Consumer Shopping Habits for Wellness and Environmentally ...

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Shops at mostly local and specialty stores, such as Puget Consumer Co-op, Whole Foods, Pharmaca, and farmers‘ markets What H+W Means to Consumers Consumers were asked to choose which among 19 H+W attitudes and statements resonate most with themselves. We found that feeling good about oneself is the number one definition of what H+W means (76% overall). Compared to the other segments, the Core consumer places more importance on leading a balanced lifestyle, being able to deal with stress, being happy and cheerful, enjoying time with family, relaxing, and maintaining a spiritual balance. In contrast, the Periphery consumer places more importance on not being ill compared to the Mid-level and Core consumer. In this sense, they appear to be reactive to H+W as opposed to being proactive. In the following chart, we show those H+W statements that resonate with at least half of all consumers. Figure 6 – Examples of Consumer Collages Showing Common H+W “Balance” and “Dealing with Stress” Themes 20
Figure 7 – Meaning of H+W across the H+W continuum 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Feeling good about myself Being physically fit Not being ill Having the energy for an active lifestyle Leading a balanced lifestyle Being able to deal with stress Being happy and cheerful Being alert and bright minded Not being overweight Being able to enjoy time with my family Being able to relax and have a good time Maintaining a spiritual balance Total Core Mid-level Periphery Q06: “To me, health and wellness means...” | Base: Primary household shoppers (n=2176; 166 Core, 1408 Mid-level, 602 Periphery). | Source: GMDC 2009 Survey, Mar. 2009. H+W Attitude and Behavior Changes Among the consumers we studied quantitatively, 44% of them indicate they changed their views on health and wellness within the past few years, as indicated by the pie chart. This usually implies that they have had one or more life changing experiences such as an illness, or birth in the family. As the diagram below indicates, Core consumers have made the most significant changes to their H+W views further back in time compared to other segments. Among Core consumers, 61% made changes over a year ago. This of course makes perfect sense, as they are the most deeply committed to H+W, and such commitment tends to intensify the longer someone is involved in the lifestyle. Yes, 44% No, 56% Figure 8 – Changes in views on what H+W means Q7: “In the past few years, have you changed your views on what health & wellness means to you?” | Base: Primary household shoppers (n=2176). | Source: GMDC 2009 Survey, Mar. 2009. 21
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 and 22: least amount of consistent H+W acti
Page 23: Figure 5 - Example Products in a Co
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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