Consumer Shopping Habits for Wellness and Environmentally ...

More documents

Recommendations

Info

We also examine toxicity concerns among six different product categories, to better understand consumer concerns about hazardous ingredients or materials. The toxicity of cleaning products is of most concern with about half of all consumers (49%). This is not surprising given our qualitative findings, which showed a notable interest in ―less chemical‖ cleaners extending across a very large swath of consumers and natural home cleaning as a strong (and early) H+W gateway. Figure 35 – Concerns about Hazardous Ingredients or Materials used in Product Cleaning products 49% Toys 15% Body care products 13% Pet goods 9% Sporting goods 1% None of these 13% Q23: “Which one of the following product categories are you MOST CONCERNED about the amount of hazardous ingredients or materials used?” | Base: Primary household shoppers (n=2176). Hobbies and crafts have less than 1% concerned level. | Source: GMDC 2009 Survey, Mar. 2009. Purchase Decision Criteria Evolve Away from Traditional Considerations of Price/Value and Convenience As consumers evolve away from the Periphery of the H+W World, purchase decision criteria increasingly move away from the traditional hallmarks of American consumerism, namely value (or price) and convenience, though, importantly those dimensions do maintain some salience at the Mid-level. As consumers move into and through the Mid-level, they become more concerned with quality distinctions (e.g. ―organic‖) in products, as informed by increasing levels of knowledge and a thirst for new and interesting H+W-related experiences. At the Core, consumers structure purchases in H+W product categories in often absolute and even ideological terms, desiring a high level of product (and retailer) authenticity. In addition, in more developed areas of the Mid-level and in the Core, ideas of sustainability strongly inform some purchases. These patterns essentially line up with the ―Dimensions of Consumption‖ outlined in Chapter 2. Price Sensitivity Varies by Category Pricing concerns typically vary among different product categories. Consumers were asked to rank the top five product categories where pricing is of most concern. On the following chart, we note that laundry detergent is chosen by nearly half (46%) of all consumers. Among the 28 different product categories analyzed, laundry detergent is one of the more "big ticket" items among general household goods with some costing over $10, so consumers have more pricing concerns because of 62
this. Additionally, some consumers are unclear and uneasy about recent innovations in concentrated and high efficiency detergent as the smaller size of the package is making them somewhat skeptical of the value equation. Figure 36 – Products With The Most Concern About Price Laundry detergents 46% Vitamins or minerals Over the counter medications Organic food/beverages Food labeled "all natural" 39% 37% 35% 33% Pet supplies Herbal supplements Hair care Face care Deodorant or antiperspirant Cosmetics Kitchen cleaners Specialty supplements Bathroom cleaners Body wash or bath gel Oral care Moisturizers Functional or enhanced beverages Bar soap Window or general purpose cleaners Plants and garden care Children's personal care products Feminine hygiene/contraceptives Baby diapers, wipes, or personal care products Shaving lotions/gels/foam Energy drinks (e.g. Red Bull) Home fragrance Lip balm/gloss 23% 20% 19% 17% 17% 17% 17% 16% 16% 15% 13% 13% 11% 10% 9% 9% 9% 8% 8% 7% 7% 7% 2% Q29: “Price can be more important when buying some things than when buying others. Which FIVE of the following kinds of products make you the most concerned about price?” | Base: Primary household shoppers (n=2176). | Source: GMDC 2009 Survey, Mar. 2009. 63
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 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: Figure 34 - Most Important Sustaina
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
Page 113 and 114: Brand and Product Offerings While t
Page 115 and 116: Healthier for families Better for t
Page 117 and 118:
Retains essential vitamins Made in
Page 119 and 120:
Key Packaging Considerations Immedi
Page 121 and 122:
Biokleen Automatic Dish Powder On t
Page 123 and 124:
Critical Issues in H+W Retail Below
Page 125 and 126:
when a consumer does become more in
Page 127 and 128:
having consistently low prices in t
Page 129 and 130:
Drug Mainstream drug stores have mo
Page 131 and 132:
Figure 99 -Top Products Purchased a
Page 133 and 134:
importantly as fresh food stores fo
Page 135 and 136:
Target) as well, trusting that pric
Page 137 and 138:
Core Consumer Example 1 Suzie lives
Page 139 and 140:
Please note that below we detail si
Page 141 and 142:
Figure 101 - Example Channel-Catego
Page 143 and 144:
PRIORITY CATEGORIES Home lighting o
Page 145 and 146:
o Like mass channel stores, club st
Page 147 and 148:
consumers often transition from pri
Page 149 and 150:
Moderate to high level of selection
Page 151 and 152:
o H+W-oriented products should free
Page 153 and 154:
priority‖ in the specialty drug c
Page 155 and 156:
Figure 108 - Desirability of In-Sto
Page 157 and 158:
In-Store Health Services Consumer A
Page 159 and 160:
Services Should be Physically Separ
Page 161 and 162:
Other categories in order of prefer
Page 163 and 164:
At the exit, relevant actions inclu
Page 165 and 166:
SEGREGATED H+W PRODUCTS ARE HARD TO
Page 167 and 168:
Figure 118 -Product Categories with
Page 169 and 170:
Building Positive H+W Impressions t
Page 171 and 172:
CONCLUSION The burgeoning Health an
Page 173 and 174:
Figure 7 - Meaning of H+W across th
Page 175 and 176:
Figure 57 - Hair Care Brands ......
Page 177 and 178:
Figure 107 - Specialty Drug Channel
Page 179 and 180:
Research Study Sponsors GMDC thanks
show all

Consumer Shopping Habits for Wellness and Environmentally ...

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?