Consumer Shopping Habits for Wellness and Environmentally ...

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Figure 46 – Shopping Barriers for Dietary Supplements There are too many choices 37% 40% 44% Hard to locate preferred products within stores 27% 26% 32% Lack of selection in convenient stores 25% 24% 24% I don't know much about these types of products 24% 25% 31% It's hard to find help inside the store Getting in and out of the store is a hassle 18% 16% 13% 14% 10% 13% Vitamins or minerals Herbal supplements Specialty supplements Q33: “Other than price, what is the worst aspect of shopping for Dietary supplements? 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. Relationship of Supplements to Homeopathic/Herbal Remedies One might expect that an evolving H+W consumer would seek out more natural alternatives to OTC (discussed below) and discover homeopathic and herbal remedies in doing so. However, we find many consumers that simply avoid OTC as much as possible rather than seek natural alternatives; typically, in the moment they decide that they ―want to take less drugs,‖ they are not far enough along in their H+W orientation to understand what other options they may have. It is not until later in their H+W journey that they typically become aware of homeopathic and herbal remedies, and largely this happens by exposure to specialty supplements that often leverage similar ingredients as those more natural remedies. So, in short, there is generally not a direct path from OTC to natural alternatives, though a manufacturer or retailer certainly could make bridging that gap a worthwhile focus. 72
Figure 47 - Herbal/Homeopathic Remedy Brands SOURCE NATURALS HERB PHARM SEVEN FORESTS GAIA HERBS PERIPHERY MID-LEVEL CORE For the most part, the decision criteria for herbal/homeopathic remedies are quite similar to those for supplements, with an emphasis on authenticity and ingredient quality. There is some mild emphasis on perception of effectiveness, but, at the same time, for the typically Core consumers that buy these products, there is not a sharp focus on the immediate, palliative type of relief one might expect from something like Advil or Sudafed. Children’s Hygiene & Toiletries H+W Relevance This category is directly related to H+W, as having a child often serves as a strong trigger and motivator toward one‘s H+W evolution. There are, most certainly, deep moral undertones in this category of goods, as parents seek to provide the best for their children. In many cases, we see purchasing in this category as disproportionately skewed toward the Core of the H+W world, as parents seek to provide goods for their children that are healthier than the goods they themselves use, e.g. ―well I‘m older and I‘ve used chemicals on my skin forever, but for my kids, well, I‘d like them to never be exposed to that stuff.‖ However, in other cases, consumers rationalize their choices through temporariness, in that ―they‘ll only use [the relevant product] for so long, and then they‘ll use something else.‖ In other words, the lack of more permanent use may excuse purchases driven by other reasons e.g. a lower price in the Periphery. Brand and Product Offerings From purely a product standpoint, there is fairly good coverage across the H+W spectrum with respect to children‘s personal care items. However this spectrum is often not mirrored very well in retail spaces (see the next chapter) and many of the more H+W-oriented products are somewhat difficult to locate. The notable gap in product offerings in this category is at the Mid-level, for diapers specifically. There are few in-between options, and this may present an opportunity for more traditional brands to develop products that would be more H+W-oriented than products such as Huggies and Pampers, but perhaps not as Core-oriented as some of the newer, alternative brands. 73
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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
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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 and 74: Figure 42 - Dietary Supplement Usag
Page 75: immune response. Bioavailability al
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
Page 125 and 126: 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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