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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Figure 31 – Importance of Being Natural or Organic<br />
Fresh fruits/vegetables<br />
8%<br />
21%<br />
70%<br />
Dietary supplements<br />
12%<br />
31%<br />
57%<br />
Other food/beverages<br />
10%<br />
35%<br />
54%<br />
Cleaning supplies<br />
13%<br />
34%<br />
53%<br />
Body care<br />
14%<br />
39%<br />
47%<br />
General merch<strong>and</strong>ise<br />
17%<br />
51%<br />
31%<br />
Unimportant Neither important nor unimportant Important<br />
Q26: “Please indicate how important being NATURAL OR ORGANIC is when purchasing each of the following kinds of products.”<br />
Base: Primary household shoppers that at least RARELY seek out NATURAL or ORGANIC products (n=1845).<br />
Source: GMDC 2009 Survey, Mar. 2009.<br />
We get consumers to compare six attributes of using natural/organic personal care products<br />
compared to mainstream versions. <strong>Consumer</strong>s find that natural or organic versions are better by<br />
being more healthy (58%) <strong>and</strong> safe <strong>for</strong> me <strong>and</strong> my family to use (55%). Mainstream products are<br />
generally better by being good value <strong>for</strong> the money (46%) <strong>and</strong> being easy to find in stores (46%). It<br />
is interesting to see that about half of all consumers believe there is no difference in being pleasant<br />
to use (55%) or working well (49%). Manufacturers providing natural personal care products can<br />
possibly reach out to more consumers, particularly those less intensely involved in H+W lifestyles, by<br />
being more price comparable <strong>and</strong> available in more stores.<br />
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