Consumer Shopping Habits for Wellness and Environmentally ...

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Figure 75 – Shopping Barriers for OTC There are too many choices 45% 56% 56% Hard to locate preferred products within stores 23% 35% 41% Lack of selection in convenient stores 14% 23% 34% Getting in and out of the store is a hassle 18% 21% 21% It's hard to find help inside the store 12% 15% 25% I don't know much about these types of products 6% 14% 18% Core Mid-level Periphery Q33: “Other than price, what is the worst aspect of shopping for over the counter medications? Please check your top TWO choices” | Base: Over the counter medications shoppers (n=498; 32 Core, 327 Mid-level, 139 Periphery). | Source: GMDC 2009 Survey, Mar. 2009. Oral Care H+W Relevance Consumers do link oral care products to their H+W, however, while they are used directly on and in the body, most consumers aren‘t as concerned about potential H+W benefits or risks as they are with other products so directly applied to the body. In some measure, this is simply because ―you spit it out.‖ Purchase Criteria Taste, effectiveness perception, and price are the top purchase decision criteria in this category for Periphery and Mid-level consumers, with more evolved H+W consumers being less concerned with taste. Core consumers look for an absence of negative ingredients such as sugar, fluoride, and other chemicals, as well as an absence of animal testing. The presence or absence of fluoride is somewhat polarizing; most consumers want it, and assume nearly every modern toothpaste has it, however, some Core consumers view it as ―poison.‖ Obviously, Core-targeted SKUs should be 94
offered in fluoride-free versions. Some Periphery and Mid-level consumers prefer ―alcohol free‖ mouth washes, but this was not widespread within our study sample population. Figure 76 - Oral Care Decision Criteria TRADITIONAL BRAND TASTE PRICE EFFECTIVENESS PERCEPTION MINIMAL, HIGH QUALITY INGREDIENTS PERIPHERY MID-LEVEL CORE Effectiveness is the most important non-pricing factor for purchasing oral care for all segment groups though the Mid-level and Periphery consumers find this more important (80% and 72% respectively). The Core is relatively more likely to find purity or healthiness (36%) as well as lack of irritants (24%) to be more important than other segments. In contrast, the Periphery is more concerned about the availability of oral care products (35%) than the other segments. Figure 77 – Most Important Purchase Factors Other Than Price Effectiveness Purity or healthiness Lack of irritants Availability Environmental impact Ease of use Supporting companies/brands that have good practices 36% 26% 18% 24% 14% 15% 21% 27% 35% 11% 7% 1% 8% 19% 19% 6% 4% 5% 66% 80% 72% Core Mid-level Periphery Q32: “When you buy Oral care (e.g., toothpaste, mouthwash, or oral rinse), what are the most important factors OTHER than price/value? Please check your top TWO choices” | Base: Oral care shoppers (n=545; 41 Core, 357 Mid-level, 147 Periphery). Source: GMDC 2009 Survey, Mar. 2009.| Brand and Product Offerings 95
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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
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Figure 21 - Sustainability Triggers
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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 and 94: In addition, laundry detergents are
Page 95 and 96: likely to minimize the amount of OT
Page 97: Q32: “When you buy over the count
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
Page 145 and 146: o Like mass channel stores, club st
Page 147 and 148: 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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