Consumer Shopping Habits for Wellness and Environmentally ...

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Figure 10 – Reasons for changing views on health and wellness Concern about getting older My health condition changed Having too little energy Having too much stress 53% 49% 46% 45% The health condition of a family member worsened Someone I know died of poor health Something I read The health condition of a friend worsened Changing jobs Having a baby A TV/radio program 21% 16% 15% 11% 9% 8% 4% Q9: “What caused you to change your views on health and wellness?” | Base: Shoppers that have changed their views on what H+W means to them (n=932). | Source: GMDC 2009 Survey, Mar. 2009. Although many consumers have changed their views on H+W, we see on the following chart that overall, 72% of consumers feel good to excellent about their health. The Core consumer generally rates their health better than the other two segment groups. The Core feels better as a group because they are being proactive about their health. They take vitamins and supplements, eat organic foods more regularly and research their health. These activities go a long way towards the prevention of many health ailments. Figure 11 – Shoppers Rating Their Health Total Core Mid-level Periphery 28% 23% 27% 32% 72% 77% 73% 68% Poor-Fair Good-Excellent Q10: “In general, how would you rate your health?” | Base: Primary household shoppers (n=2176; 166 Core, 1408 Mid-level, 602 Periphery). | Source: GMDC 2009 Survey, Mar. 2009. 24
Top Conditions The table below summarizes top health conditions per household. Interestingly, the first two ―conditions‖ are more general and lifestyle-oriented than specific, acute medical conditions. Since the government (National Health and Nutrition Examination Survey) estimates that two-thirds of the US population is clinically overweight, it is not surprising that being overweight is one of the top health issues. This aligns with our other findings where H+W interest is often triggered by a more diffuse health concern than an actual diagnosis of illness. This suggests, again, that H+W to consumers is not just about ―conditions‖ as such but broader themes of quality of life e.g. ―stress‖ is at top of the list. Stress is much more prevalent these days because of challenges stemming from the overall economy. More people are worried about job loss, banking crisis, housing market, and increasing costs of health care. It may be prudent for manufacturers to address these health issues with their line of products. Figure 12 – Key Health Issues by Household Overweight Stress Arthritis Depression Diagnosed digestive disorders Anxiety Sleep disorder Dermatological/skin problems Asthma Diabetes Heart or cardiovascular concerns Food allergy/sensitivity Digestive irregularity Difficulties associated with menopause Osteoporosis ADHD Sensitivity to irritants Cancer Hyperactivity Auto Immune Disorder Eating disorders Colitis 31% 27% 26% 26% 24% 24% 21% 21% 19% 15% 14% 11% 9% 9% 8% 6% 6% 4% 3% 2% 46% 46% Q11: “Do you or anyone in your household have any of these health issues?” | Base: Primary household shoppers (n=2176). | Source: GMDC 2009 Survey, Mar. 2009. 25
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 and 24: Figure 5 - Example Products in a Co
Page 25 and 26: Figure 7 - Meaning of H+W across th
Page 27: decline, and body aches and pains e
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
Page 75 and 76: immune response. Bioavailability al
Page 77 and 78: Figure 47 - Herbal/Homeopathic Reme
Page 79 and 80:
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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