Consumer Shopping Habits for Wellness and Environmentally ...

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Figure 43 – Supplement Brands FLINTSTONES CHEWABLES CENTRUM PRIVATE LABELS SOURCE NATURALS NATURE MADE THORNE SWANSON SOLARAY PERIPHERY MID-LEVEL CORE Purchase Criteria Periphery and many Mid-level consumers relate to vitamins and minerals as commodities. It is not until consumers reach a Core awareness level that they begin to use specialty types of supplements and think about quality differences between brands and products. Periphery and most Mid-level consumers buy by basic product type (e.g. vitamin C) and price, often opting for the least expensive option regardless of brand. More advanced Mid-level and Core consumers look for ―authentic‖ wellness brands; brands that give off perceptions of being minimally processed and bio-available (meaning that they are readily absorbed by the body, whereas many supplements are not viewed as having very good bioavailability by more involved H+W consumers). In many ways bioavailability represents ingredient quality by proxy – if the manufacturer is known to focus on bioavailability, they are trusted to use better ingredients. Authenticity also functions as a key indication of quality i.e. authentic brands are high quality brands to highly involved Mid-level and Core consumers. Figure 44 – Supplement Decision Criteria PRICE TYPE LACK OF “BAD” INGREDIENTS/FILLERS AUTHENTICITY BIOAVAILABILITY PERIPHERY MID-LEVEL CORE Quantitatively, we examine the non-pricing factors that are most important for dietary supplement consumers in the following chart. We see that effectiveness (59% - 77%) is the most important factor for all supplement types. The consumer wants to ensure the supplements they are consuming are going to maintain their health and prevent disease. Qualitatively we find, however, that most consumers are unable to articulate any actual, experienced specific benefits for most supplements, so ―effectiveness‖ here is more ―effectiveness perception‖ based on what supplement are supposed to do, making ―effectiveness‖ fairly equivalent to ―type‖ e.g. vitamin C is supposed to help with 70
immune response. Bioavailability also correlates with ―effectiveness‖ for highly involved H+W consumers. Product purity is also important to about half of all supplement consumers. Convenience factors as well as social or environmental practices do not rate as high for supplement purchasers. Figure 45 – Most Important Purchase Factors Other Than Price 77% Effectiveness (works well, etc.) 59% 73% Purity or healthiness of something that goes in or on the body 52% 49% 55% 27% Availability (I can find it easily where I shop) 24% 28% 12% Ease of use 12% 17% Environmental impact of the product Supporting companies/brands that have good practices (such as doing business fairly and treating workers well) 4% 8% 3% 6% 3% 5% Vitamins or minerals Herbal supplements Specialty supplements Q32: “When you buy Dietary supplements, what are the most important factors OTHER than price/value? Please check your top TWO choices” | Base: n = 479 Vitamins or mineral shoppers, 323 Herbal supplements, 276 Specialty supplements. | Source: GMDC 2009 Survey, Mar. 2009. Shopping Barriers for Dietary Supplements As mentioned earlier, many consumers find confusion when shopping for dietary supplements. Consumers find there are too many choices in this product category. This is more of a factor for vitamin or mineral shoppers (44%) as opposed to herbal (40%) and specialty supplement shoppers (37%) who are typically more H+W-involved and simply know more about supplements. Herbal supplement shoppers also find it difficult to locate their preferred products within their stores (32%), or to not know much about the products (31%). Again, there are probably some fairly significant opportunities here for retailers to make this supplement shopping less daunting. 71
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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
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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 and 72: Figure 39 - Functional Beverage Dec
Page 73: Figure 42 - Dietary Supplement Usag
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
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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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