During the Global Market Development Center's GM Marketing Conference that kicks off this week, GMDC will present research conducted by the Hartman Group, Bellevue, Wash., into shopping habits for wellness and environmentally conscious lifestyles that tie into opportunities to boost general merchandise revenue.
“We're finding that some GM categories can serve as gateways to transition consumers from being on the periphery of health and wellness into becoming more committed health and wellness shoppers, David McConnell, president and chief executive officer of GMDC, Colorado Springs, told SN. Emerging growth categories include: sporting equipment, natural home cleaners, natural pet care, natural lawn and garden, home lighting, office supplies, and alternative toys and games.
McConnell believes GM categories need to be more effectively integrated into the merchandising sets that capitalize on emerging consumer trends of which the health and wellness phenomenon is an example. “Not only do supermarkets need to provide the nutritional elements for living a healthy lifestyle but they should also be seen as a resource for the cookware that you use to prepare those products. Health and wellness-oriented magazines, books and educational products are plus sales when placed in adjacencies to kitchen utensils, small appliances or fresh foods.”
Concern for the environment also will be a sales driver. “Our study results indicate that the environment is important particularly in categories such as household cleaning where ingredients are a key factor in purchase patterns of consumers concerned about their family's well-being and environmental issues. As we saw first hand last year, the toy category is heavily impacted by environmental concerns and quality testing issues. Bamboo products are hot in the housewares as are reusable/recyclable shopping bags.”