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Our Shopper Barometer study has identified the current view of the world through the shopper lens, as well as future watching trends and emerging channels to be aware of. Alongside the many shopper challenges highlighted in our main study, we focussed on attitudes towards healthcare which highlighted that while it is deemed acceptable to save money on basics, when it comes to treating specific symptoms and maintaining wellness we will pay a premium. Check out our infographic on the healthcare shopper top trends to understand its increasingly dynamic and multichannel nature which identifies: • Money saving tactics and trading down • What's inside our essential medical kit • How shopper missions vary across categories • Key factors influencing spend on healthcare • Key drivers of retailer choice For more information and to discuss presenting the Shopper Barometer and Healthcare in full please call or email Shelley Watson Head of Shopper & Retail on +44(0)1865 336 453 or by email [email protected]
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TheShopperBarometer
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Whilst our main study highlighted many areas where shoppers are deploying money saving tactics to help spread their spend, we see that in Healthcare it is deemed acceptable to save money on healthcare basics but when it comes to treating specific symptoms and maintaining wellness, we will pay a premium.
FOCUS ONHEALTHCARE
There are clear differences between categories in terms of acceptable levels of trade down, so where are we really willing to compromise?
One in three consumers would not consider
trying to save money on healthcare products
Pain relief Cough/cold
Areas most likely to see consumers trading down now and in the future are
Vitamins
Money saving techniques
5TOP
TRENDS
Selective money saving tactics and trading down
Focus on ‘staying well’ and supplementing
Specific symptom relief a driver of increased spend
A considered shopping list - value for me
Increased channel consideration for individual items
Would consider making cuts in all areas if they had to
45%
What can’t we live without in our essential medical kit?
The majority of healthcare purchases are intentional rather than spontaneous but how do our ‘main missions’ vary across categories?
A wide and varied range is key to shopper choice in Healthcare, but what other factors come into play when we are deciding exactly where to spend our Healthcare pennies?
Supermarkets are easy to use and out perform the rest on
price, but lack much sought after advice options
Boots, Superdrug & high street chemists lead the way with expert advice, but are viewed as more expensive
Online retailers fare well with product choice and range of
brands but could do better with advice and trust
Herbal stores are seen as pricey and hard to shop in
As you might expect, pound shops are viewed as offering limited range and advice but with low prices they are a
regular on most high streets
Trust, advice, value and simplicity are all influencers on our choice of destination.
Cough/cold
Indigestion
Children’s medicine
Pain relief
Vitamins
Plasters
Allergy relief 76%
66%
70%
48%
61%
42%
64%
15%
6%
8%
36%
20%
40%
20%
EmergencyPurchase
Planned Re-stock
91%
Purchase healthcare in store as part of their main shop
Pain relief
90%
Plasters
75%
Kid’s medicine
58%
Cough/cold
46%
47%42%
31% 31% 30%
30%26% 23%
21% 21%
Own brand
Use coupons
Vary location for deals
Switch brand
for deals
Switch brand
Use pound store
Use discount
store
Buy larger packs
Only buy
offers
Only buy essentials
56% would head to Boots/Superdrug for products they can trust
Trust
48% would head to local chemists for good advice
Advice
63% would head to supermarkets for an
easy place to shop
Easy to Shop
55% would head to supermarkets for value
for money
Value forMoney
The shopper barometer study was conducted in December 2012 with 1,000 primary household shoppers.
Data courtesy of SPA Future Thinking
www.spafuturethinking.comTheShopperBarometer