Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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offered in fluoride-free versions. Some Periphery <strong>and</strong> Mid-level consumers prefer ―alcohol free‖<br />
mouth washes, but this was not widespread within our study sample population.<br />
Figure 76 - Oral Care Decision Criteria<br />
TRADITIONAL BRAND<br />
TASTE<br />
PRICE<br />
EFFECTIVENESS PERCEPTION<br />
MINIMAL, HIGH QUALITY INGREDIENTS<br />
PERIPHERY MID-LEVEL CORE<br />
Effectiveness is the most important non-pricing factor <strong>for</strong> purchasing oral care <strong>for</strong> all segment<br />
groups though the Mid-level <strong>and</strong> Periphery consumers find this more important (80% <strong>and</strong> 72%<br />
respectively). The Core is relatively more likely to find purity or healthiness (36%) as well as lack of<br />
irritants (24%) to be more important than other segments. In contrast, the Periphery is more<br />
concerned about the availability of oral care products (35%) than the other segments.<br />
Figure 77 – Most Important Purchase Factors Other Than Price<br />
Effectiveness<br />
Purity or healthiness<br />
Lack of irritants<br />
Availability<br />
Environmental impact<br />
Ease of use<br />
Supporting companies/br<strong>and</strong>s that have good<br />
practices<br />
36%<br />
26%<br />
18%<br />
24%<br />
14%<br />
15%<br />
21%<br />
27%<br />
35%<br />
11%<br />
7%<br />
1%<br />
8%<br />
19%<br />
19%<br />
6%<br />
4%<br />
5%<br />
66%<br />
80%<br />
72%<br />
Core<br />
Mid-level<br />
Periphery<br />
Q32: “When you buy Oral care (e.g., toothpaste, mouthwash, or oral rinse), what are the most important factors OTHER than<br />
price/value? Please check your top TWO choices” | Base: Oral care shoppers (n=545; 41 Core, 357 Mid-level, 147 Periphery).<br />
Source: GMDC 2009 Survey, Mar. 2009.| Br<strong>and</strong> <strong>and</strong> Product Offerings<br />
95