Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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Introduction<br />
It is an exciting time in the health, wellness <strong>and</strong> environmentally conscious lifestyle arena.<br />
<strong>Consumer</strong>s continue to be engaged in wellness activities <strong>and</strong> are, in fact, increasing<br />
their desire to incorporate health <strong>and</strong> wellness (H+W) products <strong>and</strong> services into their<br />
lives. In years past, the adoption of these products was largely due to the consumer‘s<br />
stated need to take control of their personal health <strong>and</strong> the health of their families.<br />
Currently, we are witnessing another underlying motivation emerge: <strong>Consumer</strong>s are<br />
reclaiming control over their health <strong>and</strong> wellness in-order to achieve better quality<br />
life experiences.<br />
The past ten years have clearly shown that H+W is not a fad or simply a niche market, but<br />
rather a full-scale change in how consumers want to live their lives. Today‘s H+W consumer is so<br />
mainstream that no particular demographic defines them — they are representative of all incomes, genders, educational<br />
backgrounds <strong>and</strong> ethnicities. Although each consumer‘s level of intensity <strong>and</strong> passion around H+W may differ, the<br />
common elements of their lifestyles are identifiable <strong>and</strong> underst<strong>and</strong>ing the trajectory of where these lifestyles will take<br />
them is imperative <strong>for</strong> recognizing future business opportunities.<br />
u <strong>Consumer</strong> Top Findings<br />
<strong>and</strong> Associated Insights<br />
Health <strong>and</strong> <strong>Wellness</strong> is not a niche market dominated by a small group of<br />
consumers, it is a long-term change in how consumers view their lives <strong>and</strong> the<br />
products they purchase.<br />
H+W isn’t just one set of products. It stretches across the entire store.<br />
<strong>Consumer</strong>s participate at different intensity levels within H+W.<br />
Don’t try to be all things to all people. Identify the segment you are<br />
targeting <strong>and</strong> speak their language.<br />
Demographics only offer limited insights into a consumer’s level<br />
of engagement with wellness.<br />
<strong>Consumer</strong> involvement is dependent upon lifestyle engagement, so traditional targeting methods<br />
don’t work well.<br />
H+W is not defined by consumers as just avoiding or managing physical conditions. It is about emotional <strong>and</strong><br />
mental states as well.<br />
<strong>Consumer</strong>s are seeking solutions that improve their day-to-day quality of life, not just products that<br />
keep them from becoming ill.<br />
For product manufacturers it is important to realize that the consumer moves along a Product Adoption Path. To move<br />
the consumer from a Periphery position to Core segmentation requires that more transitional products are developed <strong>and</strong><br />
introduced into mainstream channels to meet consumer needs. There is also a need to increase consumer’s product<br />
knowledge at the shelf via packaging attributes, point of purchase signage or staff member sales interaction with the<br />
consumer. Not incorporating strategic wellness-based initiatives into marketing messages <strong>and</strong> product design could<br />
significantly affect a manufacturer’s ability to grow sales with the H+W consumer in the future.<br />
The Association <strong>for</strong> GM <strong>and</strong> HBW<br />
Connectivity, Education, <strong>and</strong> Research<br />
<strong>Consumer</strong> <strong>Shopping</strong> <strong>Habits</strong> Study