Consumer Shopping Habits for Wellness and Environmentally ...

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OVER THE COUNTER MEDICATIONS OTC medications are the one product category where consumers are more likely to switch to buying private label brands. As shown in the following table, roughly a quarter of OTC shoppers buy the store brand more often this year. I'm more likely to wait for sales or deals and stock up I'm more likely to collect and use coupons Table 4 – Changes Made in Purchasing Personal Care Products – List 3 Children's Feminine Baby diapers, personal care hygiene/ wipes, or care products contraceptives Over the counter medications 28% 24% 21% 17% 26% 22% 27% 21% I shop around more to find the best deal 24% 20% 11% 23% I buy the store brand more often 15% 17% 10% 24% I have switched to less expensive brands 10% 15% 11% 17% I buy smaller amounts when I do buy it 7% 5% 8% 10% I am more focused on buying higher quality than before 6% 14% 5% 6% I buy it less often 5% 7% 8% 16% Q31: “How has your approach to shopping for Product category changed, if at all, compared to last year?” | Base: Product shoppers (n varies from 167 for Children's personal care products to 498 for Over the counter medications).| Source: GMDC 2009 Survey, Mar. 2009. CLEANING PRODUCTS About a quarter of household cleaner shoppers are likely to use coupons or wait for sales to purchase their cleaning products. These are items that are used less regularly so the consumer can wait for sales or collect coupons and still make do. Table 5 – Changes Made in Purchasing Household Cleansers Bathroom cleaners Kitchen cleaners Laundry detergents Window or general purpose cleaners I'm more likely to collect and use coupons I'm more likely to wait for sales or deals and stock up 27% 27% 24% 26% 26% 22% 27% 24% I shop around more to find the best deal 22% 17% 19% 14% I buy the store brand more often 17% 17% 8% 15% I have switched to less expensive brands 15% 18% 15% 14% I buy it less often 11% 12% 9% 17% I am more focused on buying higher quality than before 8% 7% 11% 6% I buy smaller amounts when I do buy it 5% 7% 6% 5% 46
Q31: “How has your approach to shopping for Product category changed, if at all, compared to last year?” | Base: Product shoppers (n varies from 528 for Laundry detergents to 544 for Kitchen cleaners).| Source: GMDC 2009 Survey, Mar. 2009. OTHER CATEGORIES Home fragrance products are another product category where shoppers are more likely to wait for sales and stock up. Plants and gardening goods are not considered consumer necessities like food and personal care good are. Therefore, consumers are likely to buy these gardening goods less often (25%). Table 6 – Changes Made in Miscellaneous Products Home fragrance Pet supplies Plants and garden care I'm more likely to wait for sales or deals and stock up 26% 14% 17% I buy it less often 22% 7% 25% I'm more likely to collect and use coupons 19% 18% 10% I shop around more to find the best deal 11% 18% 19% I am more focused on buying higher quality than before 9% 9% 7% I have switched to less expensive brands 9% 12% 8% I buy smaller amounts when I do buy it 8% 8% 11% I buy the store brand more often 5% 7% 9% Q31: “How has your approach to shopping for Product category changed, if at all, compared to last year?” | Base: Product shoppers (n varies from 341 for Pet supplies to 396 for Home fragrance). | Source: GMDC 2009 Survey, Mar. 2009. Future Trends in H+W While the economic recession may briefly attenuate some consumer growth in the World of H+W, long-term we do not anticipate that the impact will derail the continuation of the patterns we have seen for the past several years, which are incorporated into the sections, above, as well as lowerlevel patterns that we see in the product and retail contexts as covered in the next two chapters. In a general sense, we anticipate further growth, as more intensive H+W lifestyle values are adopted by increasingly large chunks of the population. We also anticipate that more categories will take on a H+W resonance or be more directly tied to consumer notions of H+W. For instance, cleaning products have only relatively recently taken on H+W overtones that extend into more mainstream populations, though they have been a concern of Core consumers for years. This suggests that a broad-based H+W strategy is most appropriate for retailers and manufacturers. ―H+W everywhere‖ could serve as a mantra for such an approach. However, generally, the future is most likely to hold an intensification of existing patterns, such as an increasing level of concern with food ingredient quality, an increasing emphasis on the environmental friendliness of goods purchased for the home, and more attention paid to any perception of toxicity in personal care products. In some part, this intensification of proactive H+W will also be fueled by intensifying concern over health care costs. Strategically and tactically, retailers and manufacturers may use the guidelines in the next two chapters to ―future proof‖ their stores, products, and services. At the product level, paying particular 47
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 and 48: to most anything other than utter d
Page 49: Table 2 - Changes Made in Purchasin
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
Page 107 and 108:
Brand and Product Offerings For the
Page 109 and 110:
Shopping Barriers for Plant and Gar
Page 111 and 112:
Shopping Barriers for Pet Supplies
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Brand and Product Offerings While t
Page 115 and 116:
Healthier for families Better for t
Page 117 and 118:
Retains essential vitamins Made in
Page 119 and 120:
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
Page 133 and 134:
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
Page 173 and 174:
Figure 7 - Meaning of H+W across th
Page 175 and 176:
Figure 57 - Hair Care Brands ......
Page 177 and 178:
Figure 107 - Specialty Drug Channel
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Research Study Sponsors GMDC thanks
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