Consumer Shopping Habits for Wellness and Environmentally ...

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Figure 32 – Comparing Natural or Organic to Mainstream Personal Care Products Are healthy for me and my family to use 8% 34% 58% Are safe for me and my family to use 9% 36% 55% Are pleasant to use 10% 55% 34% Work well 23% 49% 28% Provide good value for the money 46% 34% 20% Are easy to find in the stores I currently shop 46% 40% 15% Mainstream products are better There's no difference Natural or Organic products are better Q40: “In general, based on what you know, how do you think NATURAL OR ORGANIC personal care products compare to mainstream traditional brands?” | Base: Primary household shoppers (n=2176; 166 Core, 1408 Mid-level, 602 Periphery). | Source: GMDC 2009 Survey, Mar. 2009. We also look at the H+W products where there is potential demand for products with more natural or organic ingredients. The top three product categories where consumers would like to see more choices using natural or organic ingredients are all household cleaners: laundry detergents (48%), kitchen cleaners (45%) and bathroom cleaners (44%). These are products that either currently contain synthetic chemicals such as phosphates that impact the environment, or contain harsh cleansers that release fumes or are perceived as harmful to skin. 58
Figure 33 – H+W Products Where There is Demand for More Natural or Organic Ingredients Laundry detergents Kitchen cleaners Bathroom cleaners Deodorant or antiperspirant Vitamins or minerals Body wash or bath gel Moisturizers Window or general purpose cleaners Hair care Oral care Bar soap Face care Home fragrance Over the counter medications Cosmetics Herbal supplements Pet supplies Plants and garden care Shaving lotions/gels/foam Children's personal care products Lip balm/gloss Baby personal care products Functional or enhanced beverages Specialty supplements Feminine hygiene/contraceptives Energy drinks 48% 45% 44% 41% 37% 37% 36% 35% 35% 35% 34% 34% 32% 32% 30% 29% 29% 28% 26% 26% 23% 20% 20% 20% 19% 18% Q41: “For which of the following product categories would you like to see more choices using natural or organic ingredients or materials?” | Base: Primary household shoppers (n=2176; 166 Core, 1408 Mid-level, 602 Periphery). | Source: GMDC 2009 Survey, Mar. 2009. In contrast, the products that are at the bottom of the list are products that are either ingested (food like functional beverages and energy drinks or specialty supplements) where there are already many more natural/organic options, or non-gateway categories (e.g. feminine hygiene) where the idea of natural/organic is itself unknown to most consumers. The low ranking of baby products here is somewhat deceptive, however. Baby care is an important H+W category and moms are often acutely concerned about naturalness in products. This item likely scored low due to the simple fact that 59
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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
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Executive Summary Study Dimensions
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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 and 60: Consumers may become ―stuck‖ (s
Page 61: Figure 31 - Importance of Being Nat
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
Page 111 and 112: 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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