Baby boomers, not Millenials, most comfortable shopping CPG online
DENVER — Shoppers ages 50 to 54 years lead the charge when it comes to purchasing health and beauty products online (52%), and shoppers ages 45 to 49 years are purchasing more food and beverage products online (29%) than any other age group, according to The Checkout, an ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research, released Thursday.
All age groups showed an increase in shopping online, with an overall increase in shopping in general — in contrast to The Checkout’s results from last year, which showed 73% of shoppers who were buying more online were not shopping more, they were just shopping differently.
Last year, The Checkout also showed that baby boomers were the largest group of shoppers purchasing consumer-packaged goods products online (health, beauty, food, beverage). Both reports indicated that other age groups still aren’t sold on the idea of doing standard grocery shopping online, stating that their barriers for purchasing these goods online are product expiration dates and shipping costs.
"Grocery shopping online is a concept most shoppers have yet to adopt, which means there are conventions ingrained in their shopping behavior that must be disrupted," stated Craig Elston, SVP of Integer. "Manufacturers and e-tailers have the most to gain if they can help shoppers get over their purchase barriers."
The Checkout is available for download here following a free registration.
Quite an interesting survey.. was amazed to see that customers of age 50 to 54 years lead in purchasing health and beauty products online. I guess they must be searching for best skin care for aging skin....
As there is an effective increase in shopping online, it is due to it's easy and simple which result in most comfortable shopping, may will go for it.Thanks for the information.
Sorry, Mr. Elston, but saying there are conventions ingrained in their shopping behavior that must be disrupted, and describing in-store shopping as an example of a purchase barrier shows a strong bias. There are many aspects of in-store shopping that can never be replaced long-distance. These are only barriers to those who hold a vested interest in the increase of online shopping. Why must my shopping behavior be disrupted? I'm perfectly happy with the visceral experience of walking the aisles, smelling and touching foods, and having a 3D, live purchase adventure. Personally, I think the screen is a barrier to the food experience, which is far more sensorially complete in-person.
Tom’s of Maine supports smiles in need, encourages nonprofit clinics to apply for grants
KENNEBUNK, Maine — Tom’s of Maine, a maker of natural personal care products, is directing its Dental Health for All program to help families in states with the highest percentage of their population living under the poverty level and is inviting nonprofit clinics serving those four states and Washington, D.C., to apply for a portion of $100,000 in funding.
According to the U.S. Census Bureau statistics, the states with the highest percentage of their population living under the poverty level include Alabama, Kentucky, New Mexico, Mississippi and Washington, D.C. This year the program plans to award one clinic from each of the four states and Washington, D.C. with $20,000 in funding to grow and expand the reach of their services.
"Many clinics simply need additional resources to keep up with demand, especially during this struggling economy when people are faced with losing or forgoing health benefits," stated Susan Dewhirst, goodness programs manager at Tom’s of Maine. "We often hear that dental care is among the first benefits to go, yet it is vital to maintaining overall health. We encourage clinics in the designated states to apply for the funding, and we hope people will alert local clinics of this opportunity."
To date, Dental Health for All has helped make 200,000 additional patient visits possible with $1 million in funding to more than 30 school and community-based dental clinics nationwide.
Applications for this year’s program must be received by March 15. Recipients will be announced in early April.
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Social media strategist Robin Leedy takes on six new brands
MOUNT KISCO, N.Y. — Social media strategist Robin Leedy & Associates, a public relations and social media marketing agency, on Wednesday announced the signing of six clients featuring several brands in the health and beauty space, including FeverAll acetaminophen suppositories by Actavis; Replens by Lil’ Drug Store; SpermCheck Fertility; The Natural Dentist by Revive Personal Products; Redex’s Udderly Smooth; and Boiron USA brands Oscillococcinum, Arnicare and Camilia.
“With our long-time expertise in the over-the-counter and HBA arena, we are typically targeting women at various stages of life and parenthood, so these new clients are natural additions to our roster,” stated Alyson O’Mahoney, EVP and partner at RL&A. “We’ve been successfully engaging women with health and beauty products for them and their families for the past two decades. We’re excited to help these new clients build credibility, engagement, frequency of messages within their niche and ultimately help influence purchase through traditional, social and digital mediums.”
According to Robin Leedy, as many as 70% of consumers are seeking online product recommendations prior to purchase.
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