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The Green Consumer - UK - March 2014

“Green consumer habits have become increasingly driven by the financial advantages they bring to the consumer. However, consumers have also come to expect a high level of environmental and ethical integrity from the brands they patronize, despite the fact that they are often unprepared to pay more for the benefits.”

– Jack Duckett, Lifestyles Analyst

Some questions answered in this report include:

  • How can consumers be encouraged to recycle more?
  • Is there impetus on manufacturers to be ethical?
  • To what extent can financial benefits drive green habits?

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Recycling the main green household habit
              • Figure 1: Green household habits, December 2013
            • Over half of consumers feel responsible for the environment
              • Figure 2: Reasons for being green, December 2013
            • Buying British dominates green and ethical considerations
              • Figure 3: Green factors considered when shopping, December 2013
            • Younger consumers demand to see results
              • Figure 4: Attitudes to green personal behaviour, December 2013
            • What we think
            • Issues and Insights

                • Consumers could be encouraged to recycle more
                  • The facts
                    • The implications
                      • Impetus on manufacturers to be ethical
                        • The facts
                          • The implications
                            • Green habits driven by financial benefits
                              • The facts
                                • The implications
                                • Trend Application

                                    • Trend: Edutainment
                                      • Trend: Buydeology
                                        • Mintel futures: Brand Intervention
                                        • Market Drivers

                                          • Key points
                                            • Trends in gas and electricity prices
                                              • Figure 5: Consumer prices index trends - gas and electricity components, UK, 2002-12
                                            • Cold winters drive high energy consumption
                                              • Figure 6: Trends in days of air frost by season, 2008-13
                                              • Figure 7: Trends in UK Domestic energy consumption by end use, 2000, 2010, 2011 and 2012
                                            • Factors affecting energy consumption
                                              • Figure 8: Trends in output and intensity factors affecting the change in energy consumption in the UK, 1990-2011
                                            • Trends in distance travelled using various transport
                                              • Figure 9: Trends in average distance travelled, Great Britain, 2006-11
                                            • Household recycling rates stagnate
                                              • Figure 10: Household waste recycling rate in England, 2000/01-2012/13
                                            • Proportion of food and drink wasted by households
                                              • Figure 11: UK percentage of edible food purchases that are wasted by households, September 2013
                                            • Biggest food concerns
                                              • Figure 12: Proportion of people concerned about certain food issues, May 2013
                                            • Concerns about origins of food
                                              • Figure 13: Proportion of people concerned about where food is produced, September 2012
                                          • The Consumer – Green Shopping Habits

                                            • Key points
                                              • Shopping habits
                                                • Figure 14: Green shopping habits, December 2013
                                              • Bag it up
                                                • Local and seasonal
                                                    • Figure 15: Agreement with the statements “I buy products grown/produced locally” and “I buy organic, natural, fair-trade grocery products” either all the time or sometimes, by socio-economic group, December 2013
                                                    • Figure 16: Examples of own-label organic product launches, 2013-14
                                                  • Bulk buying driven by financial rather than green concerns
                                                    • Second hand savings
                                                      • Women prove greener than men
                                                        • Figure 17: Percentage point difference to which women are more likely than men to have various green shopping habits, December 2013
                                                      • Parents keen to demonstrate green shopping tactics
                                                        • Figure 18: Number of green shopping habits, by presence of children in the household, December 2013
                                                    • The Consumer – Green Household Habits

                                                      • Key points
                                                        • Recycling the main green household habit
                                                          • Figure 19: Green household habits, December 2013
                                                        • City dwellers embrace green travel
                                                          • Figure 20: Green travel habits (‘all the time’ responses are shown), by location, December 2013
                                                        • Environmental charities benefit from uptick in consumer sentiment
                                                          • Figure 21: Proportion of people who support an environmental charity (‘all the time’ and ‘sometimes’ responses are shown), December 2013
                                                        • Rate of recycling slows
                                                          • Growth in water conservation
                                                              • Figure 22: Examples of products launched by Unilever, 2012
                                                            • Increase in hybrid car drivers
                                                              • Consumers prove greener at home
                                                                • Figure 23: Number of green shopping and household habits (‘all the time’ and ‘sometimes’ responses are shown), December 2013
                                                            • The Consumer – Motivations for Being Green

                                                              • Key points
                                                                • Overview of green motivations
                                                                  • Figure 24: Reasons for being green, December 2013
                                                                • Waste not, want not
                                                                  • Figure 25: Agreement with the statement “I do not like to waste”, by age, December 2013
                                                                • Brands should cater for one-person households
                                                                  • Over four in 10 agree that their green behaviour is financially-driven
                                                                    • Figure 26: Agreement with the statement “It saves me money/saves my family money”, by gender and age, December 2013
                                                                  • Green expectation
                                                                    • Personal connection drives green attitudes
                                                                      • Figure 27: Attitudes towards green personal and retailer behaviour, December 2013
                                                                  • The Consumer – Green Considerations when Shopping

                                                                    • Key points
                                                                      • Buying British dominates green and ethical considerations
                                                                        • Figure 28: Green factors considered when shopping, December 2013
                                                                      • Provenance considered by four in 10
                                                                        • One in five seek organic/natural products
                                                                          • Figure 29: Green factors considered when shopping, organic/natural, by socio-economic group, December 2013
                                                                        • Animal welfare a key consideration
                                                                          • Older consumers loyal to British products
                                                                            • Figure 30: Green factors considered when shopping, by age, December 2013
                                                                          • Brands could prove their ethical credentials on social media
                                                                            • Companies scrutinised over financial responsibility
                                                                              • Three-quarters of adults pay attention to green considerations
                                                                                • Figure 31: Number of green factors considered when shopping, December 2013
                                                                              • Brands dominate ethical claims
                                                                                • Figure 32: New product launches with ethical claims, % share of own-label and branded products, 12 months to Jan 2014
                                                                            • The Consumer – Attitudes to Green Personal Behaviour

                                                                              • Key points
                                                                                • Younger consumers demand to see results
                                                                                  • Figure 33: Attitudes to green personal behaviour, December 2013
                                                                                • Consumers seek incentives to recycle more
                                                                                  • Figure 34: Attitudes to green personal behaviour, December 2013
                                                                                • Opportunity to incentivise recycling
                                                                                  • Figure 35: Proportion of adults who recycled or were interested in recycling unwanted or old items in return for vouchers, by age, October 2013
                                                                              • The Consumer – Attitudes to Green Retailer Behaviour

                                                                                • Key points
                                                                                  • Consumers demand retailers reduce waste
                                                                                    • Figure 36: Attitudes to green retailer behaviour, December 2013
                                                                                  • Social responsibility important to one in five
                                                                                    • Personal gratification motivates people to think highly of ethical companies
                                                                                      • Figure 37: Attitudes to green personal and retailer behaviour, by consumer group, December 2013
                                                                                  • Appendix – Demographic Overview

                                                                                      • Figure 38: Demographic overview, Gender and Age, December 2013
                                                                                      • Figure 39: Demographic overview, Greater London Region and Area, December 2013
                                                                                      • Figure 40: Demographic overview, socio-economic group December 2013
                                                                                      • Figure 41: Demographic overview, household income, December 2013
                                                                                      • Figure 42: Demographic overview, presence of children in household, December 2013
                                                                                      • Figure 43: Demographic overview, household size, December 2013
                                                                                      • Figure 44: Demographic overview, trends in financial situation, December 2013
                                                                                  • Appendix – Issues and Insights

                                                                                      • Figure 45: Index of products launched carrying the ‘recyclable’ claim across the Food, Drink, Beauty & Personal Care, Household, Health & Hygiene categories, Jan 2009-Feb 2014
                                                                                  • Appendix – Market Drivers

                                                                                      • Figure 46: Trends in how respondents would describe their financial situation, February 2009-December 2013
                                                                                      • Figure 47: UK households, by size, 2008-18
                                                                                  • Appendix – The Consumer – Green Shopping Habits

                                                                                      • Figure 48: Green shopping habits, December 2013
                                                                                      • Figure 49: Green shopping habits – I take my own bags when I go grocery shopping, by demographics, December 2013
                                                                                      • Figure 50: Green shopping habits – I buy seasonal fruit and vegetables, by demographics, December 2013
                                                                                      • Figure 51: Green shopping habits – I buy in bulk, by demographics, December 2013
                                                                                      • Figure 52: Green shopping habits – I borrow some things instead of buying them, by demographics, December 2013
                                                                                      • Figure 53: Green shopping habits – I buy second-hand items, by demographics, December 2013
                                                                                      • Figure 54: Green shopping habits – I buy products grown/produced locally, by demographics, December 2013
                                                                                      • Figure 55: Green shopping habits – I buy products with minimal packaging, by demographics, December 2013
                                                                                      • Figure 56: Green shopping habits – I buy organic/natural/fair-trade grocery products, by demographics, December 2013
                                                                                      • Figure 57: Green shopping habits – I attend ‘big swap’ or ‘swishing’ events to swap items I no longer need with others, by demographics, December 2013
                                                                                    • Repertoire of the net 'all the time+sometimes'
                                                                                      • Figure 58: Repertoire of green shopping habits, by demographics, December 2013
                                                                                      • Figure 59: Percentage share of products carrying ‘Organic’ claim, in Food, Drink, Beauty & Personal Care, Household, Health & Hygiene categories, February 2013-January 2014
                                                                                  • Appendix – The Consumer – Green Household Habits

                                                                                      • Figure 60: Green household habits, December 2013
                                                                                      • Figure 61: Green household habits – I recycle, by demographics, December 2013
                                                                                      • Figure 62: Green household habits – I turn down/off the heating when not at home, by demographics, December 2013
                                                                                      • Figure 63: Green household habits – I turn off or unplug appliances when not in use, by demographics, December 2013
                                                                                      • Figure 64: Green household habits – I avoid driving if i Do not have to, by demographics, December 2013
                                                                                      • Figure 65: Green household habits – I walk or cycle to places that i can, by demographics, December 2013
                                                                                      • Figure 66: Green household habits – I compost my food waste, by demographics, December 2013
                                                                                      • Figure 67: Green household habits – I try to take shorter showers, by demographics, December 2013
                                                                                      • Figure 68: Green household habits – I try to use less water or re-use water, by demographics, December 2013
                                                                                      • Figure 69: Green household habits – I travel by public transport, by demographics, December 2013
                                                                                      • Figure 70: Green household habits – I wash my clothes in cold water, by demographics, December 2013
                                                                                      • Figure 71: Green household habits – I support an environmental charity/organisation, by demographics, December 2013
                                                                                      • Figure 72: Green household habits – I drive a hybrid/electric car, by demographics, December 2013
                                                                                    • Repertoire of net ' all the time+ sometimes
                                                                                      • Figure 73: Repertoire of green household habits, by demographics, December 2013
                                                                                  • Appendix – The Consumer – Motivations for Being Green

                                                                                      • Figure 74: Reasons for being green, December 2013
                                                                                      • Figure 75: Most popular reasons for being green, by demographics, December 2013
                                                                                      • Figure 76: Next most popular reasons for being green, by demographics, December 2013
                                                                                      • Figure 77: Other reasons for being green, by demographics, December 2013
                                                                                      • Figure 78: Green household habits, by most popular reasons for being green, December 2013
                                                                                    • Repertoire for motivations for being green
                                                                                      • Figure 79: Repertoire of reasons for being green, by demographics, December 2013
                                                                                  • Appendix – The Consumer – Green Considerations When Shopping

                                                                                      • Figure 80: Green factors considered when shopping, December 2013
                                                                                      • Figure 81: Most popular green factors considered when shopping, by demographics, December 2013
                                                                                      • Figure 82: Next most popular green factors considered when shopping, by demographics, December 2013
                                                                                    • Repertoire for green considerations when shopping
                                                                                      • Figure 83: Repertoire of green factors considered when shopping, by demographics, December 2013
                                                                                  • Appendix – The Consumer – Attitudes to Green Personal Behaviour

                                                                                      • Figure 84: Green attitudes, December 2013
                                                                                      • Figure 85: Most popular green attitudes, by demographics, December 2013
                                                                                      • Figure 86: Next most popular green attitudes, by demographics, December 2013
                                                                                  • Appendix – The Consumer – Attitudes to Green Retailer Behaviour

                                                                                      • Figure 87: Green attitudes, December 2013
                                                                                      • Figure 88: Most popular green attitudes, by demographics, December 2013
                                                                                      • Figure 89: Next most popular green attitudes, by demographics, December 2013

                                                                                  Companies Covered

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                                                                                  The Green Consumer - UK - March 2014

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