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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Product packaging is the first Health <strong>and</strong> <strong>Wellness</strong> cue that consumers notice – clarity of<br />
product function, sustainability markers <strong>and</strong> contemporary aesthetics are all necessary<br />
Key Concepts at the Product <strong>and</strong> Category Levels<br />
There is a Predictable Product Adoption Path<br />
A distinct product adoption pathway exists in the World of H+W. This pathway delineates the order<br />
by which consumers typically introduce product categories their wellness regimens as they evolve<br />
from Periphery toward the Core.<br />
The first major H+W category to be adopted into a wellness lifestyle is, almost invariably, healthier<br />
<strong>and</strong> better food, followed by use of common vitamins, most often a multi-vitamin, <strong>and</strong> often including<br />
basic named vitamins e.g. Vitamin C. We call these, <strong>and</strong> a few others, ―gateway‖ categories. In the<br />
Mid-level, consumers begin to incorporate other H+W-oriented products such as natural home<br />
cleaners <strong>and</strong> personal care items into their wellness regimes. By the time consumers reach the Core,<br />
they are shopping with keen H+W interest in nearly every category, from the food they feed their pets<br />
to what they spray on their lawn.<br />
The Product Adoption Pathway (see chart below) can be quite helpful as a guide <strong>for</strong> targeting<br />
products <strong>and</strong> retail offerings that are most relevant to consumers. For instance, there would be<br />
little point in trying to sell herbal remedies with origins in Traditional Chinese Medicine (far upper right<br />
of chart) to consumers in the Periphery of the H+W world, however, targeting those same consumers<br />
with sensible, easy-to-shop arrangements of common vitamins (top, toward the left of the chart)<br />
makes perfect sense based on the Product Adoption Path.<br />
food/beverage<br />
vitamins<br />
Figure 25 – Product Adoption Pathway<br />
health + wellness books, magazines, +<br />
education<br />
natural home cleaners<br />
specialty<br />
supplements<br />
natural lawn/<br />
garden<br />
natural pet care<br />
herbal<br />
supplements<br />
+ remedies<br />
PERIPHERY MID-LEVEL CORE<br />
OTC<br />
sporting equipment<br />
home lighting<br />
natural children‘s<br />
hygiene/toiletries<br />
natural<br />
skincare<br />
alternative toys <strong>and</strong><br />
games<br />
natural make-up<br />
natural natural eye care<br />
hair care<br />
natural fem hygiene<br />
We can see this pattern to some extent in the self-reported category frequency of use data from our<br />
quantitative survey. For instance, the figure below shows the purchasing behavior of functional<br />
beverages such as fruit juices with added vitamins <strong>and</strong> dietary supplements. This pattern repeats<br />
itself showing higher usage at the Core of each of the gateway product categories on it. In all cases,<br />
it‘s the Core consumer that is purchasing these wellness products on a more frequent basis.<br />
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