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The Green Household Consumer - UK - August 2015

The Green Household Consumer - UK - August 2015

“Performance and price dominate consumer considerations when it comes to shopping for household care products, with other factors, including environmental impact, falling by the wayside. A focus on the potential health benefits of eco-friendly formulations in addition to their minimal impact on the environment could help to drive consumer interest and engagement in this market.”

– Jack Duckett, Consumer Lifestyles Analyst

This report looks at the following areas:

Engaging the senior market
Transcending cost concerns
Whose responsibility is the environment?


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Over two in five adults use an eco-friendly household care product
Figure 1: Usage of eco-friendly cleaning products vs regular cleaning products, by cleaning task, April 2015
Price remains significant obstacle for the market
Figure 2: Barriers to usage of eco-friendly cleaning products, April 2015
Low ranking for environmental considerations
Figure 3: Factors considered when purchasing household care products, April 2015
Sharing responsibility for the environment
Figure 4: Attitudes towards the environment and household care, April 2015
Tapping into healthy lifestyles trend
What we think
Figure 5: Attitudes towards the environment and household care (cont.), April 2015
ISSUES & INSIGHTS
Engaging the senior market
Transcending cost concerns
Whose responsibility is the environment?
THE MARKET
What you need to know
Recycling rates flatline
Consumer sentiment towards finances remains buoyant
Phosphates out
Steam cleaners pose threat to eco-friendly brands
Market drivers
Recycling rates stall
Figure 6: Household waste recycling rate in England, 2000/01-2013/14
Growing consumer confidence
Figure 7: Trends in how respondents would describe their financial situation, March 2010-May 2015
Attitudes towards germs
Figure 8: Any agreement with statements about germs and hygiene, November 2013
Phosphates phase out
Steam cleaners could pose a challenge to eco-brands
Figure 9: Usage of steam cleaning devices, July 2014
KEY PLAYERS
What you need to know
Environmentally-friendly remains the top claim in household care market
Repackaging reinforces USP
Smart technology-inspired terminology moves into household care
Refillable products on the increase
Eco-friendly brands appeal to parents
Launch activity and innovation
Half of all product launches carry environmentally-friendly claims
Figure 10: Selected claims carried by products on launches in household care category^, January 2012-June 2015
New players in the eco-friendly market
Figure 11: Examples of You by Salveco range (Mapa Spontex), 2014
Ecover repackages product range
Figure 12: Ecover repackaging, 2015
Method taps into smart technology claims
Figure 13: Method Lavender Cedar Laundry Liquid, 2014
Refillable household care product launches rise in 2014
Eco-friendly = child-friendly
What you need to know
Eco-friendly vs regular cleaning products
Young adults most engaged with eco-friendly household care market
Opportunity to raise awareness of eco-friendly market
Just one in five consider environmental impact of products
Updating natural ingredient claims
Sharing responsibility for the environment
Emphasising the health benefits of going green
Usage of eco-friendly household care
Over two in five adults use an eco-friendly product when carrying out household chores
Figure 14: Usage of eco-friendly cleaning products vs regular cleaning products, by cleaning task, April 2015
The health benefits of going green appeal to parents
Figure 15: Usage of eco-friendly cleaning products (any task) and agreement with the statement “I am concerned about the impact chemicals
in cleaning products have on my health/my family’s health”, by presence of own children, April 2015
Water contamination drives environmental concern
Raising awareness of eco-friendly products in the specialist cleaning segment
Figure 16: Specialist cleaning product launches by Ecover and its subsidiaries, 2014-15
Younger adults prove biggest users of eco-friendly cleaning products
Figure 17: Usage of eco-friendly cleaning products vs regular cleaning products, any task, April 2015
Barriers to using eco-friendly household care
Price remains the main barrier for eco-friendly cleaning products market
Figure 18: Barriers to usage of eco-friendly cleaning products, April 2015
Older adults prove most concerned over product efficacy
Figure 19: Selected barriers to usage of eco-friendly cleaning products, by age, April 2015
Opportunity for more in-store engagement
Figure 20: Tesco eco-friendly section, February 2015
Purchasing considerations
Just one in five consider environmental impact of products
Figure 21: Factors considered when purchasing household care products, April 2015
Eco-friendly product users swayed by well-known brands
Figure 22: Factors considered when purchasing household care products, by usage of eco-friendly/regular cleaning products, April 2015
Putting pets first
Figure 23: Method “Pet Friendly” slogan, March 2015
Eco-friendly product indicators
Natural ingredients the most common indicator of a green product
Figure 24: Eco-friendly product indicators, April 2015
Packaging recyclability
Not tested on animals important to nearly a third of shoppers
Opportunity to expand skin-friendly claims
Environmental attitudes
Sharing responsibility for the environment
Figure 25: Attitudes towards the environment and household care, April 2015
Just 15% agree that eco-cleaning products are worth the extra cost
Over three in 10 worry about the impact of household cleaning products on the environment
Figure 26: Attitudes towards the environment and household care (cont.), April 2015
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
Appendix – The consumer
Figure 27: Selected skin-related claims carried by household care^ products, 2014
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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