Consumer Shopping Habits for Wellness and Environmentally ...

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Figure 16 – Information Sources Internet 60% Doctor 53% Online health sites 44% Books/Magazines 38% Family member 29% Friend or colleague TV/Radio shows Pharmacist Newspapers Email newsletters Product label A product company's web site Nutritionist/Dietitian Hospital Commercials Online communities A product company's advertisement Professional medical association In-store information Health club/Trainer Alternative/Complementary health practitioner Blogs 21% 20% 16% 15% 14% 13% 11% 9% 9% 9% 8% 7% 6% 6% 5% 5% 5% Media Medical Professionals Personal Acquaintances Manufacturer/Retailer Q13: “In the PAST 3 MONTHS, which of the following information sources have you used to learn more about health and wellness?” | Base: Primary household shoppers (n=2176). | Source: GMDC 2009 Survey, Mar. 2009. Knowledge Transfer: Information to Practice Beyond where consumers obtain H+W information, it is essential to understand how information translates into practice. Time and again consumers report being confused and frustrated by the myriad scientific reports and product recommendations that inundate their lives. Consumers separate the ―wheat‖ from the ―chaff‖ based largely on intuition and corroboration. Wellness information that resonates on an intuitive or gut level often gets translated into intention and/or practice. For example, eating more whole grains has common sense appeal because it is obvious to consumers that more nutrition is retained by something retaining its whole state over something processed. Consumers are also inclined to adopt a wellness product or practice when they hear corroborating evidence of its effectiveness. When a consumer hears about the power of antioxidants from her doctor, yoga instructor, an NPR broadcast, the grocery clerk and her acquaintance at the dog park, the information sticks, and antioxidant consumption follows. Repeated information from multiple sources often becomes practice. 32
Geographic Distribution of H+W Consumers and Demographic Differences As we mentioned above in relation to social networks, some regions have a higher density (or ―critical mass‖) of more involved H+W consumers than others. While there are notable differences between various regions, the differences are not as vast as many in industry imagine, with major differences only in the percentage of Core consumers. The Core consumer is more likely to be living in the Pacific states of California, Oregon, Washington, and Alaska. The US region with the most Periphery consumers is New England. In New England, 38% of consumers are considered Periphery and only 3% are Core. In all regions, however, there are quite substantial proportions of Mid-level consumers. Figure 17 – Proportion of H+W Consumers by Region Pacific 24% 53% 23% East South Central 24% 57% 19% West South Central 21% 61% 18% South Atlantic 23% 63% 14% Middle Atlantic 20% 67% 13% East North Central 28% 64% 8% West North Central 28% 64% 8% Mountain 24% 72% 4% New England 38% 60% 3% Periphery Mid-level Core Q2: “What state do you live in?” | Base: Primary household shoppers (n=2176; 166 Core, 1408 Mid-level, 602 Periphery). | Source: GMDC 2009 Survey, Mar. 2009. Other than region, we have not found significant differences in demographics with respect to H+W lifestyle adoption, other than at extreme edges of the income and education scales, as shown in the following figure. Consumers living in true poverty of course have more pressing concerns than H+W, and consumers at the opposite end of the income scale often purchase ―high end‖ (often organic and/or high quality) products in many categories simply because they can, or to be trendy, without necessarily having an emotional commitment to those products. So, while they may outwardly appear to be Core, and often test as such quantitatively, they may not be Core in a substantive sense. As a result there are slightly more Core consumers among higher income groups. Education also tends to correlate with income to some degree so there are more Periphery consumers among those with less than high school education. But throughout all demographics, we still see that the Mid-level segment is the largest consumer group, and that, overall, the differences are not nearly as 33
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 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: Social Networks Consumers‘ friend
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
Page 83 and 84: Figure 55 - Hair and Skin Care Deci
Page 85 and 86: 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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