Consumer Shopping Habits for Wellness and Environmentally ...

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u Top health conditions reported, in order, include overweight, stress, arthritis, depression, diagnosed digestive disorders, and anxiety. It is interesting to note that several of these are not acute medical conditions, but more lifestyle-related. u There are few H+W “negatives” of much substance, though Periphery consumers‘ worries about price and frustration with H+W shopping due to lack of H+W knowledge could readily be interpreted as negatives. Mid-level and Core consumers tend to have very positive orientations to H+W in general. u With respect to H+W information sources, the internet has emerged as the top source. Other important sources include doctors, books and magazines, and social networks (e.g., friends and family). u Sustainability is a somewhat challenging topic, but does hold some promise for marketing. • The vast majority of consumers lack a full understanding of sustainability, and, most of the time, ideas relating to sustainability directly often do not impact their product choices. • However, there are other ideas relating to responsibility that do resonate with a good number of consumers, and there are some clear steps that manufacturers and retailers can take to make themselves appear more sustainable in the eyes of knowledgeable consumers (e.g., such as quality and purity cues in products). u The recession has had some visible effects on consumers. • Products and categories that are viewed as optional or discretionary (e.g. cosmetics) seem to have been impacted the most, with some consumers putting off or simply not purchasing those items. Everyday necessities have been impacted least; however, many consumers are shopping harder for bargains in those categories (e.g., making more use of coupons and circulars). • In many ways, however, the recession has not profoundly impacted key H+W categories, particularly for lifestylecommitted Mid-level and Core consumers. u The Future of H+W will likely show a continuation of the patterns we see today, meaning increasing consumer involvement in H+W overall, increasing scrutiny of product-level attributes such as natural ingredients, non-toxicity, and others, and the H+W-ization of additional categories. Product Category Findings u There is a Predictable Product Adoption Path, showing the order by which consumers typically introduce product categories into their wellness regimens as they evolve from Periphery toward the Core. • This Product Adoption Path can be quite helpful as a guide for targeting products and retail offerings that are most relevant to consumers. • The pathway begins with the categories of foods and beverages, and progresses through supplements (vitamins), cleaning products, personal care products, and other categories. u Categories vary in their H+W resonance. • Gateway categories are the most important and immediately relevant to consumer H+W, and include Functional Beverages, Supplements, Children‘s Hygiene & Toiletries, Hair and Skin Care, Home Cleaning, and Books, Magazines, and Education. • Certain other categories do have fairly direct H+W relevance to consumers, but they do not serve as gateway categories. This includes OTC, Oral Care, Eye Care, Feminine Hygiene, Makeup & Cosmetics, and Plant and Garden Care. • A third class of goods represents those that are not directly relevant to H+W in the mind of the consumer, including Pet Supplies, Home Lighting, Office Supplies, Sporting Equipment, and Toys and Games. It‘s worth noting that this class appears to be dominated by general merchandise categories. u There are significant gaps in some product categories. These “gaps” appear where there is a lack of Mid-level products to bridge the space between traditional, conventional branded (Periphery-oriented) products and Core-oriented products that may be “too much” for the key Mid-level segment. Without such bridging products, consumer evolution in a product category may be stunted, and potential sales are lost. Consumer Shopping Habits Study The Association for GM and HBW Connectivity, Education, and Research
u Some categories show serious consumer knowledge gaps. Less-experienced H+W consumers often have a hard time understanding what makes a more H+W-oriented version of a product different from a conventional product. There are strong opportunities for manufacturers and retailers to assist consumers here by making key attributes and differentiators clear. u Demand for natural and/or organic products varies by category. Foods are most sensitive to this, but approximately 50% of consumers say it is “important” in both cleaning and personal care products (foods range from 55-70%, general merchandise rates approximately 30%). • Cleaning products top the list when consumers were asked about desiring “more choices in natural and organic” product options, with several personal care categories also appearing toward the top of the list. Cleaning products also top the chart by a very wide margin when consumers are asked about toxicity concerns. u Purchase decision criteria vary by product category and by H+W orientation. There are far too many different criteria to explain in this summary in a general sense (please see Chapter 3). • For less lifestyle-involved consumers (Periphery, outer Mid-level), notions of effectiveness and price generally tend to be present in purchase decisions • Notions of purity, toxicity avoidance and environmental friendliness often serve as purchase criteria for more lifestyle-involved consumers (Core, inner Mid-level) u Price concerns are most acute in the categories of vitamins and minerals, OTC, and organic and natural foods. Price concerns for cleaning products are “all over the map,” with laundry detergent having the highest concern rating of all product types, but many other products not holding nearly the same level of concern. • Price declines as a concern as consumers evolve in their H+W. Many lifestyle-committed Mid-level and Core consumers tend to care more about specific product attributes (e.g., organic) than price. u Product packaging and labeling is highly relevant to H+W and sustainability impressions. • Basic packaging format provides important sustainability indicators (e.g., recyclable, made from recycled materials and biodegradable) to consumers. • Many H+W products in study categories are unattractive and/or unclear to consumers. Elegant, contemporary packaging and clear labeling (product purpose, and key attributes) are often critical for a product to enter into a shopper‘s consideration set at shelf, especially with new, “trying it for the first time” H+W SKUs. u Recyclability tops the list of sustainable product attributes for consumers, for all segments. Retail Findings u Channel use varies by H+W orientation. • Periphery consumers tend toward the use of mainstream (e.g., drug, mass, club and grocery) channels in most categories. • Mid-level consumers use mainstream channels for most of their shopping, but also make fairly frequent use of specialty (specialty, grocery, and where available, specialty drug) channels. • Core consumers do use mainstream channels in some categories, but tend to use specialty channels when they are available in their areas. u Consumers’ channel choices tend to change as they evolve as H+W consumers – retailers can retain those evolving consumers through developing specific H+W categories that vary to some degree by channel (see Chapter 4 for detailed strategies by channel). u Consumers tend to shop across many channels, having specific channel preferences for different categories. • Grocery is a preferred channel for functional beverages, as well as being a “solid option” across several home cleaning and personal care categories (of course, it is also strongly preferred for most food purchases, though that category was not tested in this research). The Association for GM and HBW Connectivity, Education, and Research Consumer Shopping Habits Study
Page 1 and 2: Consumer Shopping Habits for Wellne
Page 3 and 4: Preface The Global Market Developme
Page 5 and 6: Introduction It is an exciting time
Page 7: Executive Summary Study Dimensions
Page 11 and 12: CHAPTER 1 | Project Overview and Me
Page 13 and 14: What important similarities and dif
Page 15 and 16: 1/3 of participants with children u
Page 17 and 18: CHAPTER 2 | Consumers, Health and W
Page 19 and 20: 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
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Consumers may become ―stuck‖ (s
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Figure 31 - Importance of Being Nat
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Figure 33 - H+W Products Where Ther
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Figure 34 - Most Important Sustaina
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this. Additionally, some consumers
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H+W Relevance describes if and how
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Figure 39 - Functional Beverage Dec
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Figure 42 - Dietary Supplement Usag
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immune response. Bioavailability al
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Figure 47 - Herbal/Homeopathic Reme
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Diapers differ somewhat from other
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Figure 53 -Initial Usage of Natural
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Figure 55 - Hair and Skin Care Deci
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consumers often simply default to a
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Shopping Barriers for Hair and Skin
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Figure 64 -Reasons for Initially Pu
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Figure 66 - Concerns about Hazardou
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In addition, laundry detergents are
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likely to minimize the amount of OT
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Q32: “When you buy over the count
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offered in fluoride-free versions.
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Figure 79 - Shopping Barriers for O
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Figure 82 - Feminine Hygiene Purcha
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Product Example Organyc provides a
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Brand and Product Offerings For the
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Shopping Barriers for Plant and Gar
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Shopping Barriers for Pet Supplies
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Brand and Product Offerings While t
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Healthier for families Better for t
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Retains essential vitamins Made in
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Key Packaging Considerations Immedi
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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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