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Environmental Concerns in Household Cleaning - UK - February 2009

Environmental issues are now a key part of the consumer psyche and thus cannot be ignored in any market sector. Major household cleaning manufacturers and retailers have responded to the challenge by making changes to such factors as packaging, energy usage and the sourcing of raw materials. There has also been a plethora of launches based on ‘natural’ ingredients. However, much of this comes at a cost to the consumer – and the gloomy economic scenario is casting a long shadow over the future of these products.

Key report themes:
  • The rising importance of consumer concern about the environment and its move into everyday actions.

  • The response of the household products industry to these concerns and the opportunities for niche marketing.

  • How different product sectors have addressed the issues which specifically affect their products.

  • How manufacturers communicate with consumers.

  • How concern about the environment fits into the context of other consumer habits and needs.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Consumer education needed
              • Trend from Inspire: Greening of Home Care
                • Insights
                  • Changing priorities
                    • Trend from Inspire: Green Scepticism
                      • Insights
                        • Ripe for conversion
                          • Trend from Inspire: Greenfluencers
                            • Insights
                            • Market in Brief

                              • The scale of the issue
                                • Widespread pressure
                                  • Meeting the demand
                                    • But the opportunity may be limited
                                      • The economic downturn cannot be ignored – a lesson from the early 90s
                                        • Are green brands more expensive?
                                          • How has the green consumer changed?
                                          • Internal Market Environment

                                            • Key points
                                              • Climate change is a fundamental issue
                                                • Day to day measures
                                                  • Figure 1: Trends in attitudes towards the environment, 2003-07
                                                • Recycling becoming the norm
                                                  • Carbon footprints
                                                    • More natural formulations, fewer chemicals
                                                      • Resources
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Recycling is not necessarily the consumer’s choice
                                                            • Saving the environment as a secondary benefit
                                                              • Figure 2: Household energy costs, 2003-08
                                                              • Figure 3: Percentage change in PDI in current prices, 2003-13
                                                            • Population changes and effect on environmental opinion
                                                              • Figure 4: Changes in socio-economic groups, 2003-13
                                                              • Figure 5: Changes in UK household size , 2003-13
                                                              • Figure 6: Increases in workforce, by gender, 2003-13
                                                            • Regulation
                                                            • Household Cleaning in an Environmental Context

                                                              • Key points
                                                                • Figure 7: UK retail value sales of household products, by sector, 2003-08
                                                              • Flushing the world’s forests away
                                                                • The same but less
                                                                  • Making it personal
                                                                    • Fresh opportunities
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Decisions on the go
                                                                          • How much!
                                                                            • Figure 8: Trend in price-related motivations when shopping, 2003-07
                                                                          • Shopping on auto-pilot
                                                                            • Figure 9: Trends for motivation when shopping, 2003-07
                                                                          • Shoppers with a conscience
                                                                            • Figure 10: Trends in ethical motivation when shopping, 2004-08
                                                                          • Product alternatives – how much threat do they pose?
                                                                          • Strengths and Weaknesses in the Market

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                  • Green issues leading the way
                                                                                    • Figure 11: NPD in household products, by positioning, 2006-08
                                                                                  • The R-factor
                                                                                    • Caring issues
                                                                                      • Selfish or altruistic?
                                                                                        • Niche versus mainstream marketing
                                                                                          • Figure 12: NPD in environmentally-friendly household cleaning products (product or packaging), by company, 2008
                                                                                        • Increased attention from own-label
                                                                                          • Figure 13: NPD in household cleaning products with environmentally-friendly positioning, own-label vs branded, 2006-08
                                                                                        • What next?
                                                                                        • Retailer Initiatives

                                                                                          • Key points
                                                                                            • Green marketing
                                                                                              • Marks & Spencer
                                                                                                • Tesco
                                                                                                  • Sainsbury’s
                                                                                                    • Asda
                                                                                                      • Morrisons
                                                                                                        • The Co-operative Group
                                                                                                        • Companies and Products

                                                                                                          • Key points
                                                                                                            • Mainstream companies
                                                                                                              • Procter & Gamble
                                                                                                                • Unilever
                                                                                                                  • Reckitt Benckiser
                                                                                                                    • SC Johnson
                                                                                                                      • Kimberly-Clark
                                                                                                                        • Environmental specialists
                                                                                                                          • Ecover
                                                                                                                            • Method
                                                                                                                              • Aquados
                                                                                                                                • OzKleen
                                                                                                                                  • Earth Friendly
                                                                                                                                    • Seventh Generation
                                                                                                                                      • Alma Win
                                                                                                                                      • Brand Communication

                                                                                                                                        • Key points
                                                                                                                                          • Big spenders
                                                                                                                                            • Ariel leads the way
                                                                                                                                              • Figure 14: Household products advertising with enviromental positioning, by brand, 2006-08
                                                                                                                                            • The environment is not the be all and end all
                                                                                                                                              • Using emotions
                                                                                                                                                • Alternative ways
                                                                                                                                                • The Consumer – Use of Cleaning Products

                                                                                                                                                  • Key points
                                                                                                                                                      • Figure 15: Frequency of usage of household cleaning products, 2007
                                                                                                                                                      • Figure 16: Green NPD activity and proportion of heavy user, based on household product category, 2007
                                                                                                                                                  • The Consumer – History of Green Attitudes

                                                                                                                                                    • Key points
                                                                                                                                                      • The issues of the 1990s and lessons for the current recession
                                                                                                                                                          • Figure 17: Issues felt strongly enough about to deter from buying products/services, 1990, 1994 and 1998
                                                                                                                                                        • Younger worriers
                                                                                                                                                            • Figure 18: Those deterred by any environmental issue from buying products/services, 1990, 1994 and 1998
                                                                                                                                                          • The impact on consumers
                                                                                                                                                              • Figure 19: Willingness to buy environmentally-friendly products, 1990, 1994 and 1998
                                                                                                                                                          • The Consumer – Helping the Environment

                                                                                                                                                            • Key points
                                                                                                                                                              • The ‘politically correct’ response?
                                                                                                                                                                  • Figure 20: Attitudes towards the environment, October 2008
                                                                                                                                                                • Shades of opinion
                                                                                                                                                                  • A longer view
                                                                                                                                                                    • Marketing opportunities
                                                                                                                                                                      • Putting off the moment
                                                                                                                                                                        • Negativity among the young
                                                                                                                                                                          • Some people just don’t care
                                                                                                                                                                            • Shifting the responsibility
                                                                                                                                                                              • The cost factor
                                                                                                                                                                                • Putting beliefs into practice
                                                                                                                                                                                    • Figure 21: Actions taken to help the environment in the last 12 months, October 2008
                                                                                                                                                                                  • If there’s something in it for them?
                                                                                                                                                                                    • Widespread action
                                                                                                                                                                                      • The Ariel effect
                                                                                                                                                                                        • Recycling needs help
                                                                                                                                                                                          • But could the need for recycling diminish?
                                                                                                                                                                                            • Chemicals & Pollutants
                                                                                                                                                                                            • The Consumer – Household Products and the Environment

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Making decisions
                                                                                                                                                                                                    • Figure 22: Environmental concerns and household products, October 2008
                                                                                                                                                                                                  • Are green products really needed?
                                                                                                                                                                                                    • Purse before conscience
                                                                                                                                                                                                      • Doing the job
                                                                                                                                                                                                        • Opportunities to expand the product range
                                                                                                                                                                                                        • The Consumer – Further Analysis

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • People more eco-friendly than they give themselves credit for
                                                                                                                                                                                                              • Figure 23: How attitude towards the environment compares to environmental behaviour, October 2008
                                                                                                                                                                                                              • Figure 24: Behaviour according to attitudes, October 2008
                                                                                                                                                                                                            • ABC1s not as eco-friendly as they claim
                                                                                                                                                                                                            • Appendix

                                                                                                                                                                                                              • Advertising data
                                                                                                                                                                                                              • Appendix – Internal Market Environment: Detailed Demographics

                                                                                                                                                                                                                  • Figure 25: Trends for environmental statements, by demographics, 2007
                                                                                                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                                                                                                  • Figure 26: UK population trends by age, 2003-13
                                                                                                                                                                                                                  • Figure 27: Concerns of the British population, 2008-09
                                                                                                                                                                                                                  • Figure 28: Percentage point change in concerns among the British population from February 2008 to January 2009, by detailed demographics
                                                                                                                                                                                                                  • Figure 29: Percentage point change in concerns among the British population from February 2008 to January 2009, by detailed demographics (continued)
                                                                                                                                                                                                              • Appendix – Competitive Context: Detailed Demographics

                                                                                                                                                                                                                  • Figure 30: Motivation statements by demographics, 2007
                                                                                                                                                                                                                  • Figure 31: Motivation statements by demographics (continued), 2007
                                                                                                                                                                                                              • Appendix - The Consumer – History of Green Attitudes: Detailed Demographics

                                                                                                                                                                                                                  • Figure 32: Those deterred by any environmental issue from buying products/services, 1990-98
                                                                                                                                                                                                                  • Figure 33: Dark Green consumers, by detailed demographics, 1990-98
                                                                                                                                                                                                                  • Figure 34: Pale green consumers, by detailed demographics, 1990-98
                                                                                                                                                                                                                  • Figure 35: Armchair green consumers, by detailed demographics, 1990-98
                                                                                                                                                                                                                  • Figure 36: Those who are unconcerned about environmental matters, by detailed demographics, 1990-98
                                                                                                                                                                                                              • Appendix – The Consumer – Helping the Environment: Detailed Demographics

                                                                                                                                                                                                                  • Figure 37: Attitudes towards the environment, by detailed demographics, October 2008
                                                                                                                                                                                                                  • Figure 38: Attitudes towards the environment, by detailed demographics (continued), October 2008
                                                                                                                                                                                                                  • Figure 39: Attitudes towards the environment, by detailed demographics (continued), October 2008
                                                                                                                                                                                                                  • Figure 40: Attitudinal groups based on attitudes towards the environment, by detailed demographics, October 2008
                                                                                                                                                                                                                  • Figure 41: Attitudinal groups and their agreement with environmental statements
                                                                                                                                                                                                                  • Figure 42: Things done to help the environment in the last 12 months, by detailed demographics, October 2008
                                                                                                                                                                                                                  • Figure 43: Things done to help the environment in the last 12 months, by detailed demographics (continued), October 2008
                                                                                                                                                                                                                  • Figure 44: Things done to help the environment in the last 12 months, by detailed demographics (continued), October 2008
                                                                                                                                                                                                                  • Figure 45: Environmentally helpful actions done according to attitudinal group, October 2008
                                                                                                                                                                                                              • Appendix – The Consumer – Household Products and the Environment: Detailed Demographics

                                                                                                                                                                                                                  • Figure 46: Environmental concerns and household products, by detailed demographics, October 2008
                                                                                                                                                                                                                  • Figure 47: Environmental concerns and household products, by detailed demographics (continued), October 2008
                                                                                                                                                                                                                  • Figure 48: How attitude towards helping the environment affects attitudes towards environmental products, October 2008
                                                                                                                                                                                                              • Appendix – The Consumer – Further Analysis: Detailed Demographics

                                                                                                                                                                                                                  • Figure 49: Demographics of inactive versus active environmentalists, October 2008
                                                                                                                                                                                                                  • Figure 50: What inactive and active people have done more of to help the environment over the past 12 months, October 2008
                                                                                                                                                                                                                  • Figure 51: Full attitudes of active and inactive people towards the environment, October 2008
                                                                                                                                                                                                                  • Figure 52: Environmental concerns related to household products shopping habits of active and inactive people, October 2008

                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                              • Alliance Boots
                                                                                                                                                                                                              • Antony Worrall Thompson
                                                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                                                                              • Co-operative Group
                                                                                                                                                                                                              • Ecover UK
                                                                                                                                                                                                              • Energy Saving Trust
                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                              • Forest Stewardship Council
                                                                                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                                                              • Kimberly-Clark (UK)
                                                                                                                                                                                                              • Lidl (UK)
                                                                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                                                              • Office for National Statistics
                                                                                                                                                                                                              • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                              • OzKleen
                                                                                                                                                                                                              • Procter & Gamble UK & Ireland
                                                                                                                                                                                                              • Reckitt Benckiser (UK)
                                                                                                                                                                                                              • SC Johnson UK
                                                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                                                              • Unilever Plc
                                                                                                                                                                                                              • Veet
                                                                                                                                                                                                              • Waitrose
                                                                                                                                                                                                              • Waste & Resources Action Programme (WRAP)
                                                                                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                                                                                              Environmental Concerns in Household Cleaning - UK - February 2009

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