Consumer Shopping Habits for Wellness and Environmentally ...

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oriented alternative products in any of those categories. Generally Mid-level oriented households will be a ―mixed bag‖ with respect to products. In other words, there will be a notable representation of both traditional brands and more H+W-related alternatives. For instance, in the photo we see conventional products (Clorox, Zep) along with a bottle of Seventh Generation spray cleaner. GAYE – A MID-LEVEL H+W CONSUMER 47 years old, living in New Jersey Married with three kids Involvement in H+W began when diagnosed with an uncommon neurological disorder Personally defines Health and Wellness as taking care of herself, eating healthy, and getting proper rest Seeks advice from a nutritionist, and looks for foods that are low in salt and preservatives and avoids palm oil Takes a multivitamin, calcium, B12, vitamin C, and an Omega 3 as suggested by her nutritionist Jogs on the treadmill for a half hour every day Concerned about the impact of ―harsh household chemicals‖ on her wellbeing and the environment - has replaced some conventional brands with more natural alternatives Shops in conventional (mass, grocery, drug) channels but also visits specialty retailers fairly often Core H+W Consumers: “I am H+W” Core consumers demonstrate substantial knowledge about H+W and are able to articulate the terminology, brands, certifications, and historical and current debates. An example of this articulation is Core consumers‘ keen awareness of the specific toxins and/or additives to be avoided in conventional products and ability to relay the perceived benefits from using other ―healthier‖ products (e.g., probiotics for a healthy digestive system). Core H+W consumers act as information disseminators; they, therefore, pride themselves on having the latest information about H+W. Core individuals are likely to express skepticism toward information coming from major companies and tend to favor small producers and manufacturers, with whom they have more direct access. Often times, Core households will have very few conventional, branded products in them. For instance, in the pictures below, one notices that only H+W-related brands appear in the bathroom of a certain Core-oriented home. 18
Figure 5 – Example Products in a Core Household Bathroom Core consumers‘ deep commitment to health and wellness means they have few barriers to purchasing and obtaining H+W products. They will often go well out of their way to find the H+W goods they seek, and price is generally not an issue for them. Like everyone else, they will seek a good price, however, in a general sense they will spend large amounts on desirable H+W goods. In other areas of their lives, however, they may not spend much money, e.g. driving an old car to save money in order to enable the purchase of H+W items. Along with an intense involvement in the World of Health and Wellness, Core consumers tend to have the most holistic view, across all segments, about how their personal wellbeing intersects with the environment and broader society. They are usually motivated by both general feelings of wellness and/or condition management to more sustainability-minded issues. Key values for this segment include Authenticity (in that they search for ―authentic‖ wellness products typically from smaller, wellness-devoted manufacturers), Knowledge (having a deep understanding of H+W), Sustainability (which they connect directly to their own wellness), and Local (buying local products for social, environmental, and health reasons). SUSIE – A CORE H+W CONSUMER 53 year old single mom of two kids, living in Seattle H+W became significant fifteen years ago when she started having insomnia and general weakness. Allopathic doctor had difficulty with diagnosis, so she started working with Holistic M.D.‘s; was diagnosed with Chronic Fatigue Syndrome Began eating organic foods, taking Chinese herbs, and receiving acupuncture Purchases only household supplies she considers 100% healthy for the planet Won‘t purchase products from companies she considers unsustainable, unless there aren‘t alternatives Always reads (or, ―interrogates‖) product labels Will conduct online research about a company and its practices before purchasing a new product 19
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 and 20: Thus, the Mid-level is generally wo
Page 21: least amount of consistent H+W acti
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
Page 73 and 74:
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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