Consumer Shopping Habits for Wellness and Environmentally ...

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Though this is an important category, caution should also be observed before investing too heavily in it. As we saw in Chapter 2, the Internet now serves as the key source of H+W information for consumers. We do not see this trend reversing itself, in fact, we anticipate the Internet becoming more important overall in consumer H+W over the next several years. Purchase Criteria Purchase criteria are rather difficult to discern in this category, as many consumers do not purchase within it regularly and/or purchase such items on whim or impulse. Price is often a leading criterion, but it tends to operate in retail channel selection rather than in an immediate store context. That is, many will simply go to a specialist channel (e.g. Borders) where they expect pricing will be competitive when they go out specifically to purchase publications. When publications are purchased impulsively, price often does not matter so much so long as it is not unreasonable. Probably the most significant other factor is simple and immediate relevance, which makes in-store placement of publications important e.g. having books on cooking with herbs near specialty herbs, or placing books on vitamins near vitamins. Brand and Product Offerings There is of course no lack of available printed materials on various aspects of H+W. Some selection of key works in H+W topic areas (e.g. books by Dr. Andrew Weil) would be desirable in most channels covered by this report. The specialty drug channel and specialty grocers should consider carrying more extensive variety of H+W related publications. In the latter case, publications relating to food (E.g. Saveur) should be prioritized given the H+W resonance of food in those stores. Non-Gateway Categories/Sub-Categories The following categories have some discernable relevance to H+W, and often appear alongside other categories of adoption. However, by themselves they currently lack the ability to facilitate a consumer‘s growth into other categories of H+W goods, thus they are ―non-gateway‖ categories. OTC H+W Relevance While this category has a very direct relationship to H+W, it is not the most positive association. OTC products are generally associated with conditions of illness and/or crisis (e.g. a bad headache) and lack the positive, proactive H+W associations that we find with certain other categories, e.g. taking the right supplements is often viewed as a positive, self-empowering move by Mid-level consumers. Many H+W consumers tend to use less in the way of OTC as they evolve and develop a general disinclination toward ―drugs‖ or other medications. The following figure shows consumer attitudes towards OTC use versus using natural versions. Overall, a majority of consumers (58%) use OTC medications, but try to limit the amount used. The Core is more Figure 70 – Consumer Collage Showing Concern Over Taking “Too Many Drugs” 90
likely to minimize the amount of OTC used by using natural versions that have worked well (51%). Many in the Periphery also try to minimize the amount of OTC used, but are not overly concerned about this, with 62% reporting they ―use (OTC) medications as needed, and don‘t worry too much about it.‖ Figure 71 –OTC vs. Natural Products Usage Preferences * Shoppers that agree I use OTC medications, but I try to minimize the amount I use 58% 63% 53% 68% I use OTC medications as needed, and don't worry too much about it 50% 47% 45% 62% 32% I have not tried natural versions, but would be interested in trying more natural alternatives 33% 32% 30% 29% I have tried natural versions and they have worked for me (or worked well enough for me) 19% 28% 51% I have not tried natural versions, and am not very interested in trying them I avoid OTC medications entirely (or almost entirely) I have tried to use natural versions but they have not worked for me 21% 9% 21% 25% 16% 16% 17% 14% 13% 12% 13% 14% Total Core Mid-level Periphery * Shoppers that agree. | Q38: “Regarding Over-The-Counter Medications, please indicate how strongly you agree or disagree with each statement.” | Base: Primary household shoppers (n=2176; 166 Core, 1408 Mid-level, 602 Periphery). | Source: GMDC 2009 Survey, Mar. 2009. Purchase Criteria Consumers generally choose products in this category based on effectiveness perception and price. Often private labels or generics are believed to be the same as name brands in effectiveness, ingredients, and quality, and may be preferred because of lower pricing. 91
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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
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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 and 92: Figure 66 - Concerns about Hazardou
Page 93: In addition, laundry detergents are
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
Page 143 and 144: 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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