Consumers and Sustainability: Over-the-Counter Medications and Supplements

Chapter 1: Methodology

• A Joint Publication of The Hartman Group and Packaged Facts
• The Hartman Group Quantitative and Qualitative Methods
• About The Hartman Group, Inc
• About Packaged Facts

Chapter 2: Sustainability & the American Consumer

• Establishing a Definition of Sustainability
  • Figure 2-1: What “Sustainability” Means to Consumers
• Sustainability Concerns and Purchasing Decisions
  • Figure 2-2: Frequency of Purchase Decisions Based on Sustainability Concerns
• A Consumer-based Model of Responsibility
  • Figure 2-3: The Four Zones of Sustainability
• Experiential Triggers
  • Figure 2-4: Triggers for Awareness
• Informational Triggers
  • Figure 2-5: Top Sources of Information on Sustainability
• The World of Sustainability: Core to Periphery
  • Figure 2-6: The World of Sustainability
• Motivations and Barriers to Purchase
  • Convenience
  • Price
  • Expert Opinion
  • Experience
  • Knowledge
    • Table 2-1: Motivations and Barriers for Sustainable Purchases

Chapter 3: OTC Medicines & Supplements and the Sustainability Consumer

• The OTC Market and the Zones of Sustainability
• Personal Benefit Zone of Sustainability
• Environmental Zone of Sustainability
  • Safety and Waste Disposal
  • Consumer and Employee Safety
  • Humane Treatment of Animals
• Motivations and Pathway(s) for Adoption
• Attributes of Sustainable OTC Medications and Supplements
  • Natural and Safe Are the Foremost Attributes of Sustainable OTC Meds and Supplements
• Hierarchy of Specific Attributes
• Relevant OTC Medication and Supplement Certification(s)
  • Federal Drug Administration
  • Cruelty Free
  • Organic
• OTC Medication and Supplement Packaging
  • Table 3-1: Packaging Do' s and Don' ts for Sustainable OTC Meds and Supplements
• Purchase Criteria
  • Table 3-2: Purchase Criteria for Sustainable OTC Meds and Supplements
• Quantitative Findings on Sustainable OTC Meds & Supplements
  • Table 3-3: General OTC Health Care Products Category and Corresponding Sustainable Versions
  • Figure 3-1: Purchases of OTC Health Care Products
  • Figure 3-2: Current Market Reach of Sustainable OTC Health Care Products
  • Figure 3-3: Current Market Reach and Immediate Growth Opportunity of Sustainable OTC Health Care Products
  • Figure 3-4: Willingness to Pay 20% More for Sustainable Version of OTC Health Care Products

Chapter 4: Summary and Key Insights

• Issues and Concerns Surrounding OTC Meds and Supplements
• Tenets for Package Communications

Chapter 5: Market Update

• Responses to Economic Downturn
  • Table 5-1: Recent Trends in Sustainability Psychographics: Opinions
  • Table 5-2: Recent Trends in Sustainability Psychographics: Behaviors
• Sustainable Products Move Into Mainstream
  • Table 5-3: Percent of Adults Agreeing With Selected Psychographic Statements About the Environment, 2009 (U.S. adults)
  • Table 5-4: Percent of OTC Medicine and Supplement Products Marketed With Natural/Organic or Negative Content Claims, 2005 vs. 2009(P)