Mainstream Demand for “Alternatives”
Newtown Square, Pa., July 22, 2010—Eighty-two percent of U.S. women shoppers ages 25–70 are attempting to limit their overall usage of traditional over-the-counter (OTC) medications. While they believe in the efficacy of OTCs, they feel these products aren’t “good” for them, especially when used frequently. A sizable number of shoppers consider purity/healthfulness (42 percent) and lack of chemicals/irritants (31 percent) to be important factors in choosing OTC products.
This is one of the key findings in a new study conducted by The Hartman Group on behalf of Boiron, world leader in homeopathic medicines. More than 1,400 women who are the primary shopper for their household participated in the online study administered January 29–February 3, 2010.
Despite wanting options to traditional OTCs, shoppers lack knowledge of homeopathic medicines. Most respondents said they just don’t know enough about it, which may be a key barrier to usage. After these same shoppers were given a minimal definition of homeopathic medicines highlighting the benefits (i.e. safe, no side effects), at least one-third of the users for each product category (cough, cold and flu relievers, pain management, etc.) said they were then interested in trying homeopathic medicines.
Fifteen percent of the shoppers said they have used homeopathic medicine for themselves, and 14 percent said they have used homeopathic medicine for their children in the past 12 months.
This most recent study aligns with other Hartman Group studies that point to health and wellness no longer being a niche market dominated by a small group of consumers. It’s a long-term change that reflects how consumers view their lives and the products they purchase. Symptomatic of this, 27 percent of shoppers have successfully used a natural/alternative OTC medicine in the past, and an additional 55 percent who have not tried these products are interested.
Ready for “alternatives” to jump into mainstream retail shops, shoppers were asked what the most important purchasing factor is besides price/value. “Easily being able to find the product where I shop” ranked second only to effectiveness. Currently shoppers most often purchase natural OTC products in non-traditional stores.
Those interested in safe, family medicines for everyday conditions that work naturally to restore health can learn more about homeopathic medicines by visiting www.BoironUSA.com, calling the Boiron Information Center at 1-800-BOIRON-1 (800-264-7661) or e-mailing [email protected]. Boiron’s most popular items can quickly and affordably be picked up without prescriptions in chain pharmacies, grocery stores and mass merchant outlets. The company’s full line of homeopathic drugs can be found in health food stores and independent pharmacies nationwide.
About The Hartman Group: The Hartman Group, the predominant consumer consultancy, located in Bellevue, Washington, blends leading-edge customized primary qualitative, quantitative and trends research with a unique brand of analysis to understand the subtle complexities into how consumers live, shop and use brands, products and services. For more than 20 years, Hartman Group has been listening loudly to the underlying motivations and behaviors to deliver the most comprehensive insights that inform and inspire innovation, strategy and, most of all, move the needle for clients. For more: www.hartman-group.com.
About Boiron: Boiron, world leader in homeopathic medicines, is a $852 million public company with 3,700 employees and distribution in 59 countries. It is best known for Oscillococcinum®, a top-selling flu medicine, and its Arnicare® line of pain relievers. For more than 80 years, Boiron has been committed to funding scientific research and educating the public and healthcare professionals on homeopathic medicines. As a pharmaceutical company, Boiron maintains the highest standards in manufacturing, complying with U.S. Food and Drug Administration regulations, the Homeopathic Pharmacopoeia of the United States and drug Good Manufacturing Practices.