Consumerology Report - Bensimon Byrne

THE BENSIMON BYRNE
Consumerology
Report
Consumer Health Products
November 2011

Methodology
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•
•
The Gandalf Group conducted qualitative and quantitative research to produce the
Consumerology Report.
A national proportionate online survey was conducted among 1500 Canadians.
The survey was conducted in English and French and was in field from September 26th
through October 3rd, 2011.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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2

Objectives
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•
•
The research focused on understanding consumer consumption, perceptions and
behaviours regarding over the counter medications and health supplements including
vitamin, mineral and herbal supplements.
Areas of exploration include:
• Consumption
• Reasons for use
• Influences in product choice
• Perceived differences between brand name and no name or private label products
• Brand loyalty
• Reasons for switching brands
• Sources of awareness of new products
Differences among the consumer segments, developed by Bensimon Byrne,
were marked and can help to guide marketing efforts.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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3

The Bensimon Byrne Segments
•
Using economic orientation and life goals to differentiate among Canadian consumers
we can identify the following characteristics of each Canadian consumer segment:
• Runners – are very ambitious regarding life goals. They are distinguished by their desire
for material success, admiration, and that others envy them. They are optimistic about
their own futures and future generations. Although they are not materially more wealthy
than Walkers or Spectators, they are more positive about the economy and put a greater
emphasis on material demonstration of wealth. These are brand name buyers.
• Walkers – are focused on family, friends, financial self-sufficiency, health and happiness.
They do not aspire to achieve materialistic distinction. They are optimistic about their
own futures but pessimistic about future generations. These consumers focus on value,
price and guarantee.
• Spectators – are focused on family, friends, enjoying each day and financial security.
They are the least likely to be bound by tradition. They do not reject materialism to
the same extent that Walkers do. They are particularly focused on price and bargains
when shopping.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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4

The Bensimon Byrne Segments
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•
•
•
•
•
•
•
•
Each segment spans the income range.
Runners are the youngest segment and young males tend to sort either into Runners
or Spectators.
Walkers are middle aged and most older Canadians are Walkers.
Up to 35 years of age – over forty percent of males are found in the Runners segment
compared to less than 30% of women.
By age 45, men are more likely to be Spectators or Walkers than Runners.
A plurality of men are Walkers only at age 55
A plurality of women are found in the Walkers at any age and by age 45, sixty percent
of women are Walkers.
Canadians with children at home are as likely to be Walkers (40%) as Runners (40%)
but Runners are more likely to have children at home (55%).
Half of first generation immigrants are Runners, one third are Walkers.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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Health Supplement & OTC Shoppers
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•
•
•
Three quarters of Canadians are regularly shopping for health supplements and
over the counter medications.
Virtually all Canadians (98%) are shopping for health supplements and over the
counter medications at least sometimes.
Women are more likely to always do the shopping for these products but close to
two-thirds of men either regularly shop for these products, so we are really referring
to everyone.
One quarter of Canadians are also buying for kids under 18 – again more likely
women. Especially Runners – almost half are buying for kids.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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OTC Medications and Health Supplements
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•
The use of health supplements and over the counter medications are following two
very different trends.
Additionally, our three consumer segments are consuming OTC medications and
health supplements differently, are ʻtrendingʼ vis à vis these products differently, and
are influenced by different factors in their purchase decisions.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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OTC Medication Use Among Canadians
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•
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Almost 20% of Canadians are taking an over the counter medication daily.
Almost one third of Canadians are taking an over the counter medication at least
several times a week.
Conversely, about one quarter of Canadians donʼt take them at all.
Consumption increases significantly at age 55.
Women tend to take more over the counter medications than men.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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OTC Medication Use Among Consumer Segments
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•
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•
Despite these demographic trends, the Walker segment, the oldest segment and
only segment in which women are a majority, are taking the least amount of OTC
medications – particularly Walker men.
Female Runners are taking the most OTC medications – 29% are taking an OTC
medication daily.
Spectators are the next most likely to be consuming OTC medications on a
frequent basis.
Runner males (typically young and single) and Spectator males (young) are the
most likely to not take any OTC medications.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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Frequency of OTC Medication Use
“First, how often in the last month did you take an over the counter medication – by over
the counter we mean any medication you can buy at a drugstore off the shelf without a
prescription such as allergy medicine, heartburn or stomach remedies, pain medication,
antibiotic ointments, etc? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
Spectator Men
18-24 Years
25-34
35-44
45-54
10
10
8
18
20
18
15
10
17
15
21
29
13
17
16
13
14
12
13
11
7
11 14
14 13
16
11 12
13
10
13
15
9
7
9
55-64
65+ 31
12 5 12 12 28
13
17
12
10
THE BENSIMON BYRNE
16
15
12
CONSUMEROLOGY
REPORT
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10
14
9
17
16
10
21
36
17
22
19
18
24
Daily Several times a week Once a week Every couple of weeks Once last month Not at all
11
17
21
21
30
15
30
26
29
34
29
23
24
25
26
25
9
27

Why Take an OTC Medication?
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•
•
•
OTC medications are most likely to be taken to minimize symptoms of a health
problem or to treat an existing health problem.
Walkers, the oldest segment, are particularly likely compared to other segments to
take an OTC to maintain good health.
Runners – both males and females – are the most likely to say they take an OTC
medication to improve how they perform during the day.
Almost twenty percent of Runners often take an OTC for this reason, and another
one-third sometimes do this compared to just 8% of Walkers and 10% of Spectators.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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Reasons To Take an OTC Medication – Canadians
“How often would you say you use an over the counter medication to_________?
Would that be:”
To Minimize The Symptoms of a Health Problem
To Treat an Existing Health Problem
To Help Maintain Good Health
To Prevent a Health Problem From Occuring
21
20
23
19
To Improve How You Perform During the Day 13 22 28
37
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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12
24
33
30
29
29
30
27
Often Sometimes Rarely Never
31
29
20
21
16

OTC Use To Prevent Health Problems
“How often would you say you use an over the counter medication to prevent
health problems from occurring? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
14
13
19
19
18
32
25
29
24
25
29
Spectator Men 14 20
35
31
28
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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13
30
29
32
34
27
16
Often Sometimes Rarely Never
29
31
23
26
25
23

OTC Use To Treat Health Problems
“How often would you say you use an over the counter medication to treat an existing
health problem? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
13
13
16
20
19
35
28
29
30
34
43
Spectator Men 14
37
35
14
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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14
38
32
26
30
23
24
Often Sometimes Rarely Never
16
27
30
24
20
19
11

OTC Use To Minimize Symptoms of Health Problems
“How often would you say you use an over the counter medication to minimize the symptoms
of a health problem that you have? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
16
13
15
14
21
36
28
30
39
33
41
Spectator Men 18
32
30
20
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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15
37
35
45
31
24
36
Often Sometimes Rarely Never
17
19
22
16
10
12
12

OTC Use To Help Maintain Good Health
“How often would you say you use an over the counter medication to help maintain good health?
Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
15
15
19
23
25
35
29
36
Spectator Men 12 26
31
31
29
40
28
THE BENSIMON BYRNE
25
CONSUMEROLOGY
REPORT
- -
16
36
27
25
18
35
25
Often Sometimes Rarely Never
21
21
22
21
17
15

OTC Use To Help One Perform During the Day
“How often would you say you use an over the counter medication to improve how you
perform during the day? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
7
9
8
13
12
27
17
21
22
35
35
Spectator Men 11 18
33
38
21
31
34
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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17
28
27
34
22
50
Often Sometimes Rarely Never
43
37
30
18
19

Health Supplement Use
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•
•
•
Forty five percent of Canadians take a health supplement daily with 60% using them
at least weekly.
Just 30% of Canadians donʼt take a health supplement at all.
Consumption increases with age – half of 45 years olds are taking one daily and
almost three quarters of those 65 and older are taking a health supplement daily.
Women are more likely than men to say they take a health supplement daily –
with half of women using a health product daily.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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Health Supplement Use By Consumer Segments
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•
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Runner males are much more likely than men of any other group to be taking a health
supplement on a regular basis – these guys are young and health conscious.
Taking health supplements to maintain good health and prevent health problems are
the primary motivation – particularly for Walkers.
Runners are the most likely to take health supplements to improve performance
during the day.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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19

Frequency of Health Supplement Use
“How often in the last month did you take take a health supplement – by health supplement
we mean any supplement such as vitamins, minerals, herbal or natural? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
Spectator Men
18-24 Years
25-34
35-44
45-54
33
31
30
23
29
36
45
46
51
51
49
55
17
8
11
15
19
10
11
55-64
65+ 72
5 1 22
3
8
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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20
8
11
10
10
4
11
4
9
9
5
17
13
12
6
10
4
5
18
4
4
7
2 3
9
8
4 3
5 8
9 21
4
3
6
8
4
3
40
5
39
31
27
33
36
36
29
29
Daily Several times a week Once a week Every couple of weeks Once last month Not at all
19
20
16

Health Supplement Use To Prevent Health Problems
“How often would you say you use a health supplement to prevent health problems
from occurring? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
27
26
24
34
42
39
15
Spectator Men 21 18
23
39
29
19
37
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
21
19
22
27
19
17
14
28
10
Often Sometimes Rarely Never
37
29
25
26
22
16

Health Supplement Use To Treat Existing Health Problems
“How often would you say you use a health supplement to treat an existing health problem?
Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
16
15
16
20
20
24
19
21
28
21
Spectator Men 18 13
28
41
37
30
22
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
22
22
20
25
9
28
Often Sometimes Rarely Never
44
37
39
38
31
18

Health Supplement Use To Minimize Symptoms
“How often would you say you use a health supplement to minimize the symptoms
of a health problem that you have? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
14
18
18
22
20
29
23
21
21
Spectator Men 19 17 21
43
31
38
24
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
23
23
24
20
22
15
30
Often Sometimes Rarely Never
37
37
40
27
30
18

Health Supplement Use To Maintain Good Health
“How often would you say you use a health supplement to help maintain good health?
Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
32
32
36
42
46
46
Spectator Men 26
18 20
37
15
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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24
34
20
37
19
25
18
14
14
19
Often Sometimes Rarely Never
17
18
32
25
21
13
15
13

Health Supplement Use To Improve Performance
“How often would you say you use a health supplement to improve how you perform
during the day? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
15
12
21
20
24
41
17
17
21
39
Spectator Men 18 17
24
41
34
21
THE BENSIMON BYRNE
21
CONSUMEROLOGY
REPORT
- -
25
18
29
15
24
11
Often Sometimes Rarely Never
47
40
43
34
19
19

Prescription Medication Use
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•
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•
Half of Canadians are taking a prescription medication daily.
Consumption of prescription medication increases linearly with age.
The highest consumption is among Walkers (who are older) – equal among
Spectators and Runners.
Prescription medications are clearly taken to minimize symptoms of existing health
problem or to treat an existing problem.
Again, Runners are the most likely to take prescription medications to improve
performance during the day compared to other segments.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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26

Frequency of Prescription Drug Use
“How often in the last month did you take a prescription medication? Would that be:?”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
Spectator Men
18-24 Years
25-34
35-44
45-54
27
24
29
34
32
38
50
51
48
42
6
51
10
4
4
67
6
6
5
6
5
4
3
10
5
4 6
55-64
65+ 84
22
12
THE BENSIMON BYRNE
312
13
2 7
CONSUMEROLOGY
REPORT
- -
27
7
14
5
9
2
4
4
9
5
3
12
8
4 21
2
5
7
6
31
6
50
42
45
35
39
41
30
51
46
42
36
2212
26
Daily Several times a week Once a week Every couple of weeks Once last month Not at all

Prescription Medication Use To Prevent Health Problems
“How often would you say you use a prescription medication to prevent health problems
from occurring? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
22
28
29
29
38
43
5
Spectator Men 25 10 22
43
8
20
19
15
11
18
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
28
21
23
17
22
14
51
Often Sometimes Rarely Never
45
34
37
31
20

Prescription Med. Use To Treat Existing Health Problems
“How often would you say you use a prescription medication to treat an existing
health problem? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
34
34
38
42
49
48
Spectator Men 31
13 22
34
20
10
20
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
29
15
12
22
26
18
22
25
18
Often Sometimes Rarely Never
18
29
26
22
21
21
12

Prescription Medication Use To Minimize Symptoms
“How often would you say you use a prescription medication to minimize the symptoms
of a health problem that you have? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
27
32
35
45
42
46
Spectator Men 29
14 26
32
10
20
29
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
30
14
14
22
27
22
16
14
18
Often Sometimes Rarely Never
19
33
28
30
23
26
8

Prescription Medication Use To Maintain Good Health
“How often would you say you use a health supplement to help maintain good health?
Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
28
32
38
37
43
44
Spectator Men 28 8 26
39
20
7
8
24
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
31
11
9
15
25
22
15
11
11
Often Sometimes Rarely Never
47
41
32
30
33
20

Prescription Medication Use To Improve Performance
“How often would you say you use a prescription medication to improve how you
perform during the day? Would that be:”
Total
Runner Women
Runner Men
Walker Women
Walker Men
Spectator Women
21
21
21
19
30
40
9
8
21
23
Spectator Men 20 11 22
47
12
13
15
14
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
32
16
18
24
15
57
56
Often Sometimes Rarely Never
43
43
31
33

Health Supplement Trends
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•
•
And while 57% of Canadians, regardless of gender or age, are taking more mineral,
vitamins and herbal supplements – 43% of Canadians are taking less – so a net of
14% of Canadians are taking more health supplements.
Runners are the growth market – they are the most likely to be taking more and the
least likely to have reduced their consumption. This market is burgeoning by +39 pt.
growth – among both sexes.
Walkers and Spectators are markets that are growing but at a much smaller margin
with a net of +14 and +12 pt. growth.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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33

Health Supplements: Used More or Less?
“And would you say that you are using more health products such as vitamin, mineral, or
herbal supplements than you used to or less? Would that be a lot more, somewhat more,
somewhat less or a lot less?”
Total
Runners
Walkers
11
11
16
46
46
Spectators 10
46
26
18
53
A lot more Somewhat more Somewhat less A lot less
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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34
26
28
19
17
15
11

Health Supplement Trends
•
•
•
•
The increase in use of health supplements isnʼt surprising when you explore attitudes
about them.
While Spectators are divided on whether natural health supplements are preferable to
traditional OTC medications, a majority of Walkers (54%) and Runners (59%) are
trying to use more natural health supplements to replace traditional OTC medications.
And a majority of Runners and Walkers believe that most of our health needs can be
addressed by natural supplements – this falls to just 40% of Spectators.
Natural products are also seen to be more benign than synthetic OTC products –
with 60% of Walkers and Runners believing that they have less side effects than
OTC medications.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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35

Health Supplement Trends
•
•
•
•
Almost two thirds of Canadians donʼt think natural products are as stringently regulated
as traditional OTC medications.
The belief that natural health products are not as stringently regulated is highest among
Walkers and Spectators. For these segments, this belief is associated with a decline in
consumption - fewer using more, and more using less for a net growth among Walkers
of +14 pts. and among Spectators of +12pts.
The belief that health supplements are not regulated as stringently acts as a drag to
growth especially among Walkers – given their otherwise positive perceptions of the
advantages of health supplements.
Conversely, although just over half (54%) of Runners – the biggest growth segment for
natural health products, believe that they arenʼt as stringently regulated as traditional
OTC medications this belief is not associated with a decline in consumption among this
segment. And this segment is purchasing more health supplements than ever. (+32).
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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Are People Using More Natural Products vs.
OTC Medications?
“For each of the following statements, please tell us if you strongly agree, somewhat agree,
somewhat disagree, or strongly disagree. I am trying to use more natural products and less
traditional over the counter medications.”
Total
Runners
Walkers
19
23
22
30
32
36
Spectators 6
40
29
18 7
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
37
28
30
27
14
7
11
9
7
6

Can Most Health Needs Be Addressed
by Natural Products?
“For each of the following statements, please tell us if you strongly agree, somewhat agree,
somewhat disagree, or strongly disagree. I believe that most of our health needs can be
addressed by natural products.”
Total
Runners
Walkers
17
19
24
33
37
Spectators 8
32
32
18 10
40
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
38
28
29
24
12
9
6
11
7
7

Do Natural Health Products Have Less Side Effects
than OTC Medications?
“For each of the following statements, please tell us if you strongly agree, somewhat agree,
somewhat disagree, or strongly disagree. I think that natural health products have less side
effects than synthetic over the counter medicines.”
Total
Runners
Walkers
19
25
23
35
38
Spectators 8
39
27
13 14
38
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
39
22
22
22
9
8
8
16
8
10

Are Natural Health Products As Regulated
as OTC Medications?
“For each of the following statements, please tell us if you strongly agree, somewhat agree,
somewhat disagree, or strongly disagree. I donʼt think natural health products are regulated
as stringently as traditional over the counter medications.”
Total
Runners
Walkers
11
17
19
40
38
39
Spectators 13
42
27 10 8
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
40
20
31
19
11
13
13
13
11
6

OTC Medication Trends
•
•
•
•
•
Canadians report that they are using less OTC medications.
At a national level, 40% say they are taking more than they used to and
60% say they are taking less for a net decline among 20% of Canadians.
The greatest decline is among Walkers where just over one third say they are
taking more than they used to but two thirds say they are taking less than they
used to for a net decline of -32 pts.
Runners, on the other hand, are as likely to be taking more as less – half of
Runners report taking more than they used and half report taking less than they
used to. This market appears stable.
There is a slight decline (-17) reported among Spectators.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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41

OTC Medications: Used More or Less?
“And would you say that you are using more over the counter medications than you used to or
less? Would that be a lot more, somewhat more, somewhat less or a lot less?”
Total
Runners
Walkers
2
4
8
32
36
41
Spectators 6
36
45
14
A lot more Somewhat more Somewhat less A lot less
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
42
48
44
39
17
18
12

What Influences Product Choice?
•
•
•
•
Whether a health product or an over the counter medication, consumers rely on the
same types of influences to make their choices.
Most important to all segments is expert advice and personal experience.
For Walkers and for Spectators – the next tier of influences include price and
ingredients then convenience and information found at health and medical websites,
advice from family.
Neither of these segments will be reached effectively through in store advertisements,
consumer or product websites. Both privilege expert information and price.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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43

What Influences Product Choice?
•
•
•
•
•
Runners are much more open to many sources of influence compared
to other segments.
While ingredients, price and convenience are important, they are less reliant
on expert and personal experience than other segments.
Even regarding medical websites, 58% of Runners say it is an important
source of information re: OTC medications compared to 31% of Walkers and
just 13% of Spectators.
And more than half of Runners rate product websites and brand name,
as an important source of influence.
Runners are almost twice as reliant as Walkers and almost three times
as reliant as Spectators on brand name.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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44

What is Considered When Buying OTC Medications?
Runners (Ranked by Mean Score)
“When you are considering buying an over the counter medication for your own use, –
by over the counter we mean any medication you can buy at a drugstore off the shelf without
a prescription such as allergy medicine, heartburn or stomach remedies, pain medication,
antibiotic ointments, etc, how important are each of the following to your purchase decision?
On a scale of 1 to 9 with 1 being not important at all and 9 being extremely important,
how important is:” Scale of 1-9 of Importance
Advice from a doctor
Advice from the pharmacists
Past experience with that particular brand of product
Past experience with that type of product
Price
Ingredients
Convenience
It’s available where you are shopping for other items
Advice from family or friends
Advice from a health information website
Advice from a medical information website
Brand name
Advice from a product information website
Advice from a consumer information website
Information at the shelf
In-store advertisements and flyers
Advertisements that are found on TV
Advertisements that are found in magazines 33
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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45
45
45
40
Very Important (7-9)
80
79
74
74
68
66
60
66
61
58
56
52
55
88
Bottom 3
(1%)
(1%)
(3%)
(5%)
(2%)
(8%)
(7%)
(8%)
(8%)
(11%)
(13%)
(10%)
(10%)
(13%)
(15%)
(16%)
(20%)
(19%)

What is Considered When Buying OTC Medications?
Walkers (Ranked by Mean Score)
“When you are considering buying an over the counter medication for your own use, –
by over the counter we mean any medication you can buy at a drugstore off the shelf without
a prescription such as allergy medicine, heartburn or stomach remedies, pain medication,
antibiotic ointments, etc, how important are each of the following to your purchase decision?
On a scale of 1 to 9 with 1 being not important at all and 9 being extremely important,
how important is:” Scale of 1-9 of Importance
Advice from a doctor
Advice from the pharmacists
Past experience with that type of product
Past experience with that particular brand of product
Price
Ingredients
It’s available where you are shopping for other items
Convenience
Advice from family or friends
Brand name
Advice from a medical information website
Advice from a health information website
Information at the shelf
Advice from a consumer information website
Advice from a product information website
In-store advertisements and flyers
Advertisements that are found on TV
Advertisements that are found in magazines 3
10
5
42
37
39
34
31
30
25
21
19
Very Important (7-9)
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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46
54
53
78
72
70
70
Bottom 3
(3%)
(4%)
(7%)
(10%)
(16%)
(17%)
(19%)
(19%)
(23%)
(26%)
(30%)
(30%)
(30%)
(38%)
(39%)
(52%)
(60%)
(61%)

What is Considered When Buying OTC Medications?
Spectators (Ranked by Mean Score)
“When you are considering buying an over the counter medication for your own use, –
by over the counter we mean any medication you can buy at a drugstore off the shelf without
a prescription such as allergy medicine, heartburn or stomach remedies, pain medication,
antibiotic ointments, etc, how important are each of the following to your purchase decision?
On a scale of 1 to 9 with 1 being not important at all and 9 being extremely important,
how important is:” Scale of 1-9 of Importance
Advice from a doctor
Advice from the pharmacists
Past experience with that type of product
Past experience with that particular brand of product
Price
Ingredients
It’s available where you are shopping for other items
Convenience
Brand name
Advice from family or friends
Information at the shelf
Advice from a health information website
Advice from a medical information website
Advice from a product information website
Advice from a consumer information website
In-store advertisements and flyers
Advertisements that are found in magazines
Advertisements that are found on TV 6
22
19
20
21
10
15
13
14
11
7
10
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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47
46
40
37
34
31
29
Very Important (7-9)
Bottom 3
(11%)
(9%)
(12%)
(14%)
(13%)
(16%)
(16%)
(21%)
(19%)
(23%)
(24%)
(32%)
(31%)
(34%)
(36%)
(34%)
(43%)
(47%)

Brand Name vs. No Name
•
•
•
About one quarter of Canadians believe that the brand name and the no name version
of an over the counter medication or a health product are the same.
A plurality of Canadians believe that brand name and no name versions of these
medications and health supplements are mostly the same.
Walkers are slightly more likely than other segments to believe that brand and no
name versions of medications and health supplements are the same or very similar.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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48

Brand Name vs. No Name – OTC Medication
“And for most over the counter medications, do you think brand name products and the no
name or private label options are usually exactly the same, mostly the same, slightly the same,
or not at all the same?”
Total
Runners
Walkers
24
24
29
Spectators 25
54
16 4
Exactly the same Mostly the same Slightly the same Not at all the same
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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49
58
55
57
13
16
12
4
4
2

Brand Name vs. No Name – Health Supplements
“And for most health products or supplements, do you think the brand name and the no
name or private label options are exactly the same, mostly the same, slightly the same,
or not at all the same?”
Total
Runners
Walkers
22
21
24
Spectators 23
52
17 8
53
Exactly the same Mostly the same Slightly the same Not at all the same
55
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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50
56
18
21
17
5
5
3

Brand Name vs. No Name
•
•
•
•
The comparative portraits of the brand name versus the generic, no name or private
label is very similar whether OTC medication or health supplement.
The brand name is seen to be superior across several characteristics but is most
distinguished from no name or private labels by its expense.
More than half of Canadian consumers see brand name products as more expensive
and 28% see it as much more expensive.
Walkers – the most brand name skeptical of any segment – are the most likely to see the
brand name as more expensive (67%) – almost 40% see it as much more expensive.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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51

Brand Name vs. No Name
•
•
•
•
•
Commitment to a brand name relies on the combined weight of its perceived advantages
across several key attributes to outweigh its perceived disadvantage – higher cost.
The gap between its perceived disadvantage – higher price – and its perceived
advantages is biggest for Walkers and Spectators – they rate the advantages as less
and are very price sensitive – making a brand name a poorer value proposition.
The value proposition is highest for Runners – who while they see it as more expensive
also rate it as more trustworthy, more effective, higher quality, and the producer
as more accountable.
Spectators more than any other segment are driven by price – almost three quarters will
opt for the lower priced no name or private label product – two thirds of Walkers but just
half of Runners will opt for the cheaper product.
Not only do Runners rate all advantages of brand names higher – half wonʼt opt for no
name even if it is a lot less expensive.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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52

Brand Name vs. No Name
•
•
•
•
The perceived advantages of the brand name become critical to those who are
considering factors other than price – particularly among Walkers.
Walkers are the harder market here – they are more skeptical generally of the value
of brand names across product categories.
The strongest of the perceived advantages of the brand name product over
the no name or private label product are quality, trustworthiness, accountability
of the producer and effectiveness.
Safety and strictly regulated are less strong advantages.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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53

Brand Name vs. No Name: Expensive
“And generally, when you consider a brand name of an over the counter medication compared
to a private label or no name of the same type of over the counter medication, how do you think
a brand name compares to a no name product, would you say it is much more, somewhat
more, somewhat less or much less of each of the following? Expensive”
Total
Runners
Walkers
28
25
36
28
34
Spectators 16
27
38
14 5
Much more Somewhat more Exactly the same Somewhat less Much less
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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54
31
19
24
8
18
19
15
7
6
2

The Appeal of a Low Price
“For each of the following statements, please tell us if you strongly agree, somewhat agree,
somewhat disagree, or strongly disagree. I will buy whichever brand of a product is cheapest.”
Total
Runners
Walkers
12
13
12
32
28
30
Spectators 8
44
25
18 5
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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55
28
32
35
23
23
21
5
4
2

The Appeal of a No Name Product
“For each of the following statements, please tell us if you strongly agree, somewhat agree,
somewhat disagree, or strongly disagree. If the no name or private label brand of a product
is a lot cheaper than the brand name product, I will buy the no name product.”
Total
Runners
Walkers
19
26
31
32
Spectators 21
51
16 6 6
38
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
37
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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56
32
19
19
12
12
11
5
5
2

Brand Name vs. No Name: High Quality
“And generally, when you consider a brand name of an over the counter medication
compared to a private label or no name of the same type of over the counter medication,
how do you think a brand name compares to a no name product, would you say it is much
more, somewhat more, somewhat less or much less of each of the following? High quality”
Total
Runners
Walkers
9
13
18
29
25
30
Spectators 8 27
58
6 1
Much more Somewhat more Exactly the same Somewhat less Much less
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
57
54
55
45
8
7
7
1

Brand Name vs. No Name: Safe
“And generally, when you consider a brand name of an over the counter medication
compared to a private label or no name of the same type of over the counter medication,
how do you think a brand name compares to a no name product, would you say it is much
more, somewhat more, somewhat less or much less of each of the following? Safe”
Total
Runners
Walkers
13
11
19
17
20
25
Spectators 8 16
69
6 1
Much more Somewhat more Exactly the same Somewhat less Much less
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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58
65
67
49
4 1
7
3
1

Brand Name vs. No Name – OTC: Effective
“And generally, when you consider a brand name of an over the counter medication
compared to a private label or no name of the same type of over the counter medication,
how do you think a brand name compares to a no name product, would you say it is much
more, somewhat more, somewhat less or much less of each of the following? Effective”
Total
Runners
Walkers
12
10
20
20
20
26
Spectators 6 20
68
5 1
Much more Somewhat more Exactly the same Somewhat less Much less
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
59
62
65
50
6
5
5
1

Brand Name vs. No Name – OTC: Trustworthy
“And generally, when you consider a brand name of an over the counter medication
compared to a private label or no name of the same type of over the counter medication,
how do you think a brand name compares to a no name product, would you say it is much
more, somewhat more, somewhat less or much less of each of the following? Trustworthy”
Total
Runners
Walkers
13
13
20
22
21
26
Spectators 5 21
66
8 1
Much more Somewhat more Exactly the same Somewhat less Much less
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
60
56
58
45
8
9
9
1

Brand Name vs. No Name – OTC: Producer Accountability
“And generally, when you consider a brand name of an over the counter medication compared to
a private label or no name of the same type of over the counter medication, how do you think a
brand name compares to a no name product, would you say it is much more, somewhat more,
somewhat less or much less of each of the following? Producer is accountable for the product”
Total
Runners
Walkers
8
13
16
21
19
31
Spectators 5 20
69
5 1
Much more Somewhat more Exactly the same Somewhat less Much less
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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61
61
64
47
6
6
6
1
1
1

Brand Name vs. No Name – OTC: Strict Regulation
“And generally, when you consider a brand name of an over the counter medication compared
to a private label or no name of the same type of over the counter medication, how do you
think a brand name compares to a no name product, would you say it is much more, somewhat
more, somewhat less or much less of each of the following? Strictly regulated”
Total
Runners
Walkers
11
8
17
19
17
25
Spectators 6 24
67
21
Much more Somewhat more Exactly the same Somewhat less Much less
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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62
66
69
55
4
4
1
4

Brand Loyalty
•
•
•
•
•
Forty five percent of Canadians almost always use the same brand of OTC
medications – there is no difference among segments in this loyalty.
However, Spectators are more likely than Walkers or Runners to rarely use the
same brand – they are serious brand shoppers.
Half of Walkers and Runners are brand shopping – only sometimes using the
same brand.
Health supplement brand names command less loyalty with just over one third
of Walkers and Runners (the heavy health supplementsʼ users) who are always
using the same brand.
Close to two thirds of all consumer segments are brand-open but this is
particularly true for Spectators.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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63

Brand Loyalty – OTC Medications
“Would you say that you almost always use the same brand of a product, sometimes use
the same brand, rarely use the same brand or never use the same brand when it comes to
over the counter medications?”
Total
Runners
Walkers
40
45
44
Spectators 44
38
13 5
Almost always use the same brand Sometimes use the same brand Rarely use the same brand Never use the same brand
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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64
53
48
52
6
6
4
1
1

Brand Loyalty – Health Supplements
“Would you say that you almost always use the same brand of a product, sometimes use
the same brand, rarely use the same brand or never use the same brand when it comes to
health supplements?”
Total
Runners
Walkers
39
36
36
Spectators 29
51
12 8
Almost always use the same brand Sometimes use the same brand Rarely use the same brand Never use the same brand
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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65
49
52
58
8
9
4
4
2
3

Why Switch Brands?
•
•
•
Runners will switch brands based on a recommendation by a friend, because the
new product offers additional health benefits or because their normal brand isnʼt
conveniently available. Price is of secondary importance.
Walkers will try a new brand because theyʼve found their normal brand doesnʼt
work as well, there is an additional health benefit to the new brand or the new
brand is cheaper.
For Spectators, price trumps all – followed by personal experience with the brand.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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66

Why Switch Brands? – Runners
“Using a scale of one to nine where one means it is never a reason for buying a different brand
and nine means it is commonly a reason for buying a different brand, please tell us how much of
a reason it is for you to change brands of the same kind of product if:” (Ranked by mean score)
The new brand offers additional health benefits
I have found my regular brand isn’t working as well as it used to
I had a bad experience with my regular brand
My regular brand isn’t in the store at the time
The new brand is on sale
The new brand is cheaper than my regular brand
Someone recommended that I try the new brand
I became interested in the new brand through TV and magazine ads
I became interested in the new brand through in-store advertisements and flyers 28 51 21
It is commonly a reason for buying a different brand It is sometimes a reason for buying a different brand
It is never a reason for buying a different brand
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
67
28
51
51
52
48
50
48
52
53
38
33
40
36
37
41
45
11
15
12
14
15
54
8
13

Why Switch Brands? – Walkers
“Using a scale of one to nine where one means it is never a reason for buying a different brand
and nine means it is commonly a reason for buying a different brand, please tell us how much of
a reason it is for you to change brands of the same kind of product if:” (Ranked by mean score)
I have found my regular brand isn’t working as well as it used to
I had a bad experience with my regular brand
The new brand offers additional health benefits
The new brand is on sale
My regular brand isn’t in the store at the time
The new brand is cheaper than my regular brand
Someone recommended that I try the new brand
I became interested in the new brand through in-store advertisements and flyers
I became interested in the new brand through TV and magazine ads 11 38 52
It is commonly a reason for buying a different brand It is sometimes a reason for buying a different brand
It is never a reason for buying a different brand
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
68
13
32
49
59
53
52
56
51
48
49
33
35
26
38
34
29
39
12
14
13
18
13
15
19

Why Switch Brands? – Spectators
“Using a scale of one to nine where one means it is never a reason for buying a different brand
and nine means it is commonly a reason for buying a different brand, please tell us how much of
a reason it is for you to change brands of the same kind of product if:” (Ranked by mean score)
The new brand is cheaper than my regular brand
I have found my regular brand isn’t working as well as it used to
The new brand is on sale
My regular brand isn’t in the store at the time
I had a bad experience with my regular brand
The new brand offers additional health benefits
Someone recommended that I try the new brand
I became interested in the new brand through TV and magazine ads
I became interested in the new brand through in-store advertisements and flyers 6 58 36
It is commonly a reason for buying a different brand It is sometimes a reason for buying a different brand
It is never a reason for buying a different brand
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
69
11
3
21
22
15
32
24
24
57
65
67
65
58
61
59
54
40
14
14
18
17
18
20
22

Shopping Habits
•
•
•
•
•
About 27% of Canadians browse in the store to look at different products –
this is particularly high (33%) for male Runners, one third of whom are taking
a health supplement daily and more than half at least weekly.
39% of Canadians browse in the store to look at different brands of a product –
this is highest for Walkers, the most brand skeptical.
Women of all segments are more likely to consider different brands and to be more
price sensitive than men.
35% of Canadians go into the store knowing exactly which product and which brand
they will buy.
Men in all segments are more likely than women to go into the store knowing which
product and which brand they will purchase.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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70

Health Supplements – Browsing
“When you are buying a health product, do you usually?”
Total
Runners
Walkers
27
27
28
Spectators 29
31
40
39
36
41
Browse to look at different products Browse to choose between different brands of the same product
Go in knowing which item and which brand you will buy
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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71
35
37
31

OTC Medication – Browsing
“When you are buying an over the counter medication, do you usually:”
Total
Runners
Walkers
26
25
29
Spectators 23
31
46
35
34
39
Browse to look at different products Browse to choose between different brands of the same product
Go in knowing which item and which brand you will buy
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
72
39
37
36

Awareness of New Products
•
•
•
•
•
Most Canadians learn about new products from a doctor or a pharmacist.
Word of mouth from a friend or family member is the next most common new product
alert system.
TV advertising is an important source of new product awareness for all segments.
For Walkers and Spectators, in store flyers are a good source of new product information.
For Walkers and Runners, medical and health websites are a good source – 60% of
Runners and 46% of Walkers have learned about a new product at least some of the
time from a health website – this falls to less than 30% for Spectators.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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73

Awareness of New Products – Runners
“For each of the following, how often is it the source that makes you aware of a new product?
Is it most of the time, some of the time, rarely or never?” (Ranked by mean score)
Your Doctor
Pharmacists
Friends and family
A health information website
A medical information website
Advertisements that are found on TV
A consumer information website
A product website
In-store advertisements or flyers
Research organizations
The website of the company that makes the product
Federal government
Provincial government
Advertisements that are found in magazines
48
37
22
18
15
15
13
12
8
12
15
16
15
11 26
7 14
Facebook
Twitter 5 17 20
46
13
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
74
42
43
40
39
41
47
40
31
31
31
29
53
34
40
36
27
27
24
34
31
32
30
34
34
32
Most of the time Some of the time Rarely Never DK/NA
39
13 13
14 5 3
18 7 1
10 3
12 3
17 4
11 2
13 4
10 2
14 4
17 3
18 2
19 4
23 7
11

Awareness of New Products – Walkers
“For each of the following, how often is it the source that makes you aware of a new product?
Is it most of the time, some of the time, rarely or never?” (Ranked by mean score)
Your Doctor
Pharmacists
Friends and family
In-store advertisements or flyers
A health information website
Advertisements that are found on TV
A medical information website
A consumer information website
Research organizations
A product website
Advertisements that are found in magazines
Provincial government
Federal government
The website of the company that makes the product
47
31
19
8
35
6
40
9 32
8 34
6 30
3 29
4 26
4 25
2 23
2 22
3 21
1 8 17
Facebook
Twitter 2 3 11
72
12
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
75
33
45
50
35
31
35
34
37
41
38
37
42
43
38
66
13
14
22
18
19
20
20
24
20
28
30
28
28
32
Most of the time Some of the time Rarely Never DK/NA
4
6
6
3
5
3
4
5
4
4
4
6
5
4
4
5
5
9

Awareness of New Products – Spectators
“For each of the following, how often is it the source that makes you aware of a new product?
Is it most of the time, some of the time, rarely or never?” (Ranked by mean score)
Your Doctor
Pharmacists
Friends and family
Advertisements that are found on TV
In-store advertisements or flyers
A medical information website
A health information website
Research organizations
A consumer information website
Provincial government
Federal government
A product website
Advertisements that are found in magazines
The website of the company that makes the product
28
20
7
42
7 30
5 30
4 24
4 23
5 22
4 23
5 19
4 19
2 22
3 17
4 17
2 10 22
Facebook
Twitter 5 6 17
62
10
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- -
76
43
44
39
42
39
37
43
42
41
45
41
35
41
32
58
11
23
22
18
25
26
29
30
29
30
29
29
34
Most of the time Some of the time Rarely Never DK/NA
11
11
15
6
4
4
6
5
7
5
5
6
5
5
5
5
5
7

Conclusions
•
•
•
•
•
•
Generally, health supplements such as vitamin, mineral and herbal supplements
should expect growth.
Traditional over the counter medications may experience small declines in market.
All consumers trust doctor and pharmacistʼs advice re: product decisions.
Personal experience with the product and with the brand are also key influencers.
All things being equal, there is inertia when it comes to brand loyalty.
Moving consumers off one to brand to another is most likely to occur because their
normal brand is unavailable at that time and location, they have had a bad or less
than effective experience with it, a comparable product is cheaper/on sale, or a
comparable product has an additional health benefit to its use.
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Conclusions
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•
•
Brand name products are seen as more expensive than no name or private label
brands but brand name products have a perceived advantage especially in terms of
quality, effectiveness, trustworthiness and accountability for product.
Just less than half (45%) of Canadians are brand loyal, the rest are shopping between
brands – decisions re: which brand to buy varies by consumer segment.
The shelf is an important source of information, just over one quarter of Canadians
are browsing in the store looking among different types of products, almost 40% are
browsing among different brands and just over one third go into the store knowing
exactly which product and which brand they will purchase.
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Conclusions
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Besides doctors, pharmacists and word of mouth from family and friends,
TV advertising, health and medical websites and in store flyers and
advertisements are key sources of alerting consumers to new products.
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Conclusions – Runners
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•
•
•
Runners (29%) of Canadians are a growing health supplements market while at the same
time they (in particular Runner women) are not reducing their use of OTC medications.
One third of Runners are using more health supplements than they did before.
While they consider expert advice in terms of product choice, they privilege it less than
other segments and also rely on health and medical websites, the brand name, consumer
and product websites.
Price and ingredients are key to this segment but convenience is essential.
Runners are the most likely to believe that a brand name is superior to a no name or
private label in terms of quality, trustworthiness, accountability and effectiveness.
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Conclusions – Runners
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•
•
This highly ambitious segment is the only one that will respond to communications
about an OTC medication or health supplement improving their performance
during the day.
While Runners tend to be more enamoured of brand names and perceive a greater
difference between brand names and no name or private label products, they are
still weighing other factors.
Runners are easily accessed through a variety of mediums and are more likely to
learn about new products through websites as through traditional media.
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Conclusions – Walkers
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•
•
Walkers (46% of Canadians) are the largest market simply because of their size,
but are the least frequent users of OTC medications and are trying to reduce their
consumption of these products.
But they are a strong health supplements market. This segment sees strong
advantages to health supplements instead of traditional synthetic products.
But despite seeing many advantages to health supplements vs. traditional OTC
medications, growth in the segment is hampered by the perception that health
supplements are not as stringently regulated as traditional OTC medications.
Walkers rely on expert advice, personal experience, ingredients, price and
convenience when choosing a product. Brand name, social websites, and product/
consumer sites have very little resonance with this group. Only about 30%
of Walkers can be reached through medical and health websites.
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Conclusions – Walkers
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•
•
•
•
Walkers are the least likely to be enamoured of a brand name. And they are the
most likely to see brand names as more expensive than no name or private label.
This segment is looking for value for money – because brand names are seen to
be significantly more money, the perceived superior quality, effectiveness and
trustworthiness of brand names are important to the value for money proposition.
Price, a bad personal experience, or unavailability are the main reasons this
consumer will try a new brand.
A comparative product with an added health benefit will also entice this consumer
to switch.
Walkers learn about new products best through doctors, pharmacists, friends,
TV ads, medical and health websites or in store flyers.
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REPORT
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Conclusions – Spectators
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•
•
Spectators (26% of Canadians) are strong consumers of both OTC medications and
health supplements. This most skeptical of all segments are not overly convinced that
natural health supplements are superior to, or can replace, traditional over the counter
medications. As a consequence, growth in health supplements among this segment
is very modest.
This segment more than any other privileges expert advice and price when making
a product choice. They are the least loyal to any particular brand and particularly
sensitive to price.
For many attributes which could be an advantage to a brand name such as quality,
effectiveness and trustworthiness, this segment of consumers is the least likely
to see the brand name as distinct from the no name.
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Conclusions – Spectators
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•
•
In fact with most seeing brand name and no name supplements as mostly the same,
almost three quarters would opt for a no name or private label product if it were
significantly cheaper than a brand name.
Spectators are most easily apprised of new product through their doctor,
pharmacists, friends and family or in-store flyers.
Websites – either medical, health, or product – are not a good means of reaching
this segment.
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