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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Categories Vary in Their H+W Resonance<br />
Categories vary in their relevance to H+W. Gateway categories are the most immediately relevant<br />
to H+W. These categories, as ―gateway‖ suggests, are extremely important in opening further doors<br />
to more advanced levels of H+W, <strong>for</strong>ming both an ―entryway‖ <strong>and</strong> ―critical path‖ <strong>for</strong> the evolving<br />
consumer. For example:<br />
Supplements, as a broad category, often function as a gateway, as consumers move<br />
from using more common vitamins, to specialty supplements, to, <strong>for</strong> some, herbal <strong>and</strong><br />
other more exotic specialty supplements<br />
Use of incrementally natural (as compared to traditional or ―chemical‖) home cleaning<br />
products often leads to use of more natural <strong>and</strong> natural/organic specialty cleaning, <strong>and</strong><br />
at some point may help spark interest in other, ―less chemical‖ H+W products such as<br />
lotions <strong>and</strong> shampoos<br />
Certain categories have direct H+W relevance, but do not often serve as gateways. For instance,<br />
Oral Care products don‘t typically serve as gateways (in fact, we‘ve never heard of a consumer who<br />
began a H+W journey with an emphasis on ―a more naturally healthy mouth‖). However, they do<br />
serve as complements, in the sense that consumers that have been otherwise inspired toward H+W<br />
will adopt, say, natural toothpaste as part of a holistic emphasis on natural personal care.<br />
Finally, there are some categories that are neither gateways nor do they have clear ties to Health<br />
<strong>and</strong> <strong>Wellness</strong>. These categories will be more difficult (but not impossible) to cultivate in terms of<br />
H+W resonance, but are important <strong>for</strong> ―halo‖ purposes.<br />
Gateway Categories<br />
Figure 28 – Gateway <strong>and</strong> Non-Gateway Categories<br />
Non-Gateway Categories Non-Gateway Categories<br />
with Clear Ties to Health <strong>and</strong> Lacking Clear Ties to Health<br />
<strong>Wellness</strong><br />
<strong>and</strong> <strong>Wellness</strong><br />
Home Cleaning<br />
Books, Magazines, <strong>and</strong><br />
Education<br />
Functional Beverages<br />
Supplements<br />
Children‘s Hygiene & Toiletries<br />
Hair <strong>and</strong> Skin Care<br />
Plant <strong>and</strong> Garden Care<br />
OTC<br />
Oral Care<br />
Eye Care<br />
Feminine Hygiene<br />
Makeup & Cosmetics<br />
Pet Supplies<br />
Home Lighting<br />
Office Supplies<br />
Sporting Equipment<br />
Toys <strong>and</strong> Games<br />
It is also worthy to note that several categories residing in the Periphery of the H+W world, including<br />
OTC, sporting equipment, <strong>and</strong> even some home goods categories such as lighting, are more<br />
‗residual‘ than actually part of a dynamic product pathway. For the most part, they are ―always there‖<br />
<strong>for</strong> every consumer <strong>and</strong>/or exist in the Periphery outside of any meaningful commitment to a H+W<br />
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