Consumer Shopping Habits for Wellness and Environmentally ...

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Product packaging is the first Health and Wellness cue that consumers notice – clarity of product function, sustainability markers and contemporary aesthetics are all necessary Key Concepts at the Product and Category Levels There is a Predictable Product Adoption Path A distinct product adoption pathway exists in the World of H+W. This pathway delineates the order by which consumers typically introduce product categories their wellness regimens as they evolve from Periphery toward the Core. The first major H+W category to be adopted into a wellness lifestyle is, almost invariably, healthier and better food, followed by use of common vitamins, most often a multi-vitamin, and often including basic named vitamins e.g. Vitamin C. We call these, and a few others, ―gateway‖ categories. In the Mid-level, consumers begin to incorporate other H+W-oriented products such as natural home cleaners and personal care items into their wellness regimes. By the time consumers reach the Core, they are shopping with keen H+W interest in nearly every category, from the food they feed their pets to what they spray on their lawn. The Product Adoption Pathway (see chart below) can be quite helpful as a guide for targeting products and retail offerings that are most relevant to consumers. For instance, there would be little point in trying to sell herbal remedies with origins in Traditional Chinese Medicine (far upper right of chart) to consumers in the Periphery of the H+W world, however, targeting those same consumers with sensible, easy-to-shop arrangements of common vitamins (top, toward the left of the chart) makes perfect sense based on the Product Adoption Path. food/beverage vitamins Figure 25 – Product Adoption Pathway health + wellness books, magazines, + education natural home cleaners specialty supplements natural lawn/ garden natural pet care herbal supplements + remedies PERIPHERY MID-LEVEL CORE OTC sporting equipment home lighting natural children‘s hygiene/toiletries natural skincare alternative toys and games natural make-up natural natural eye care hair care natural fem hygiene We can see this pattern to some extent in the self-reported category frequency of use data from our quantitative survey. For instance, the figure below shows the purchasing behavior of functional beverages such as fruit juices with added vitamins and dietary supplements. This pattern repeats itself showing higher usage at the Core of each of the gateway product categories on it. In all cases, it‘s the Core consumer that is purchasing these wellness products on a more frequent basis. 50
Figure 26 – Purchasing of H+W food and supplement products across the H+W continuum Purchasers * Functional or enhanced beverages 44% 63% 67% 77% 79% Vitamins or minerals 81% 93% 65% Total Herbal supplements 46% 62% 63% 85% Core Mid-level Specialty supplements (e.g., glucosamine, SAM-e) 47% 48% 40% 59% Periphery * I often purchase items in this category. | Q28: “How often do you purchase NATURAL OR ORGANIC VERSIONS of the following products?” | Base: Primary household shoppers (n=2176; 166 Core, 1408 Mid-level, 602 Periphery). | Source: GMDC 2009 Survey, Mar. 2009. 51
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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 and 50: Table 2 - Changes Made in Purchasin
Page 51 and 52: Q31: “How has your approach to sh
Page 53: CHAPTER 3 | Product Categories Intr
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
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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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