Shopping for Wellness in a Tight Economy : Market Research Report

Shopping for Wellness in a Tight Economy

Published by: Natural Marketing Institute

Published: May. 1, 2009 - 129 Pages

Introduction
Executive Summary
Definitions
Health & Wellness Segmentation Model Overview: NMI's Health and Wellness Consumer Segments; WELL BEINGS Summary; WELL BEINGS at a Glance; WELL BEINGS Demographic Profile; FOOD ACTIVES Summary; FOOD ACTIVES at a Glance; FOOD ACTIVES Demographic Profile; MAGIC BULLETS Summary; MAGIC BULLETS at a Glance; MAGIC BULLETS Demographic Profile; FENCE SITTERS Summary; FENCE SITTERS at a Glance; FENCE SITTERS Demographic Profile; EAT, DRINK & BE MERRYS Summary; EAT, DRINK & BE MERRYS at a Glance; EAT, DRINK & BE MERRYS Demographic Profile
Industry Sales Review: U.S. Health and Wellness Industry Sales; Projected Five-Year Health and Wellness Industry Growth
Economic Impact: Lifestyle & Grocery Shopping Impact; Lifestyle & Grocery Shopping Impact Across Segments; Economic Impact on Grocery Shopping; Effect of Economic Downturn on Life Moving Forward; Perceived Length of Time Economic Downturn Will Impact Consumers Lifestyle; Boomers Most Affected by Economic Downturn; The Effect of the Economic Downturn on Daily Living; The Side Effects of the Economic Downturn on Pro-Environmental Behaviors; Effects of the Current Economic Climate on the Dining and Travel Industry; Delays in Category Purchases Due to Economic Climate; Concern About Rising Food Prices; Economic Effect on Specific Shopping Patterns; Economic Effect on Specific Money Saving Behaviors; Economic Effect on Stores Shopped; The Economic Effect on Healthy Behaviors; Economic Effect on Consumers' Emotional State; Importance of Healthy Products in Health Maintenance; Initial Drivers of Healthy Product Usage
Channel Shopping & Brand Switching: Shopping Channels for Healthy and Natural Goods; Shopping Channel Trends 2000-2008; Segment Shopping Channel Patterns; Grocery Stores Regularly Shop; Index of Dollar Sales by Retail Outlet Across Segments; Retail Shopping by Income Level; Internet Shopping 1999-2008; Internet Shopping by Segments and Generation; Internet Usage by Income; Consumers Turning to Store Brands in the Weakened Economy; Consumer Choice Across Regional, National and Store Brands; Comparison of Store Brands to National Brands; Brand Loyalty and Experimentation; Brand Loyalty and Experimentation by Segments; Price-Driven Purchase Decision; New Product Adoption; Primary Grocery Shoppers - Gender Changes; Gender Shopping Channel Behaviors; Food/Beverage Purchase Criteria by Gender
Buying Locally: Healthy and Natural Product Purchase at Local Farm/Farmers Market; Locally-Sourced Food/Beverage Use Shows Growth; Importance of "Local" Merchandising Where Consumers Shop; Importance of "Local" Merchandising Where Consumers Shop by Segments; Importance of 'Locally-Grown' when Making a Brand/Product Purchase Decision; Importance of Buying Locally vs. Organic; Importance of Buying Locally vs. Organic by Organic User Groups; The Organic-Local Importance Scale; Supporting the Local Community (Farmers) a Growing Driver for Organic Produce Purchase
Eco-Friendly Shopping Dynamics : From Sustainable to Organics: Importance of Sustainability; Importance of Sustainability Among Health and Wellness Segments; Environmental-Based Purchase Influence; Importance of Environmentally-Friendly Products to Healthy Lifestyle; Changing Behavior to Minimize Global Warming; Environmental Impact on Purchase Decision; Usage of Eco-Focused Categories; Overall Organic Food/Beverage Category Usage; Organic Sales Growth Shows Consumer Commitment; Usage of Specific Organic Food/Beverage Categories Up Over Last Year; Few Report a Decrease in Usage of Natural/Organics; Organic Category Cross Usage; Use of Private Label Organic Products; Store Brand Organic Product Usage Due to the Economy; Primary Drivers To Organics; Barriers to Organic Usage; Mainstreaming of Organic; Organic Food Users Show Higher Internalization of Organic Benefits; Organic Benefit Internalization Creates Higher Value; Shopping for Organic Food and Beverage; Economy's Impact on Specific Organic Category Users; Dollar Sales of Organic Milk in Natural Channel; Unit and Sales Growth of Organic Milk in Natural Channel Has Declined During Economic Downturn; Economy's Impact on Integrated Organic Users' Purchasing Behavior
Supplement Shopping: Dollar Sales of Herbals, Homeopathic, Vitamins & Supplements Have Remained Stable in the Natural Channel; Sales Growth Has Declined During Economic Downturn in the Natural Channel; Trended Usage of Nutritional Supplements; Most Often Shopped Supplement Outlets; Increased Supplement Usage in the Past Year by VMHS Channel Shopper; Household Income Level of VMHS Channel Shoppers; Supplement Channel Shopping by VMHS Spending Group; Snapshot of Internet Supplement Shoppers; Increased Supplement Usage by NMI Segments; Increased Supplement Usage by Heavy Spender vs. Light Spenders; Attitudinal Differences Between Light And Heavy Supplement Users; Economic Effect on Supplement Shopping; Economic Effect on Supplement Shopping by Segment; Economic Effect on Supplement Shopping by Supplement Channel Shopper; Snapshot of Consumers Whose Supplement Usage Did Not Change; Perceived Value Vs. Real Value: The Convergence of Price and Brand Loyalty; Brand Loyalty Vs. Price: Heavy Vs. Light Users and New Vs. Longtime Users; Differences Between New and Longtime Users

Abstract

The current recession is changing consumer behavior on many levels. Consumption is being replaced by sustainability, possessions with purpose, and perceived value with real value. Current indicators show the impact of these changes may not be temporary adjustments but a total realignment of consumer behavior based on a reevaluation of priorities. With such profound impact possible on the health, wellness, and sustainability marketplace, NMI sought to explore consumer attitudes and behavior across several categories and general budget constraints. Large, nationally projectable surveys (n=5000+) of U.S. adults were completed in and around the November 2008 election and the explosion of economic woes and in January 2009 with the official declaration of a “recession.” Qualitative interviews enrich the insights throughout the report.

Within Shopping For Wellness In A Tight Economy we identify and seek to help the reader understand what changes are happening across purchase influences, product purchase criteria, and shopping habits in general across a plethora of demographic groups and with the perspective of various category user groups. From heavy spenders to light spenders, new users to long term, and integrated category users � what lifestyle and shopping habits are consumers changing, what will continue to motivate them to purchase, where are they shopping, what are their specific concerns, and how will all of these affect customer acquisition and brand loyalty?

NMI has provided analysis herein across food, drug, mass, specialty and direct shopping channels � across general purchases as well as wellness related products such as natural, organic, sustainable, locally produced, and dietary supplements. Our health and wellness segmentation view of the data clearly shows opportunity for marketers to not only survive a recession but to flourish their brands by adjusting their marketing approach.

The data and insights are structured thematically, from an overview of current market sales, growth, and projections to the specifics of each category and category consumer. This will allow the reader to reflect on the learning as it applies to the overall market and their specific market sector.

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Multiple Division Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across more than one company division/location.

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Shopping for Wellness in a Tight Economy

Table of Contents

Abstract