Consumer Shopping Habits for Wellness and Environmentally ...

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sustainability through a general consumer lens.) What we do see consistently is sustainability concerns playing out within product decision criteria in each category. For instance, in cleaning products there are several different layers of sustainability-related concerns, beginning with basic concerns about ―non-irritating‖ and ending (with more advanced consumers) in more direct concerns about ―environmental impact‖ of whatever ultimately ends up going to the drain and out into the greater world. Interest in Natural/Organic, Sustainability and Toxicity Avoidance Varies Across Categories We examine how often consumers seek out natural or organic versions of H+W products. Overall, nearly one in five (19%) consumers usually or always seek out natural or organic versions of the health and wellness products they are shopping for. We see that the Periphery consumer less frequently seeks out natural or organic versions (10% usually or always). Mid-level consumers are increasingly likely to usually or always seek out natural or organic versions (18%), whereas more than a third of Core consumers (37%) usually or always seek out natural or organic versions. Figure 30 – Frequency of seeking out Natural or Organic versions of H+W products Usually/Always Sometimes Never/Rarely 10% 19% 18% 21% 37% 43% 42% 46% 38% 38% 36% 52% Total Core Mid-level Periphery Q25: “When shopping for health and wellness products for your household, how often do you seek out NATURAL or ORGANIC products?” | Base: Primary household shoppers (n=2176; 166 Core, 1408 Mid-level, 602 Periphery). | Source: GMDC 2009 Survey, Mar. 2009. Product categories also vary in terms of their importance of being natural or organic. When looking at consumers that seek out natural or organic versions of H+W product in the previous chart, we see that the product categories where the item is eaten or consumed are the most important being natural or organic. These items include fresh fruits/vegetables (70%) or other food/beverages (54%), and dietary supplements (57%). These are all the established H+W gateways within a wellness lifestyle. 56
Figure 31 – Importance of Being Natural or Organic Fresh fruits/vegetables 8% 21% 70% Dietary supplements 12% 31% 57% Other food/beverages 10% 35% 54% Cleaning supplies 13% 34% 53% Body care 14% 39% 47% General merchandise 17% 51% 31% Unimportant Neither important nor unimportant Important Q26: “Please indicate how important being NATURAL OR ORGANIC is when purchasing each of the following kinds of products.” Base: Primary household shoppers that at least RARELY seek out NATURAL or ORGANIC products (n=1845). Source: GMDC 2009 Survey, Mar. 2009. We get consumers to compare six attributes of using natural/organic personal care products compared to mainstream versions. Consumers find that natural or organic versions are better by being more healthy (58%) and safe for me and my family to use (55%). Mainstream products are generally better by being good value for the money (46%) and being easy to find in stores (46%). It is interesting to see that about half of all consumers believe there is no difference in being pleasant to use (55%) or working well (49%). Manufacturers providing natural personal care products can possibly reach out to more consumers, particularly those less intensely involved in H+W lifestyles, by being more price comparable and available in more stores. 57
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 and 50: Table 2 - Changes Made in Purchasin
Page 51 and 52: Q31: “How has your approach to sh
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: Consumers may become ―stuck‖ (s
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
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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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