Consumer Shopping Habits for Wellness and Environmentally ...

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H+W Relevance While foods and beverages are the most important H+W gateway categories, they were not a focus of this study in a general sense, with the single entry here being Functional Beverages (represented as ―Food/Beverages‖ on Product Pathway Chart, above). As part of food and beverage, Functional Beverages are of course a highly relevant H+W category, acting as a gateway into further levels of H+W interest. Brand and Product Offerings There is no shortage of functional beverage products across a H+W continuum, with a clear product path to accommodate consumers. For instance, many consumers will begin with more common functional beverages such as fruit smoothies, commonly enhanced with proteins, vitamins, et cetera, and later move on to more involved beverages such as probiotic yogurt drinks and Kombucha, a fermented tea beverage believed to have many different health benefits. In fact, if there is any issue at all with category offerings, it is that there may seem to be too many choices for Periphery and Midlevel consumers. Figure 38 - Functional Beverage Brands/Products GATORADE SPECIAL K PROTEIN WATER TROPICANA FORTIFIED ORANGE JUICE DANACTIVE ODWALLA/NAKED KOMBUCHA KEFIR PERIPHERY MID-LEVEL CORE Purchase Criteria Qualitatively, purchase criteria vary notably from Periphery to Core, particularly in the nature of the function of the beverage. On one side (Periphery) the concern is one of immediate function, such as a fueling function (e.g. through carbs and/or protein) or alleviating a near-term issue (feeling run down, so additional vitamins may seem to help, desire for extra vitamin C during a cold, et cetera). For more evolved H+W consumers, desired functions are generally less immediate and more drawnout and holistic e.g. supporting immune function through digestive heath using such products as kefir and Kombucha. A lack of ingredients viewed as negative (added sugar, especially HFCS, for instance) forms a key consideration for Mid-level (and beyond) consumers. Many of those same consumers will also select a functional beverage on the basis of particular (―key‖) natural ingredients such as a certain bacteria strain in a probiotic drink or a certain type of herb or berry (e.g. Goji). 66
Figure 39 - Functional Beverage Decision Criteria TASTE PRICE IMMEDIATE FUNCTION/NUTRITION LACK OF “BAD” INGREDIENTS HOLISTIC FUNCTION/NUTRITION KEY NATURAL INGREDIENTS PERIPHERY MID-LEVEL CORE Quantitatively, non-pricing factors that are most important for functional beverage consumers are shown in the following chart. We see that effectiveness (52%) and purity (51%) are the most important factors for all shoppers. The consumer wants to be sure the drink they are consuming will help their body and is free of any negative additives. Core consumers in particular consider these factors more important (59% and 61% respectively) than the Mid-level and Periphery consumers. Figure 40 – Most Important Purchase Factors Other Than Price Effectiveness (works well, etc.) 52% Purity or healthiness of something that goes in or on the body 51% Availability (I can find it easily where I shop) 39% Ease of use 14% Supporting companies/brands that have good practices (such as doing business fairly and treating workers well) 7% Environmental impact of the product 4% Q32: “When you buy Functional or enhanced beverages (e.g. probiotic yogurt drinks, fruit juices with added vitamins, etc.), what are the most important factors OTHER than price/value? Please check your top TWO choices” | Base: Functional beverage shoppers (n=357).| Source: GMDC 2009 Survey, Mar. 2009. Shopping Barriers for Functional Beverages In addition, many consumers find confusion when shopping for functional beverages. As shown in the following chart, consumers find there are too many choices in this product category (40%, confirming a common sentiment unearthed in qualitative research) or they would like to know more about these types of products (33%). Or alternatively, in the stores they currently shop, they find there is a lack of selection (33%) within them, but, this, of course is highly retail context-dependent. 67
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Consumer Shopping Habits for Wellne
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Preface The Global Market Developme
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Introduction It is an exciting time
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Executive Summary Study Dimensions
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u Some categories show serious cons
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CHAPTER 1 | Project Overview and Me
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What important similarities and dif
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1/3 of participants with children u
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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 and 66: Figure 34 - Most Important Sustaina
Page 67 and 68: this. Additionally, some consumers
Page 69: H+W Relevance describes if and how
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
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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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