Consumer Shopping Habits for Wellness and Environmentally ...

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Figure 41 – Shopping Barriers for Functional Beverages There are too many choices 40% I don't know much about these types of products Lack of selection in convenient stores 33% 33% Hard to locate preferred products within stores 26% Getting in and out of the store is a hassle 16% It's hard to find help inside the store 10% Q33: “Other than price, what is the worst aspect of shopping for Functional or enhanced beverages (e.g. probiotic yogurt drinks, fruit juices with added vitamins, etc.)? Please check your top TWO choices” | Base: Functional beverage shoppers (n=357). | Source: GMDC 2009 Survey, Mar. 2009. Energy Drinks as Functional Beverages Over the course of this project, we found that most consumers, regardless of H+W orientation, had a negative view of energy drinks. For the most part, such products are associated with less-healthy lifestyles and stereotyped as being for ―club kids‖ and ―truck drivers on long hauls.‖ While energy drinks are in a very direct sense ―functional beverages‖ they clearly stand apart from other subcategories of functional beverages. We would not recommend including a strong presence of energy drinks in any product portfolio or retail strategy that has H+W as a focus. Supplements H+W Relevance Consumers often adopt supplements fairly early in their evolutionary H+W path. Thus, this category is a highly relevant H+W gateway product category. Multivitamins are the leading supplement category with over 50% of all consumer segments consuming this on a daily basis. Core consumers are more likely to be consuming multivitamins on a daily basis (63%) than the other two segments. Vitamins or minerals like vitamin C or calcium are the next popular dietary supplement with about 50% of all consumers taking them on a daily basis. Specialty supplements such as glucosamine or fish oil have a daily usage rate of about 40% of all consumers. Herbal supplements such as acai or ginkgo are used daily by the least amount of consumers (21%). In all supplement categories, it is the Core consumer that has the highest usage rates at the weekly level or more often. 68
Figure 42 – Dietary Supplement Usage Frequency Multivitamins Core 8% 19% 10% 63% Mid-level 11% 19% 14% 56% Periphery 18% 18% 12% 52% Vitamins/Minerals Core 3% 29% 10% 58% Mid-level 13% 24% 14% 49% Periphery 16% 27% 13% 45% Specialty supplements Core 13% 20% 24% 43% Mid-level 20% 28% 14% 39% Periphery 18% 29% 10% 42% Herbal supplements Core 27% 27% 27% 19% Mid-level 31% 37% 12% 19% Periphery 31% 34% 6% 29% Never Occasionally Weekly Daily Q39: “How often do you use each of the following kinds of dietary supplements?” | Base: Dietary supplement purchasers n = 1717 Vitamins or mineral shoppers (n = 154 Core, 1142 Mid-level, 421 Periphery), 1310 Herbal supplements (n = 135 Core, 887 Mid-level, 288 Periphery), 1042 Specialty supplements (n = 105 Core, 698 Mid-level, 239 Periphery).| Source: GMDC 2009 Survey, Mar. 2009. Brand and Product Offerings There is no shortage of supplements across the H+W continuum, but navigating the more than ample supply of them is daunting for many. Supplements are often a confusing category to negotiate for entry-level H+W consumers. In many cases a basic understanding of what certain types of supplements are used for is not present. Furthermore, there is often little on which to base quality distinctions, as consumers tend to have a hard time discerning between the multitude of brands and product levels at shelf. Another inhibitor is the somewhat counter-intuitive brand-blocked shelf arrangements that one finds in most stores, which consumers find hard to navigate (―Why aren‘t all the vitamin Cs together?‖). That all being said, there are big opportunities at retail in helping the evolving H+W consumer navigate the maze of supplements. 69
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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
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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 and 70: H+W Relevance describes if and how
Page 71: Figure 39 - Functional Beverage Dec
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
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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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