Consumer Shopping Habits for Wellness and Environmentally ...

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striking as the overall similarity across groups. Comparing the mean (total, at top) to the rest of the ―cuts‖ in the data, there are no big differences. Figure 18 – Proportion of H+W Consumers by Other Demographics 0% 20% 40% 60% 80% 100% Total Gender Male Female Age 25 - 34 35 - 44 45 - 54 55 - 64 65 - 70 Ethnicity Caucasian African American Latino Education Less than high school High school graduate Some College College graduate Graduate school Income Under $20,000 $20,000 - $29,999 $30,000 - $39,000 $40,000 - $49,999 $50,000 - $59,999 $60,000 - $99,999 $100,000 - $149,999 $150,000 or more Periphery Mid-level Core Base: Primary household shoppers (n=2176; 166 Core, 1408 Mid-level, 602 Periphery). | Source: GMDC 2009 Survey, Mar. 2009. The only demographic difference that ―jumps out‖ here is the difference in race/ethnicity as regards H+W orientation (approximately the middle of the chart, below). The ―Caucasian‖ group shows substantially less Core (and more Periphery) involvement than either African Americans or Latinos. 34
Qualitatively, we have not seen significant differences between these groups, and suspect that there may be minor cultural differences that impact the way certain groups answer the screening questions. However, in any case, it is important to note that African Americans and Latinos are obviously quite involved in H+W lifestyles. In the following chart, we also see the largest gradient among differences in education and income. We ask how often natural or organic products are sought out when shopping for H+W products. We see that those with the highest levels of education and income seek out natural products more frequently than those at the lowest levels. For most demographics, though, the median is at the 62% level for all consumers (seeking natural products sometimes through always). 35
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 and 36: Social Networks Consumers‘ friend
Page 37: Geographic Distribution of H+W Cons
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
Page 87 and 88: Shopping Barriers for Hair and Skin
Page 89 and 90:
Figure 64 -Reasons for Initially Pu
Page 91 and 92:
Figure 66 - Concerns about Hazardou
Page 93 and 94:
In addition, laundry detergents are
Page 95 and 96:
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.
Page 101 and 102:
Figure 79 - Shopping Barriers for O
Page 103 and 104:
Figure 82 - Feminine Hygiene Purcha
Page 105 and 106:
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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