Consumer Shopping Habits for Wellness and Environmentally ...

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Figure 19 – Frequency of Seeking Out Organic or Natural Products by Demographics 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Gender Male Female Age 25 - 34 35 - 44 45 - 54 55 - 64 65 - 70 Region East North Central West North Central Middle Atlantic New England East South Central South Atlantic West South Central Mountain Pacific 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 Never-Rarely Sometimes-Always Q25: “When shopping for health and wellness products for your household, how often do you seek out NATURAL or ORGANIC products?” | Base: Primary household shoppers (n=2176). | Source: GMDC 2009 Survey, Mar. 2009. 36
Sustainability Sustainability as a Consumer Concept In general, most consumers are not familiar with the concept of ―sustainability.‖ At the same time, sustainability has a close relationship with advanced levels of H+W. As consumers move toward the Core of H+W, adopting additional wellness behaviors and taking on a more holistic approach to wellbeing, they recognize the connectedness between their own well-being and the well-being of society and the environment. It is in this step from thinking only about one‘s personal health to a more involved, connected-to-the-world idea of wellness that sustainability is highly relevant. The following section discusses Sustainability as an independent concept with a symbiotic relationship with H+W. When pressed to define ―sustainability,‖ consumers tend to allude to a more literal translation by defining it as the ―ability to last over time.‖ However, when consumers talk about what‗s important to their personal lives and the concerns facing society, the word ―responsibility” and similar phrases like ―do the right thing‖ come up time and again. While sustainability may be strongly associated with environmentalism for some, the idea of responsibility casts a net over a variety of economic, environmental, and social issues of importance to consumers. Thus, sustainability is tied both to protecting natural resources and reducing one‘s carbon footprint as well as reducing credit card debt or protecting one‘s family from unsafe, pesticide-laden food. The idea of responsibility is, therefore, reflected at the consumer level in a myriad of behaviors, from purchases to non-purchases and voting to volunteerism. The Hartman model for Sustainability includes four zones encompassing the breadth of salient consumer issues: Economic, Environmental, Social, and Personal Benefit. These zones essentially represent the major themes that today‗s consumer uses to describe their concerns for society and its ability to last over time. Economic Zone Monetary resources are the focus of the economic area of sustainability. Consumers look at whether a practice is economically viable, the control of monetary resources, and the distribution of money. Environmental Zone Consumers consider the use of the earth‘s natural resources and impacts to the planet when evaluating whether or not a product or practice is environmentally responsible. Figure 20 – The Concept ofSustainability 37
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 and 38: Geographic Distribution of H+W Cons
Page 39: Qualitatively, we have not seen sig
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
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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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