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 47 - Herbal/Homeopathic Remedy Br<strong>and</strong>s<br />
SOURCE NATURALS<br />
HERB PHARM<br />
SEVEN FORESTS<br />
GAIA HERBS<br />
PERIPHERY MID-LEVEL CORE<br />
For the most part, the decision criteria <strong>for</strong> herbal/homeopathic remedies are quite similar to those <strong>for</strong><br />
supplements, with an emphasis on authenticity <strong>and</strong> ingredient quality. There is some mild emphasis<br />
on perception of effectiveness, but, at the same time, <strong>for</strong> the typically Core consumers that buy these<br />
products, there is not a sharp focus on the immediate, palliative type of relief one might expect from<br />
something like Advil or Sudafed.<br />
Children’s Hygiene & Toiletries<br />
H+W Relevance<br />
This category is directly related to H+W, as having a child often serves as a strong trigger <strong>and</strong><br />
motivator toward one‘s H+W evolution. There are, most certainly, deep moral undertones in this<br />
category of goods, as parents seek to provide the best <strong>for</strong> their children. In many cases, we see<br />
purchasing in this category as disproportionately skewed toward the Core of the H+W world, as<br />
parents seek to provide goods <strong>for</strong> their children that are healthier than the goods they themselves<br />
use, e.g. ―well I‘m older <strong>and</strong> I‘ve used chemicals on my skin <strong>for</strong>ever, but <strong>for</strong> my kids, well, I‘d like<br />
them to never be exposed to that stuff.‖<br />
However, in other cases, consumers rationalize their choices through temporariness, in that ―they‘ll<br />
only use [the relevant product] <strong>for</strong> so long, <strong>and</strong> then they‘ll use something else.‖ In other words, the<br />
lack of more permanent use may excuse purchases driven by other reasons e.g. a lower price in the<br />
Periphery.<br />
Br<strong>and</strong> <strong>and</strong> Product Offerings<br />
From purely a product st<strong>and</strong>point, there is fairly good coverage across the H+W spectrum with<br />
respect to children‘s personal care items. However this spectrum is often not mirrored very well in<br />
retail spaces (see the next chapter) <strong>and</strong> many of the more H+W-oriented products are somewhat<br />
difficult to locate.<br />
The notable gap in product offerings in this category is at the Mid-level, <strong>for</strong> diapers specifically. There<br />
are few in-between options, <strong>and</strong> this may present an opportunity <strong>for</strong> more traditional br<strong>and</strong>s to<br />
develop products that would be more H+W-oriented than products such as Huggies <strong>and</strong> Pampers,<br />
but perhaps not as Core-oriented as some of the newer, alternative br<strong>and</strong>s.<br />
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