Consumer Shopping Habits for Wellness and Environmentally ...

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Contents iv Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 CHAPTER 1 | Project Overview and Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Key Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 CHAPTER 2 | Consumers, Health and Wellness, and Sustainability . . . . . . . . . . . . . . . . . . . . . . . 13 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 What You Will Learn In Chapter 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 General Introduction to Health and Wellness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 The World Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Sustainability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Impact of the Economic Recession on Health and Wellness Consumers . . . . . . . . . . . . . . . . . . . . . 44 Future Trends in H+W . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 CHAPTER 3 | Product Categories. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 What You Will Learn In Chapter 3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Key Concepts at the Product and Category Levels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 How to Use Category Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 Gateway Categories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 Non-Gateway Categories/Sub-Categories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90 Non-Gateway Categories Lacking Clear Ties to H+W . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 105 Linking General Merchandise Products to H+W . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110 The Importance of Product Packaging and Labeling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114 CHAPTER 4 | Health and Wellness at Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 What You Will Learn In Chapter 4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 Critical Issues in H+W Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .119 Overview of Retail Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121 Consumer Channel Use by Health and Wellness Orientation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127 Targeting Categories and SKU Mix to Health and Wellness Orientations . . . . . . . . . . . . . . . . . . . . 134 Cultivating Wellness-Oriented Retail Spaces . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167 List of Tables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 168 Consumer Shopping Habits Study The Association for GM and HBW Connectivity, Education, and Research
Introduction It is an exciting time in the health, wellness and environmentally conscious lifestyle arena. Consumers continue to be engaged in wellness activities and are, in fact, increasing their desire to incorporate health and wellness (H+W) products and services into their lives. In years past, the adoption of these products was largely due to the consumer‘s stated need to take control of their personal health and the health of their families. Currently, we are witnessing another underlying motivation emerge: Consumers are reclaiming control over their health and wellness in-order to achieve better quality life experiences. The past ten years have clearly shown that H+W is not a fad or simply a niche market, but rather a full-scale change in how consumers want to live their lives. Today‘s H+W consumer is so mainstream that no particular demographic defines them — they are representative of all incomes, genders, educational backgrounds and ethnicities. Although each consumer‘s level of intensity and passion around H+W may differ, the common elements of their lifestyles are identifiable and understanding the trajectory of where these lifestyles will take them is imperative for recognizing future business opportunities. u Consumer Top Findings and Associated Insights Health and Wellness is not a niche market dominated by a small group of consumers, it is a long-term change in how consumers view their lives and the products they purchase. H+W isn’t just one set of products. It stretches across the entire store. Consumers participate at different intensity levels within H+W. Don’t try to be all things to all people. Identify the segment you are targeting and speak their language. Demographics only offer limited insights into a consumer’s level of engagement with wellness. Consumer involvement is dependent upon lifestyle engagement, so traditional targeting methods don’t work well. H+W is not defined by consumers as just avoiding or managing physical conditions. It is about emotional and mental states as well. Consumers are seeking solutions that improve their day-to-day quality of life, not just products that keep them from becoming ill. For product manufacturers it is important to realize that the consumer moves along a Product Adoption Path. To move the consumer from a Periphery position to Core segmentation requires that more transitional products are developed and introduced into mainstream channels to meet consumer needs. There is also a need to increase consumer’s product knowledge at the shelf via packaging attributes, point of purchase signage or staff member sales interaction with the consumer. Not incorporating strategic wellness-based initiatives into marketing messages and product design could significantly affect a manufacturer’s ability to grow sales with the H+W consumer in the future. The Association for GM and HBW Connectivity, Education, and Research Consumer Shopping Habits Study
Page 1 and 2: Consumer Shopping Habits for Wellne
Page 3: Preface The Global Market Developme
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
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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
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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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