“Health” and “wellness” are two distinct concepts—encompassed by different needs, attitudes, products, and trip missions. This initial article of a two-part series explores the Tailoring and Transforming quadrants of the Health & Wellness Retail Motivation Framework.

1. Exploring Health &
Wellness via High-Interest
Shopper Segments
Article Abstract
Part I: Tailoring & Transforming
Kate Senzamici, Senior Analyst
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2. Retail Health & Wellness Framework
Part I: Tailoring and Transforming
Source: Kantar Retail analyses 2
• Functional and
personalized.
• Retail pharmacy,
personalized health
services offered in
retail and beyond;
health insurance,
urgent care, retailer
health clinics, tele-
health, etc.
• Serving shoppers’
unique health needs
in a way that
necessitates building
and maintaining
positive personal
connections.
• Personalized
emotional or
aspirational solutions
to help shoppers
create space for
wellness; aligning with
shoppers’ lifestyles
and aspirations
• Wearable fitness
monitoring equipment,
salon/spa services,
holistic and
osteopathic medicine,
athletic wear, etc.
• Special attention to
transparency.

3. High-Interest Shopper Segments
Each with their own set of needs and attitudes surrounding health and wellness
Low-income Shoppers
‒ U.S. primary household shoppers with an annual
household income less than $35,000.
‒ Health is a major concern for this segment for a
number of reasons; getting sick means missing
work and struggling to pay for healthcare.
‒ Faced with perhaps the greatest barriers to basic
health and wellness , and can perhaps benefit the
most from guidance, services, and most of all,
understanding from retailers and suppliers.
Gen Y Parents
‒ U.S. primary household shoppers born between
1982 and 1997 (age 18–33 in 2015) who have
children; in 2015, one-third of Gen Y shoppers
reported having children, vs. one-quarter in 2010.
‒ Shopping behavior is undergoing a significant shift
as their lifestyles and household needs change.
‒ Will be in the market for various healthcare
solutions; ways in which they meet the health
needs of their children can largely influence how
their offspring seek out and approach health and
wellness in the future.
Boomers
‒ U.S. primary household shoppers born between
1946 and 1964 (age 51–69 in 2015).
‒ Important to the health and wellness landscape for
a multitude of reasons, most simply because of
their strength in numbers.
‒ Management and care for chronic conditions will
become more important for this cohort, as will
convenient access to care or prescriptions, and
products and services that better enable Boomers
to “age in place.”
Source: Kantar Retail ShopperScape®; Kantar Retail analyses 3

4. Tailoring
Highlights: Position of shopper segments within Tailoring quadrant
4Source: Kantar Retail ShopperScape®; Kantar Retail analyses
Boomers
‒ Functional, traditional approach to health
‒ Foundational services most important
Gen Y Parents
‒ More abstract approach to health
‒ More experimental—receptive to retailer-provided healthcare
Low-Income Shoppers
‒ Less vigilant in management of health, yet getting sick is a
major fear

5. Transforming
Highlights: Position of shopper segments within Transforming quadrant
Boomers
‒ Less in touch with abstract “wellness” methods
‒ No-frills approach to beauty (female shoppers)
Gen Y Parents
‒ Personal development and rejuvenation is more of a focus
‒ Beauty routine (female shoppers) is enjoyable—open to
inspiration and guidance
Low-Income Shoppers
‒ Self-improvement and personal development is something
they want to make time for
‒ Beauty routine (female shoppers) is enjoyable, but less
accessible. A luxury that has positive wellness implications.
Source: Kantar Retail ShopperScape®; Kantar Retail analyses 5

6. Visit KantarRetailiQ.com For More
Full article, shopper data, and implications
ShopperScape® subscribers can click here to access the complete report.
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Andrea.Bonner@KantarRetail.com
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