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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?

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Table of contents

  1. 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
            • Figure 5: Attitudes towards the environment and household care (cont.), April 2015
          • What we think
          • Issues and Insights

            • Engaging the senior market
              • The facts
                • The implications
                  • Transcending cost concerns
                    • The facts
                      • The implications
                        • Whose responsibility is the environment?
                          • The facts
                            • The implications
                            • 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
                                                    • The Consumer – 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

                                                                                      Companies Covered

                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                      The Green Household Consumer - UK - August 2015

                                                                                      £1,995.00 (Excl.Tax)