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 41 – <strong>Shopping</strong> Barriers <strong>for</strong> Functional Beverages<br />
There are too many<br />
choices<br />
40%<br />
I don't know much<br />
about these types of<br />
products<br />
Lack of selection in<br />
convenient stores<br />
33%<br />
33%<br />
Hard to locate<br />
preferred products<br />
within stores<br />
26%<br />
Getting in <strong>and</strong> out of<br />
the store is a hassle<br />
16%<br />
It's hard to find help<br />
inside the store<br />
10%<br />
Q33: “Other than price, what is the worst aspect of shopping <strong>for</strong> Functional or enhanced beverages (e.g. probiotic yogurt drinks, fruit<br />
juices with added vitamins, etc.)? Please check your top TWO choices” | Base: Functional beverage shoppers (n=357). | Source:<br />
GMDC 2009 Survey, Mar. 2009.<br />
Energy Drinks as Functional Beverages<br />
Over the course of this project, we found that most consumers, regardless of H+W orientation, had a<br />
negative view of energy drinks. For the most part, such products are associated with less-healthy<br />
lifestyles <strong>and</strong> stereotyped as being <strong>for</strong> ―club kids‖ <strong>and</strong> ―truck drivers on long hauls.‖ While energy<br />
drinks are in a very direct sense ―functional beverages‖ they clearly st<strong>and</strong> apart from other<br />
subcategories of functional beverages. We would not recommend including a strong presence of<br />
energy drinks in any product portfolio or retail strategy that has H+W as a focus.<br />
Supplements<br />
H+W Relevance<br />
<strong>Consumer</strong>s often adopt supplements fairly early in their evolutionary H+W path. Thus, this category<br />
is a highly relevant H+W gateway product category.<br />
Multivitamins are the leading supplement category with over 50% of all consumer segments<br />
consuming this on a daily basis. Core consumers are more likely to be consuming multivitamins on a<br />
daily basis (63%) than the other two segments. Vitamins or minerals like vitamin C or calcium are<br />
the next popular dietary supplement with about 50% of all consumers taking them on a daily basis.<br />
Specialty supplements such as glucosamine or fish oil have a daily usage rate of about 40% of all<br />
consumers. Herbal supplements such as acai or ginkgo are used daily by the least amount of<br />
consumers (21%). In all supplement categories, it is the Core consumer that has the highest usage<br />
rates at the weekly level or more often.<br />
68