2022
9
UK Everyday Sustainability Market Report 2022
2022-02-15T03:02:13+00:00
OX1101325
2195
147928
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Report
en_GB
“Despite a highly positive self-assessment of their own eco-credentials, as climate change continues to worsen it is apparent that people are not leading anywhere near sustainable-enough lifestyles. While the consumer…

UK Everyday Sustainability Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Everyday Sustainability market report identifies consumer attitudes towards the sustainability market, everyday consumer sustainability, and consumer sustainability behaviour in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Everyday Sustainability market in the UK. 

Sustainability Market: Current Landscape

The COVID-19 outbreak has, however, accelerated the consumer urge to be more sustainable. But as businesses globally seek to prove their eco credentials, it is becoming a highly competitive space. This is making it harder for businesses to stand out as the sustainable option. The result is that much larger-scale action and green initiatives are needed if a brand is to take the lead and set the standard, as opposed to keeping up with consumer expectations.

  • 79% of adults consider themselves to at least lead a somewhat environmentally-friendly lifestyle.
  • 28% of adults saying the environment is of higher priority to them now than compared to before the pandemic.
  • 71% of adults agree that without change from big businesses the planet cannot be saved, a sentiment which is consistent across all demographics.

At first look at how consumers are embracing sustainability in the UK, it highlights the disparity between how consumers perceive the sustainability of their own lifestyle and how sustainable they actually are. Official data and climate events, such as rising temperatures and air pollution, is telling enough that consumer behaviour is not going far enough.

Sustainability Market: Future Trends 

Beyond their positive eco self-assessment, consumers appear more sceptical in their assessment of others. This too could prove a real barrier to change in the coming years, since if consumers feel that they are already playing their part in protecting the environment while others are not doing enough, they will not be motivated to make further behaviour changes, particularly when they inconvenience them.

Financial incentives have already proven to be one of the most effective ways of encouraging people to maintain stricter sustainable behaviours, but brands can also drive change by taking an educational stance. It is clear consumers aren’t as sustainable as they think they are, and so by providing them with information about the ecological footprint of their lifestyle choices, consumers can see where they are falling short which will in turn boost engagement with green behaviours and products.

Read on to discover more details or take a look at all of our UK Household, House and Home market research.

Quickly Understand

  • The impact of COVID-19 on consumer climate anxieties.
  • How consumers perceive the sustainability of their own lifestyle.
  • How the COVID-19 pandemic has made consumers live in a more or less environmentally-friendly way.
  • Frequency of eco-habits at home and when shopping.
  • Consumer attitudes towards sustainable living.
  • Eco-consumer typologies.
  • Launch and advertising activity of sustainable products and brands.

Covered in this Report

Brands: Beiersdorf (NIVEA), Garnier, Colgate-Palmolive, Neal’s Yard Remedies, Chantecaille Beauté), Unilever (Hellmann’s), Mondelēz (Cadbury), Nomad Foods (Birds Eye), BrewDog, Taylors of Harrogate, Fevertree.

Expert Analysis from a Specialist in the Field

This report, written by Francesca Smith, a leading analyst in the Household sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Despite a highly positive self-assessment of their own eco-credentials, as climate change continues to worsen it is apparent that people are not leading anywhere near sustainable-enough lifestyles. While the consumer is particularly keen to hold businesses responsible for the preventing further environmental damage, more can be done to drive behavioural changes in and out of the home. Carbon footprint-tracking technology in particular can help consumers to better understand the impact their lifestyles have, and consequently make it easier for them to make greener purchasing decisions.

Francesca Smith
Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
  2. Executive Summary

    • The market
    • A growing population will increase pressure on resources
      • Figure 1: UK Population estimates and projections, 1993-2041
    • Greenhouse gas emissions are falling
      • Figure 2: Estimated total greenhouse gas emissions, UK 1990-2020
    • Despite pandemic, transport sector is still largest contributor to carbon emissions
    • Recycling rates continue to fall short of 2020 pledge
    • Companies and brands
    • Rise in ethical product launches across all categories
      • Figure 3: Proportion of launches carrying ethical/environmental claims, by sector, January 2017 – November 2021
    • Environmentally-friendly packaging the prominent driver of eco NPD
      • Figure 4: Proportion of launches carrying environmentally friendly packaging claims, by sector, January 2017 – November 2021
    • Vegan-friendly launches and advertising on the rise
    • Carbon footprint highlighted in advertising
    • Brands create hard-hitting ads to urge consumer lifestyle changes
    • The consumer
    • COVID-19 pandemic accelerated environmental concerns
      • Figure 5: Consumer response to how their priorities have changes since the COVID-19 outbreak, 2021
    • Climate change and plastic pollution top consumer environmental concerns
      • Figure 6: Most important environmental issues to consumers, 2021
    • Majority of consumers perceive their lifestyle to be environmentally-friendly
      • Figure 7: Consumer perception of own sustainable living, 2021
    • The pandemic has accelerated environmentally-friendly living
      • Figure 8: Changes in sustainable living, 2021
    • Older consumers prove most committed to traditional eco behaviours …
      • Figure 9: Environmentally-friendly habits,2021
    • … but younger consumers have own set of eco habits
      • Figure 10: Proportion of adults that do the selected eco-behaviours some or all of the time (NET), by age, 2021
    • Plastic-free shopping habits popular among consumers
      • Figure 11: Sustainable shopping behaviours, 2021
    • Consumers demand businesses up their sustainability efforts
      • Figure 12: Attitudes towards leading a sustainable lifestyle,2021
    • The four types of eco consumers
      • Figure 13: Perception of environmentally-friendly lifestyle, by eco-typology, 2021
  3. Issues and Insights

    • COVID-19 pandemic spurs on environmental concerns
    • Consumers need an eco-reality check …
    • … with the young particularly guilty of eco overstating
    • Financial accessibility of sustainable living needs to be addressed
  4. Market Drivers

    • A growing population increases pressure on resources
      • Figure 14: UK population estimates and projections, 1991-2041
    • COP26 and the Glasgow Climate Pact
    • Greenhouse gas emissions are falling
      • Figure 15: Estimated total greenhouse gas emissions, UK 1990-2020
    • Transport sector continues to be largest contributor to carbon emissions
      • Figure 16: Carbon emissions, in million tonnes, by sector in the UK, 2020 (p)
    • Recycling rates fall short of 2020 pledge
      • Figure 17: Recycling rates from households, UK and country split, 2010-19
    • Food waste remains key concern
  5. Launch Activity and Innovation

    • Rise in ethical product launches across all categories …
      • Figure 18: Proportion of launches carrying ethical/environmental claims, by sector, January 2017 – November 2021
    • … with packaging claims driving eco NPD
      • Figure 19: Proportion of launches carrying environmentally-friendly packaging claims, by sector, January 2017 – November 2021
    • BPC has catching-up to do with environmentally-friendly packaging
      • Figure 20: Examples of environmentally-friendly packaging in BPC products, 2021
    • Animal welfare claims on products a focus for BPC
      • Figure 21: Proportion of launches carrying ‘ethical animal’ claims, by sector, January 2017 – November 2021
      • Figure 22: Examples of BPC launches supporting biodiversity and animal welfare, 2021
    • Launches of vegan-friendly products steadily increasing
      • Figure 23: Proportion of launches carrying vegan claims, by sector, January 2017 – November 2021
      • Figure 24: Examples of vegan food launches, 2021
    • Opportunities remain for innovation around carbon-neutral and carbon-negative
      • Figure 25: Examples of products carrying carbon neutral claims, 2021
  6. Advertising and Marketing Activity

    • Carbon footprint highlighted in advertising
    • Quorn encourages consumers to take small steps to reduce carbon footprint
    • BrewDog promotes its carbon-negative status
    • O2 aims to be first UK net zero carbon emissions mobile network operator
    • HSBC’s latest ad highlights $1trillion global fund to help customers reach net zero
    • Building a better world post-pandemic
    • Coca-Cola urges consumers to create a better new normal
    • Some brands opt to highlight uncomfortable truths
    • Olio adverts exposes household waste issue in the UK
    • Ikea’s apocalyptic ad
    • ITV’s ‘The Shows We Never Want to Make’
    • Vegan products advertising on the rise
    • Cadbury apologises to Britain’s vegans
      • Figure 26: Social media post announcing Cadbury’s plant-based chocolate bars
    • This pulls marketing stunt to compete with its rivals
    • Birds Eye Green Cuisine sponsors Team GB
    • Quorn partners with Liverpool FC on food sustainability
  7. Consumer Climate Anxieties

    • COVID-19 pandemic accelerated environmental concerns
      • Figure 27: Consumer response to how their priorities have changed since the COVID-19 outbreak, 2021
    • Climate change tops consumers’ environmental concerns …
      • Figure 28: Most important environmental issues to consumers, 2021
    • … closely followed by concerns over plastic pollution …
    • … but consumer sentiment and action doesn’t always align
  8. Consumer Perception of Own Environmentally-Friendly Lifestyle

    • Majority of consumers believe they are environmentally-friendly …
      • Figure 29: Consumer perception of own sustainable living, 2021
    • … highlighting misalignment between perception and behaviour
    • Older consumers most likely to view themselves as environmentally-friendly
      • Figure 30: Proportion of consumers who view their lifestyle as somewhat or very environmentally-friendly (NET), by age, 2021
    • Consumer financial situation impacts ability to lead sustainable lifestyle
      • Figure 31: Proportion of consumers who view their lifestyle as somewhat or very environmentally-friendly (NET), by financial situation, 2021
    • Sustainable options need to be more accessibly-priced
      • Figure 32: Proportion of branded and private label launches that carry ethical/environmental claims, 2017- Nov 2021
  9. Changes in Sustainable Living

    • The pandemic has accelerated perception of sustainable behaviours
      • Figure 33: Changes in sustainable living, 2021
    • Even among a small group of consumers who do not consider their lifestyle to be environmentally-friendly
      • Figure 34: Changes in sustainable living, by how consumers perceive their own sustainable lifestyle, 2021
    • Younger adults see biggest positive change in sustainable lifestyle …
      • Figure 35: The proportion of consumers whose life is more environmentally-friendly now than a year ago, by age, 2021
    • … which is replicated among city dwellers
      • Figure 36: The proportion of consumers whose life is more environmentally-friendly now than a year ago, by living area, 2021
    • Those working from home feel it allows for more sustainable living
      • Figure 37: Consumer perception of changes in sustainable living since the COVID-19 outbreak, by working situation 2021
  10. Environmentally-Friendly Habits

    • Traditional eco behaviours remain most common
      • Figure 38: Environmentally-friendly habits,2021
    • Even the not-so-green exhibit eco behaviours
      • Figure 39: Proportion of consumers who are doing the selected eco behaviours all or some of the time, by how environmentally-friendly they perceive their lifestyle, 2021
    • Older consumers better at keeping up eco habits at home …
      • Figure 40: Proportion of adults that do the selected eco behaviours all the time, by age, 2021
    • … but younger consumers have their own set of eco habits
      • Figure 41: Proportion of adults that do the selected eco-behaviours some or all of the time (NET), by age, 2021
    • Plant-based diets continue to become more popular …
      • Figure 42: Proportion of consumers who eat a plant based diet some or all of the time (NET), by age, 2021
    • … creating opportunities for foodservice operators to stand out
    • Electric car usage rising …
      • Figure 43: Frequency of driving a hybrid/electric car in 2018 and 2021
    • … but cost remains a barrier
      • Figure 44: Proportion of adults who drive a hybrid/electric car all or some of the time, by household income, 2021
  11. Sustainable Shopping Behaviours

    • Using reusable bags is most common consumer eco habit
      • Figure 45: Sustainable shopping behaviours, 2021
    • Plastic-free habits are popular …
      • Figure 46: The frequency of selected sustainable shopping behaviours involving plastic usage and packaging, 2021
    • … creating myriad opportunities for re-fillable solutions …
      • Figure 47: NIVEA EcoRefill hand soap press image
    • A group of dedicated eco consumers are consistently more sustainable with their shopping habits
      • Figure 48: Sustainable shopping behaviours, proportion of adults who do selected shopping behaviours all or some of the time, by eco-typology groups, 2021
    • Younger consumers present opportunity for second-hand clothing market
      • Figure 49: Proportion of adults who do the selected sustainable shopping behaviours all or some of the time, by age, 2021
    • Borrowing not buying trend popular among younger adults
    • Consumers like their food to be local
      • Figure 50: The frequency of selected sustainable shopping behaviours involving seasonal and local food, 2021
  12. Attitudes Towards Leading a Sustainable Lifestyle

    • Consumers looking to businesses to play their part
      • Figure 51: Attitudes towards leading a sustainable lifestyle, 2021
    • Consumers want to be rewarded for sustainable behaviours
    • Scepticism about how green others are could limit improvements in green behaviours
      • Figure 52: Attitudes towards leading a sustainable lifestyle, 2021
    • Every little helps message can engage consumers
    • Older adults disapprove of protest groups
      • Figure 53: NET agreement with the statement ‘Disruption caused by protest groups (eg Extinction Rebellion) prevent serious conversations around the environment, by age, 2021
    • Consumers need to be shown the financial benefits of sustainable living
      • Figure 54: Attitudes towards leading a sustainable lifestyle, 2021
  13. Eco Typologies

    • The Hopeful Eco Consumer
      • Figure 55: Consumer eco-typologies, 2021
    • The Eco-Realist
      • Figure 56: Perception of environmentally-friendly lifestyle, by eco-typology, 2021
    • The Despondent Eco Consumer
    • The Incentive-Focused Eco Consumer
  14. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
    • Appendix tables for eco typologies
      • Figure 57: Proportion of adults who do the selected eco behaviours some or all of the time, by eco typology group, 2021
      • Figure 58: Proportion of adults who do the selected eco behaviours some or all of the time, by eco typology group, 2021
      • Figure 59: Proportion of adults who do the selected sustainable shopping behaviours some or all of the time, by eco typology group, 2021
      • Figure 60: Proportion of adults who do the selected sustainable shopping behaviours some or all of the time, by eco typology group, 2021
      • Figure 61: Proportion of adults who have limited or reduced their meat/poultry intake in the last 6 months, by eco typology group

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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