Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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Figure 7 – Meaning of H+W across the H+W continuum<br />
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%<br />
Feeling good about myself<br />
Being physically fit<br />
Not being ill<br />
Having the energy <strong>for</strong> an active lifestyle<br />
Leading a balanced lifestyle<br />
Being able to deal with stress<br />
Being happy <strong>and</strong> cheerful<br />
Being alert <strong>and</strong> bright minded<br />
Not being overweight<br />
Being able to enjoy time with my family<br />
Being able to relax <strong>and</strong> have a good time<br />
Maintaining a spiritual balance<br />
Total<br />
Core<br />
Mid-level<br />
Periphery<br />
Q06: “To me, health <strong>and</strong> wellness means...” | Base: Primary household shoppers (n=2176; 166 Core, 1408 Mid-level, 602 Periphery).<br />
| Source: GMDC 2009 Survey, Mar. 2009.<br />
H+W Attitude <strong>and</strong> Behavior Changes<br />
Among the consumers we studied quantitatively, 44% of them<br />
indicate they changed their views on health <strong>and</strong> wellness within the<br />
past few years, as indicated by the pie chart. This usually implies that<br />
they have had one or more life changing experiences such as an<br />
illness, or birth in the family. As the diagram below indicates, Core<br />
consumers have made the most significant changes to their H+W<br />
views further back in time compared to other segments. Among Core<br />
consumers, 61% made changes over a year ago. This of course<br />
makes perfect sense, as they are the most deeply committed to H+W,<br />
<strong>and</strong> such commitment tends to intensify the longer someone is<br />
involved in the lifestyle.<br />
Yes,<br />
44%<br />
No,<br />
56%<br />
Figure 8 – Changes in views<br />
on what H+W means<br />
Q7: “In the past few years, have you changed your views on what health & wellness means to you?” | Base: Primary household shoppers<br />
(n=2176). | Source: GMDC 2009 Survey, Mar. 2009.<br />
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