Consumer Shopping Habits for Wellness and Environmentally ...

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Impacts of Recession on Various Categories The recession has impacted various product categories in different ways, again with more ―everyday‖ items appearing to be least impacted, as discretionary categories the most impacted. FOOD/BEVERAGE AND SUPPLEMENTS Energy drinks, generally not considered a staple, are simply purchased (31%) less often. (Please note that energy drinks and functional beverages are the only food/beverage categories explored in this study.) In more ―everyday‖ use categories, consumers buying functional beverages are more likely to wait for sales or to use coupons, but generally continue purchasing their products, and dietary supplement shoppers are also more likely to wait for sales or to shop around to get the best deal, but, again, it does not appear that they are simply ―going without.‖ Table 1 – Changes Made in Purchasing Food or Supplement Products Functional or Vitamins Energy Herbal enhanced or drinks supplements beverages minerals Specialty supplements I buy it less often 31% 20% 13% 15% 14% I buy smaller amounts when I do buy it I shop around more to find the best deal I'm more likely to wait for sales or deals and stock up I have switched to less expensive brands I'm more likely to collect and use coupons I am more focused on buying higher quality than before 18% 11% 9% 11% 8% 16% 22% 19% 25% 20% 13% 24% 26% 15% 14% 12% 14% 11% 14% 10% 8% 24% 17% 20% 11% 8% 6% 11% 10% 13% I buy the store brand more often 3% 13% 17% 15% 11% Q31: “How has your approach to shopping for Product category changed, if at all, compared to last year?” | Base: Product shoppers (n varies from 160 for Energy drinks to 479 for Vitamins or minerals).| Source: GMDC 2009 Survey, Mar. 2009. PERSONAL CARE Personal care products such as bar soap, body wash, hair care, and face care are typically ―everyday use‖ products. Consumers that have changed their purchase habits in the past year have done so by being more likely to wait for sales and stocking up, or to use coupons for their purchases, but again, the incidence of ―going without‖ is relatively low. 44
Table 2 – Changes Made in Purchasing Personal Care Products – List 1 Bar soap Body wash or bath gel Hair care Face care I'm more likely to wait for sales or deals and stock up 20% 25% 19% 23% I'm more likely to collect and use coupons 18% 21% 24% 28% I shop around more to find the best deal 14% 21% 18% 19% I buy it less often 10% 13% 9% 15% I have switched to less expensive brands 9% 15% 16% 16% I buy smaller amounts when I do buy it 5% 6% 5% 11% I buy the store brand more often 5% 9% 9% 12% I am more focused on buying higher quality than before 4% 8% 9% 10% Q31: “How has your approach to shopping for Product category changed, if at all, compared to last year?” | Base: Product shoppers (n varies from 374 for Face care to 503 for Hair care). | Source: GMDC 2009 Survey, Mar. 2009. As shown in the following table, cosmetics are an item that is purchased less often (26%). Consumers are making do with the cosmetics they currently own, and will replace exhausted stocks, but are off discretionary purchases of desired but not ―needed‖ items. In more everyday items, roughly a quarter of all shoppers continue to make purchases by waiting for sales and stocking up, or using coupons for regularly used items such as deodorant, moisturizers, oral care, shaving care, baby diapers, children's care, and feminine hygiene. Table 3 – Changes Made in Purchasing Personal Care Products – List 2 Deodorant or Lip Oral Cosmetics antiperspirant balm/ Moisturizers care gloss Shaving lotions/ gels/foam I buy it less often 26% 5% 16% 16% 4% 11% I shop around more to find the best deal I'm more likely to collect and use coupons I'm more likely to wait for sales or deals and stock up I am more focused on buying higher quality than before I have switched to less expensive brands 20% 10% 13% 18% 16% 19% 18% 18% 13% 23% 27% 21% 18% 23% 15% 21% 19% 22% 12% 5% 9% 12% 8% 6% 10% 9% 7% 12% 9% 12% I buy the store brand more often 8% 5% 11% 8% 7% 12% I buy smaller amounts when I do buy it 7% 4% 8% 10% 4% 5% Q31: “How has your approach to shopping for Product category changed, if at all, compared to last year?” | Base: Product shoppers (n varies from 265 for Cosmetics to 545 for Oral care). | Source: GMDC 2009 Survey, Mar. 2009. 45
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 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: to most anything other than utter d
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
Page 97 and 98: Q32: “When you buy over the count
Page 99 and 100:
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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