Consumer Shopping Habits for Wellness and Environmentally ...

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Q32: “When you buy Home Cleaning, what are the most important factors OTHER than price/value? Please check your top TWO choices” | Base: Product shoppers (n varies from 528 for Laundry detergents to 544 for Kitchen cleaners). | Source: GMDC 2009 Survey, Mar. 2009. Brand and Product Offerings Much like hair and skin care, the home cleaning category suffers from a lack of wellness-oriented products in high-visibility areas in stores. While there is a more than adequate range of SKUs available across the H+W continuum in most home cleaning subcategories, the more wellnessoriented end of that spectrum is typically located in specialty or ―natural‖ (i.e. low visibility) areas within stores. In many instances, brand blocks also serve as impediment in preventing consumers from being able to readily compare similar products to one another. Figure 68 - Home Cleaning Brands CLOROX AJAX LYSOL METHOD CLOROX GREENWORKS SEVENTH GENERATION BIOKLEEN PERIPHERY MID-LEVEL CORE Home Fragrance as Home Cleaning Subcategory We found that home fragrance is a somewhat divisive subcategory. Many consumers, particularly Mid-Level and Core consumers, tend to avoid most types of conventional home fragrance products, though sometimes using candles, incense, or essential oils for manipulating the scent of an indoor space. Where consumers do use more conventional home fragrance products such as air fresheners, and do not have toxicity or environmental concerns, the purchase criteria are fairly simple – ―do I (or am I likely to) like the scent,‖ a general sense of effectiveness, and price. Most conventional fragrance products tend to violate the more general decision criteria for home cleaning products observed by Core and Mid-level consumers, hence the lack of notable participation in the subcategory. Retailers and manufacturers may consider some level of ―reinvention‖ of this entire subcategory, moving strongly toward formulations and SKU mixes featuring all-natural ingredients, in formats that do not resemble conventional air fresheners (aerosols, ―plug-ins,‖ et cetera) that may bring up ideas of ―chemicals‖ for more H+W-involved consumers. Shopping Barriers for Home Cleaning The worst aspect of shopping for home cleaning products in general is there are too many choices. This aspect applies more for kitchen cleaners (50%) than for window cleaners (36%). Consumers are also more likely to find a lack of selection in convenient stores when shopping for kitchen and bathroom cleaners. Laundry detergent shoppers find it is difficult to find their preferred products within stores, as well as finding it a hassle to get in and out of stores. Laundry detergents are one of the heavier and larger products you can purchase so bringing it out of the store is more of a hassle. 88
In addition, laundry detergents are commonly purchased at big box type stores such as Walmart and Costco so bringing these products out to their cars is less convenient for some. Figure 69 – Shopping Barriers for Home Cleaning 0% 10% 20% 30% 40% 50% 60% There are too many choices Lack of selection in convenient stores Hard to locate preferred products within stores Getting in and out of the store is a hassle I don't know much about these types of products Kitchen cleaners Bathroom cleaners Laundry detergents It's hard to find help inside the store Window or general purpose cleaners Q33: “Other than price, what is the worst aspect of shopping for Home Cleaning? Please check your top TWO choices” | Base: Product shoppers (n varies from 528 for Laundry detergents to 544 for Kitchen cleaners).| Source: GMDC 2009 Survey, Mar. 2009. Books, Magazines, and Education H+W Resonance In some ways, this category relates fairly directly to H+W when H+W is the key topic, and in such form relates strongly to the ―quest for knowledge‖ that many developing Mid-Level consumers carry out. 89
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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
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Figure 7 - Meaning of H+W across th
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decline, and body aches and pains e
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Top Conditions The table below summ
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Figure 14 - Separation to Holism H+
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Key Dimensions of Consumption in th
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Social Networks Consumers‘ friend
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Geographic Distribution of H+W Cons
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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 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: Figure 66 - Concerns about Hazardou
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
Page 127 and 128: having consistently low prices in t
Page 129 and 130: Drug Mainstream drug stores have mo
Page 131 and 132: Figure 99 -Top Products Purchased a
Page 133 and 134: importantly as fresh food stores fo
Page 135 and 136: Target) as well, trusting that pric
Page 137 and 138: Core Consumer Example 1 Suzie lives
Page 139 and 140: Please note that below we detail si
Page 141 and 142: 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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