Consumer Shopping Habits for Wellness and Environmentally ...

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segments within the World of H+W. Although there is no quintessential Periphery, Mid-level or Core H+W consumer, the following profiles highlight common characteristics and attitudes within each segment. In addition to the material that immediately follows, there is extensive information in Chapter 3 showing product choices per category i.e. typical Periphery, Mid-level, and Core-oriented brands and purchase decision criteria. In Chapter 4, there are detailed explanations of shopping patterns by each segment. Periphery H+W Consumers: “What’s all the hubbub about?” Consumer knowledge at the Periphery level of H+W is very limited. Periphery H+W Consumers include individuals who have recently entered the World of H+W, as well as those who have been participating in H+W for a longer period of time but choose to limit their participation to few products or infrequent purchases. They have a very basic understanding of what H+W means for them personally and are unaware of the products on the market that support more involved H+W consumers. Uncertainty and skepticism characterize the Periphery H+W Consumer, representing cognitive barriers to further participation in the World. Periphery consumers are uncertain about the efficacy of H+W products and are skeptical about their health claims as well as potential positive effects of switching to more H+W-oriented products. Their reluctance to experiment is primarily due to a lack of avid interest as well as sensitivity to price. H+W products are often considered more expensive than their conventional counterparts, and without proof of efficacy, it is difficult for Periphery consumers to justify the added expense. Periphery consumers are therefore the most oriented toward the conventional brands that they often have known for years, or even grew up with. For instance, in the pictures below, taken in a Periphery home, one finds entirely conventional brands. Figure 3 – Examples of Cleaning Products in a Periphery Household Periphery motivations for experimenting in the World of H+W include a recent health problem or concern, curiosity, or an awakening interest in their own health or health of a family member. Often times, behaviorally, Periphery consumers don‘t stick to what they believe they should do to be their healthiest. We generally find the least healthy diets (at least according to nutritional conventions) and 16
least amount of consistent H+W activities (e.g. exercise) among Periphery-oriented consumers, though there are exceptions. ROBERT – A PERIPHERY H+W CONSUMER 29 years old, from Charlotte, NC Single, lives with a roommate and his two dogs Began participation in Health and Wellness 6 years ago by working out at the gym, and taking a Centrum multi vitamin most days Views his H+W activities as personal, and does not think of it as connected in any meaningful way to the environment, his community, or other aspects of the world beyond him Seeks fresh fruit and veggies, looks for ―low fat‖ and ―lite‖ products, and is concerned about portion control, but mostly this relates to ―looking good‖ rather than overall H+W Shops mainly at mainstream mass, grocery, and drug stores Mid-level H+W Consumers: “Experimenting” Mid-level consumers as a whole demonstrate a more involved level of awareness about H+W products than Periphery consumers. These consumers are generally exploratory, as they are in a ―learning mode‖ when it comes to H+W. Because of this, Mid-level consumers are quite attentive to H+W information, particularly from their social networks, retailers, the Internet, magazines, and television. They also tend to find shopping in certain channels quite enjoyable, as a sort of ―adventure‖ in H+W. This ―Experience‖ dimension has important implications for retailers. While these consumers value Knowledge and to some degree Sustainability, they still tune in to more conventional values such as Price and Convenience in their shopping patterns. Although price may dissuade consumers from purchasing some H+W products, those products consumers consider ―must haves,‖ meaning those typically ingested or put on their bodies, often justify a higher price margin. Figure 4- Example Cleaners in a Mid-Level Home Mid-level consumers often have begun to think about H+W in broader terms, outside of their own immediate bodies and households. Ideas about the environment and social justice may drive some of their H+W purchases to a limited extent. However, they are not highly driven in such regards as Core consumers often are, and will tend to lack fully integrated ideas about ―sustainability‖ (see section on sustainability toward the end of this chapter) as a complex of health, environmental, social, and even political concerns that we often find in the Core. Mid-level consumers have generally waded into every key ―gateway‖ H+W product category such as specialty supplements and natural home cleaners, though they may not be fully committed to H+W- 17
Page 1 and 2: Consumer Shopping Habits for Wellne
Page 3 and 4: Preface The Global Market Developme
Page 5 and 6: Introduction It is an exciting time
Page 7 and 8: Executive Summary Study Dimensions
Page 9 and 10: u Some categories show serious cons
Page 11 and 12: CHAPTER 1 | Project Overview and Me
Page 13 and 14: What important similarities and dif
Page 15 and 16: 1/3 of participants with children u
Page 17 and 18: CHAPTER 2 | Consumers, Health and W
Page 19: Thus, the Mid-level is generally wo
Page 23 and 24: Figure 5 - Example Products in a Co
Page 25 and 26: Figure 7 - Meaning of H+W across th
Page 27 and 28: decline, and body aches and pains e
Page 29 and 30: Top Conditions The table below summ
Page 31 and 32: Figure 14 - Separation to Holism H+
Page 33 and 34: Key Dimensions of Consumption in th
Page 35 and 36: Social Networks Consumers‘ friend
Page 37 and 38: Geographic Distribution of H+W Cons
Page 39 and 40: Qualitatively, we have not seen sig
Page 41 and 42: Sustainability Sustainability as a
Page 43 and 44: Figure 21 - Sustainability Triggers
Page 45 and 46: Evaluating Responsible Companies Tr
Page 47 and 48: to most anything other than utter d
Page 49 and 50: Table 2 - Changes Made in Purchasin
Page 51 and 52: Q31: “How has your approach to sh
Page 53 and 54: CHAPTER 3 | Product Categories Intr
Page 55 and 56: Figure 26 - Purchasing of H+W food
Page 57 and 58: Categories Vary in Their H+W Resona
Page 59 and 60: Consumers may become ―stuck‖ (s
Page 61 and 62: Figure 31 - Importance of Being Nat
Page 63 and 64: Figure 33 - H+W Products Where Ther
Page 65 and 66: Figure 34 - Most Important Sustaina
Page 67 and 68: this. Additionally, some consumers
Page 69 and 70: H+W Relevance describes if and how
Page 71 and 72:
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
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Biokleen Automatic Dish Powder On t
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Critical Issues in H+W Retail Below
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when a consumer does become more in
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having consistently low prices in t
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Drug Mainstream drug stores have mo
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Figure 99 -Top Products Purchased a
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importantly as fresh food stores fo
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Target) as well, trusting that pric
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Core Consumer Example 1 Suzie lives
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Please note that below we detail si
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Figure 101 - Example Channel-Catego
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PRIORITY CATEGORIES Home lighting o
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o Like mass channel stores, club st
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consumers often transition from pri
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Moderate to high level of selection
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o H+W-oriented products should free
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priority‖ in the specialty drug c
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Figure 108 - Desirability of In-Sto
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In-Store Health Services Consumer A
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Services Should be Physically Separ
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Other categories in order of prefer
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At the exit, relevant actions inclu
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SEGREGATED H+W PRODUCTS ARE HARD TO
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Figure 118 -Product Categories with
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Building Positive H+W Impressions t
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CONCLUSION The burgeoning Health an
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Figure 7 - Meaning of H+W across th
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Figure 57 - Hair Care Brands ......
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Figure 107 - Specialty Drug Channel
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Research Study Sponsors GMDC thanks
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