Consumer Shopping Habits for Wellness and Environmentally ...

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Allergies and Sensitivities Many consumers (approximately 15% of all households) report concern over various allergies and sensitivities. Per the quantitative data in the figure below, dairy forms the top concern, with many consumers convinced of lactose intolerance at some level. Nuts, often a source of worry to moms with school-aged kids, represent the second highest level of concern. Qualitatively, however, we do find that, except in the case of actual medical diagnosis of an allergy, consumers do tend to overrepresent both their level of concern and their level of vigilance in making product choices relative to allergies and sensitivities. Figure 13 – Concerns About Food Allergies/Sensitivities Dairy 34% Nuts 29% Cow's milk Seafood 24% 25% Wheat 17% Gluten 14% Eggs Soy 10% 10% Q12: “You mentioned that you or someone in your household has food allergies or sensitivities. Among the following ingredients, which are you concerned about?” | Base: Shoppers with a household member with food allergy/sensitivity (n=313). | Source: GMDC 2009 Survey, Mar. 2009. Key Transitions in H+W Separation to Holism Once in the World of Health and Wellness, consumers may progress from the Periphery to the Core, evolving toward holism. A holistic approach is one in which H+W and all of its various parts become more unified, rather than ―just a bunch of disassociated concepts and products.‖ For example, a Periphery consumer may take cold medicine when s/he is sick and consider healthier eating options while standing in the grocery store looking at produce. However, that consumer will rarely think about H+W outside of such occasions. Showing a much deeper level of integration, Mid-level and Core consumers relate many other aspects of their lives to H+W, like getting enough exercise and sleep, setting aside ―time out‖ to de-stress, and taking herbal supplements to reinforce their bodies‘ natural defenses. At the Core, H+W becomes about a great deal more than just about the individual and the immediate family - environmental and political concerns often become a part of the lifestyle, as the social and environmental impacts of one‘s lifestyle are taken more seriously. The below figure reflects this transition from ―separation‖ to ―holism‖ that is indicative of the evolution in mindset and activities for Periphery to Mid-level to Core consumers. 26
Figure 14 - Separation to Holism H+W Motif Negative View of Health to Positive View of H+W Consumers also adopt a more positive view of H+W as they progress from Periphery to Core. They shift from a negative, more physically-oriented set of values and practices relating to Health, to a more positive, holistic focus on H+W. In other words, they go from ―darkness to light.‖ They evolve from viewing Health as ―things you have to do,‖ that are obligatory and not particularly interesting, to viewing Health and Wellness in a positive light and being actively engaged with and interested in related ideas, knowledge, and activities. The diagram at right provides examples of the tenor of H+W as it moves from negative to positive, from ideas such as ―sickness‖ to ideas of ―taking care.‖ Other “Negative” Aspects of H+W PERIPHERY reactive sickness illness treatment crisis mechanical quick fix have to necessary boring CORE proactive nutrition taking care prevention for the long term indulgence In general, there are few negative aspects of H+W to NEGATIVE POSITIVE consumers, particularly after they enter solidly into the Mid-level. However, for Periphery and those straddling the boundary between Periphery and Midlevel, there are a two major, potential ―negatives‖ to mitigate. These are fun The price barrier, which tends to be overcome as consumers evolve further into the Midlevel The knowledge gap, which tends to frustrate consumers when they attempt to navigate new and largely unknown H+W products and retail spaces Both of these are covered in several places in subsequent sections of this report. 27
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 and 28: decline, and body aches and pains e
Page 29: Top Conditions The table below summ
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
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 ......
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Figure 107 - Specialty Drug Channel
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Research Study Sponsors GMDC thanks
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