Consumer Shopping Habits for Wellness and Environmentally ...

More evolved Mid-level and Core consumers look for products with effectiveness in specific roles
(e.g. arnica for bruising), but also by company reputation of ―authenticity.‖ Often these products are
made by smaller obscure brands, and tend to be more in the category of homeopathic or herbal
remedies (see above) than what one would typically classify as OTC.
Figure 72 - OTC Decision Criteria
PRICE
EFFECTIVENESS PERCEPTION
BRAND
MINIMAL INGREDIENTS
PERIPHERY MID-LEVEL CORE
By far, the most important non-pricing factor for OTC consumers is effectiveness. As shown in the
following figure, the importance of effectiveness ranges from 77% for the Mid-level to 89% for the
Periphery consumer. In addition, Core consumers are more likely than other H+W segments to
consider purity or healthiness (41%), as well as supporting socially responsible companies (12%)
more important. The Periphery, as opposed to the Core, is more likely to consider convenience
factors such as ease of use (30%) and availability (31%) as more important.
Figure 73 – Most Important Purchase Factors Other Than Price
Effectiveness
Purity or healthiness
Ease of use
Availability
Supporting companies/brands that have
good practices
Lack of irritants
Environmental impact
41%
29%
25%
23%
17%
30%
23%
34%
31%
12%
6%
1%
10%
11%
7%
1%
4%
0%
86%
77%
89%
Core
Mid-level
Periphery
92