Although Mornwell places a high priority on its customers' health and wellbeing, they fall lacking when it comes to product innovation. Their range of consumables for the home and oral care is unimaginative and falls behind market trends. Additionally, despite having a helpful and friendly customer support staff, their shipping and handling procedure is cumbersome and ineffective. Mornwell must concentrate on enhancing their product offerings and streamlining their business processes if they hope to stay competitive in the market.