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Published by: Hartman Group
Published: Apr. 1, 2001 - 87 Pages Now reduced off the original sale price of $4000.
Table of Contents
Preface
Executive Summary
Marketing Implications & Recommendations
Section I—Introduction: The Wellness Consumer, Core to Periphery
The World Perspective: Core to Periphery
The Wellness Experience
Wellness Segments: Core, Mid-Level and Periphery Consumers
Section II—Live: How Wellness Consumers Live
Consumers' Healthy Lifestyles
Proactive Lifestyle
Knowledge and Information
Environment & Community
Conclusion
Section III—Shop: Where Wellness Consumers Shop
How Consumers Choose Where They Shop
Where Consumers Shop
Conclusion
Section IV—Buy: What Wellness Consumers Buy
Consumer Perceptions and Use of Wellness Products
Consumer Perceptions and Market Implications of Dietary Supplements
Conclusion
Section VII—Conclusions
Appendix—Methodology
Research Objectives
Quantitative Research Methodologies
Qualitative Research Methodologies
List of Figures
Preface
Executive Summary
Recommendations
Section I—Introduction: The Wellness Consumer, Core to Periphery
Figure 1.01. Criteria for Wellness Product Purchase
Figure 1.02. Understanding the World Perspective
Figure 1.03. Dimensions Organizing the World of Wellness
Figure 1.04. Organizing Principles of Experience
Figure 1.05. Primary Organizing Principles of Experience Drive Emotion
Figure 1.06. Wellness Segments
Section II—Live: How Wellness Consumers Live
Figure 2.01. What does the term 'wellness' mean to you? - Core to Periphery
Figure 2.02. How would you rate your overall wellness? - Core to Periphery
Figure 2.03. Consumer Health Ratings
Figure 2.04. "I am proactive about my health; that is, I do things to lower health risks and fight disease - Core to Periphery
Figure 2.05. Behavioral Statements Regarding Diet - Core to Periphery
Figure 2.06. "I wish I had more time to prepare meals" - Core to Periphery
Figure 2.07. Sources for Recommendations - Vitamins, Minerals, Herbs and Supplements
Figure 2.08. "When I buy a product, I consider its impact on the environment"- Core to Periphery
Figure 2.09. "Participating in community activities is important (e.g. church, synagogue, book club, etc.)" - Core to Periphery
Section III—Shop: Where Wellness Consumers Shop
Figure 3.01. Distribution Channels
Figure 3.02. "I shop the store I shop because of the knowledgeable salespeople" - Core to Periphery
Figure 3.03. "I shop the store I shop because of the shopping experience" - Core to Periphery
Figure 3.04. "I shop the store I shop because of the price" - Core to Periphery
Figure 3.05. Consumer Decision Tree for Multivitamins
Figure 3.06. Channel Share of Vitamin and Mineral Market
Figure 3.07. Channel Share of Herbal and Specialty Supplement Market
Figure 3.08. Where Consumers Shop for Wellness Products
Figure 3.09. Where Consumers Shop for Vitamins and Minerals
Figure 3.10. Where Consumers Shop for Herbal and Specialty Supplements
Figure 3.11. Summary Table of Distribution Channels
Figure 3.12. Where Consumers Shop for Wellness Products - Core to Periphery
Figure 3.13. Where Consumers Shop for Vitamins and Minerals - Core to Periphery
Figure 3.14. Where Consumers Shop for Herbal and Specialty Supplements - Core to Periphery
Figure 3.15. Percent of Wellness Shoppers Using Multiple Channels When Shopping for All Wellness Product - Core to Periphery
Figure 3.16. Percent of Wellness Shoppers Using Multiple Channels When Shopping for VM - Core to Periphery
Figure 3.17. Percent of Wellness Shoppers Using Multiple Channels When Shopping for HS - Core to Periphery
Figure 3.18. Percent of Wellness Segment within the Vitamin and Mineral Customer Base of Specific Channels
Figure 3.19. Percent of Wellness Segment within the Herbal and Specialty Supplement Customer Base of Specific Channels
Figure 3.20. Customers Shopping in Specific Channels Who Purchase Dietary Supplements in Other Channels
Figure 3.21. VM Purchase Channel Among Regular Grocery Store Shoppers
Figure 3.22. HS Purchase Channel Among Regular Grocery Store Shoppers
Figure 3.23. VM Purchase Channel Among Regular Drugstore Shoppers
Figure 3.24. HS Purchase Channel Among Regular Drugstore Shoppers
Figure 3.25. VM Purchase Channel Among Regular Mass Discounter Shoppers
Figure 3.26. HS Purchase Channel Among Regular Mass Discounter Shoppers
Figure 3.27. VM Purchase Channel Among Regular Vitamin Store Shoppers
Figure 3.28. Why Buy? Grocery Store/Supermarkets
Section IV—Buy: What Wellness Consumers Buy
Figure 4.01. Product Frequency of Use and Importance - All Consumers
Figure 4.02. Product Frequency of Use and Importance - Periphery Consumers
Figure 4.03. Product Frequency of Use and Importance - Mid-Level Consumers
Figure 4.04. Percent of Change Between Periphery and Mid-Level Wellness Consumers - Product Category
Figure 4.05. Product Frequency of Use and Importance - Core Consumers
Figure 4.06. Percent of Change Between Mid-Level and Core Wellness Consumers - Product Category
Figure 4.07. Product Frequency of Use and Importance - All Consumers
Figure 4.08. Frequent Use of Dietary Supplements - Core to Periphery
Figure 4.09. Percent of Consumers Who Do Not Use Dietary Supplements - Core to Periphery
Figure 4.10. Reasons for Using Vitamins and Minerals - Core to Periphery
Figure 4.11. Reasons for Using Herbal Supplements - Core to Periphery
Figure 4.12. Reasons for Using Specialty Supplements - Core to Periphery
Figure 4.13. "There is no quality difference between store brand/private label and name brand vitamins and minerals" - Core to Periphery
Figure 4.14. "There is no quality difference between store brand/private label and name brand herbal and specialty supplements" - Core to Periphery
Section VII—Conclusions
Appendix—Methodology
AbstractThe world of vitamins, minerals, herbals and specialty supplements is far and away the most active product world in the health and wellness arena. In fact, 83% of American households use these products.
The Hartman Group is the authority on market research in the VMHS category. Because of increasing consumer interest and media attention, the supplement category is growing exponentially, and only manufacturers that understand these evolving VMHS consumers will be successful. And Healthy Living: Vitamins, Minerals, Herbs & Supplements is The Hartman Group's most comprehensive report on the category to date and will give you the answers you need.
By analyzing the world of wellness based on a number of different product categories and a wide range of distribution channels, The Hartman Group's analysis in Healthy Living: Vitamins, Minerals, Herbs & Supplements drills down to the intricate details of consumers' shopping patterns. This level of consumer analysis and segmentation provides marketers with tools to effectively target wellness consumers.
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