Consumer Shopping Habits for Wellness and Environmentally ...

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Sponsors The GMDC Educational Leadership Council sincerely thanks the many contributors to this study, including our sponsors and the suppliers that have provided services or products as gifts-in-kind. All of our sponsors have been instrumental in supporting the research team in developing this study. Thought Leadership Sponsors 2009 GMDC Education Leadership Council Foundation Underwriter Sponsors Chairman Lou J. Martire Vice President Trade Development Energizer Holdings, Inc. Members Jerry Brown Vice President Industry and Customer Development Unilever Immediate Past Chairman Joseph Bivona Vice President Customer Development Time/Warner Retail Sales & Marketing Karl Kruse Vice President General Merchandise Hy-Vee, Inc. Retail Sponsors Kevin Brunory Senior Director National Sales/ Business Development Blistex Inc. Dean Erlandson Sr. Vice President - Mass Customers Hallmark Cards Rick LaBerge Vice President Sales Johnson & Johnson Consumer Products Company Dewayne Rabon Vice President GM/HBC Winn-Dixie Stores, Inc. Dan Funk Corporate Vice President GM/ HHB SUPERVALU INC. Thomas J. Schultz President Dickinson Brands Inc. Educational Sponsors David Howenstine Vice President, Customer and Industry Development Pfizer Consumer Healthcare William Spain Manager North American Industry Affairs Procter & Gamble Company Gift-in-Kind Sponsors © 2009 Global Market Development Center (“GMDC”) All rights reserved. This publication may not be reproduced, stored in any information or retrieval system or transmitted in whole or part, in any forms or by any means — electronic, mechanical, photocopying, recording or otherwise — without the express written permission of the Global Market Development Center. ii Consumer Shopping Habits Study The Association for GM and HBW Connectivity, Education, and Research
Preface The Global Market Development Center (GMDC) is the premier trade association dedicated to serving General Merchandise and Health, Beauty, Wellness retailers, wholesalers and suppliers; for over 40 years. Our members represent over 125,000 retail outlets and over $500 billion in General Merchandise, Health, Beauty and Wellness product sales. The Association for GM and HBW Connectivity, Education, and Research GMDC promotes critical connectivity to grow and expand member companies by uniting members through business building events and opportunities and enriching their thinking through education and training; consumer and business insights; and information resources. The Global Market Development Center has maintained a leadership position in Research, Education and Consumer Insights for over 15 years. Under the guidance of its Board of Directors the association has been asked to provide information and services that uncover actionable output which provides General Merchandise, Health, Beauty, Wellness and Pharmacy with new insights into potential consumer sales opportunities. As part of the association’s ongoing commitment to research, in January GMDC launched an industry-leading, major multi-year research project to identify the Consumer Shopping Habits for Wellness and Environmentally Conscious Lifestyles. The research incorporates both qualitative and quantitative techniques, and looks at uncovering actionable items that will offer members ideas to generate sales with this growing consumer base. This report is the complete release of the Phase I study results from the research conducted in 2009. For 2010 GMDC will perform additional research for Phase II and use the results to update our original release and to provide new insights on consumer trends. In addition, the research has been funded entirely by sponsorships from our members. Without the support of our sponsors we would be unable to deliver this world class, one-of-a-kind Consumer Shopping Habits Study. “GMDC and its member sponsors are investing in this study based on our complete commitment to serve as the industry leader on the platform of health and wellness consumer insights and education,” indicated David McConnell, GMDC President and CEO. “We’ve experienced an unprecedented level of support for this study, and that support validates that we’re focusing our efforts on an opportunity that offers value to a broad segment of our membership.” Thought Leadership Sponsors Energizer Holdings, Inc; Energizer Personal Care; Johnson & Johnson Family of Companies; Kellogg’s; Novartis Consumer Health; Pharmavite LLC; Procter & Gamble Company; and Unilever. Foundation Underwriter Sponsors Bayer HealthCare; Colgate-Palmolive Company; and Pfizer Consumer Healthcare. Educational Sponsors Boiron Borneman, Inc.; Method Products, Inc.; Park City Group; and Time Warner Retail Sales and Marketing Retail Sponsors BI-LO LLC; Harris Teeter Supermarkets, Inc.; Pharmaca Integrative Pharmacy; Rite Aid Corporation; The Stop & Shop Supermarket Company; and Wegmans Food Markets, Inc. All of GMDC’s previous studies and insights are available to members on our Web site. For more information, please visit www.GMDC.org or contact us at: Global Market Development Center, 1275 Lake Plaza Drive, Colorado Springs, Colorado 80906, 719.576.4260. The Association for GM and HBW Connectivity, Education, and Research Consumer Shopping Habits Study iii
Page 1: Consumer Shopping Habits for Wellne
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 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
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Consumers may become ―stuck‖ (s
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Figure 31 - Importance of Being Nat
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Figure 33 - H+W Products Where Ther
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Figure 34 - Most Important Sustaina
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this. Additionally, some consumers
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H+W Relevance describes if and how
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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
Page 81 and 82:
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 ......
Page 177 and 178:
Figure 107 - Specialty Drug Channel
Page 179 and 180:
Research Study Sponsors GMDC thanks
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