 168
Figure 7 – Meaning of H+W across the H+W continuum.................................................................... 21 Figure 8 – Changes in views on what H+W means ............................................................................ 21 Figure 9 – When did Most Recent Change in Views on H+W Occur .................................................. 22 Figure 10 – Reasons for changing views on health and wellness ...................................................... 24 Figure 11 – Shoppers Rating Their Health .......................................................................................... 24 Figure 12 – Key Health Issues by Household ..................................................................................... 25 Figure 13 – Concerns About Food Allergies/Sensitivities ................................................................... 26 Figure 14 - Separation to Holism H+W Motif ...................................................................................... 27 Figure 15 – The World of Health & Wellness ...................................................................................... 29 Figure 16 – Information Sources ......................................................................................................... 32 Figure 17 – Proportion of H+W Consumers by Region ....................................................................... 33 Figure 18 – Proportion of H+W Consumers by Other Demographics ................................................. 34 Figure 19 – Frequency of Seeking Out Organic or Natural Products by Demographics ..................... 36 Figure 20 – The Concept ofSustainability ........................................................................................... 37 Figure 21 – Sustainability Triggers ...................................................................................................... 39 Figure 22 – Frame of Mind .................................................................................................................. 40 Figure 23 – Evaluating Responsible Companies ................................................................................ 41 Figure 24 –No Changes Made in Shopping for Product ..................................................................... 43 Figure 25 – Product Adoption Pathway............................................................................................... 50 Figure 26 – Purchasing of H+W food and supplement products across the H+W continuum ............ 51 Figure 27 – Natural, organic or specialty versions of sample products purchased ............................. 52 Figure 28 – Gateway and Non-Gateway Categories .......................................................................... 53 Figure 29 – Consumer Collage Excerpt Reflecting Product-Level Sustainability Implications ............ 55 Figure 30 – Frequency of seeking out Natural or Organic versions of H+W products ........................ 56 Figure 31 – Importance of Being Natural or Organic .......................................................................... 57 169
Page 1 and 2:
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
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In addition, laundry detergents are
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likely to minimize the amount of OT
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Q32: “When you buy over the count
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offered in fluoride-free versions.
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Figure 79 - Shopping Barriers for O
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Figure 82 - Feminine Hygiene Purcha
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Product Example Organyc provides a
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Brand and Product Offerings For the
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Shopping Barriers for Plant and Gar
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Shopping Barriers for Pet Supplies
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Brand and Product Offerings While t
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Healthier for families Better for t
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Retains essential vitamins Made in
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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 and 144: PRIORITY CATEGORIES Home lighting o
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: CONCLUSION The burgeoning Health an
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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