2022
9
UK Sustainability in Household Care Market Report 2022
2022-12-17T03:06:35+00:00
OX1101363
2195
158710
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Report
en_GB
“Heightened consumer concerns about the environment put brands’ sustainable product and process initiatives into the spotlight. While brands are making strides in sustainable packaging, there exists an untapped potential of…

UK Sustainability in Household Care Market Report 2022

£ 2,195 (Excl.Tax)

Description

Quickly Understand

  • Current sustainable launch activity and opportunities for innovation in the future.
  • How concerned consumers are about the environment.
  • Which types of eco-friendly, or non-eco-friendly, products are being purchased.
  • The sustainable behaviours being adopted by consumers.
  • The expectations consumers have for brands to be more eco-friendly.
  • The barriers to entry for refill stations for household care products.
  • How consumers feel about sustainability within the household care space.

Expert Analysis from a Household Specialist

This report, written by Arpita Sharma, a leading analyst, delivers in-depth commentary and analysis to highlight current household cleaner market trends and add expert context to the numbers.

Heightened consumer concerns about the environment put brands’ sustainable product and process initiatives into the spotlight. While brands are making strides in sustainable packaging, there exists an untapped potential of refills, refill stations and sustainable product formulations. The rising cost of living presents an opportunity to redirect consumers onto a greener path by engaging them with financial incentives and encouraging sustainable behaviours that reflect habits to save money.”

Arpita Sharma
Household Care Analyst

 

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for the eco-friendly household care market
      • Figure 1: Outlook for sustainability in household care, 2022-27
    • The market
    • Recycle Ready packaging can help improve recyclability rates of household care packaging
    • Address consumer concerns about carbon emissions
    • Companies and brands
    • Sustainable packaging supports eco-friendly NPD for household care products
      • Figure 2: Growth of ethical and environmental claims in household care, 2016/17-2021/22
    • Own-label can balance value and sustainability demands
      • Figure 3: New product launches with ethical and environmental claims* in the UK household care category, by own-label vs branded, 2017/18-2021/22
    • The consumer
    • Brands should act to calm consumers’ heightened climate concerns
      • Figure 4: Consumer concerns about the environment, 2022
    • Household paper is the most common eco-friendly purchase
      • Figure 5: Purchase behaviour of regular and eco-friendly household care products, by category, 2022
    • Sustainable packaging is an essential eco-friendly attribute for homecare products
      • Figure 6: Consumer expectations of eco-friendly behaviours from household care brands, 2022
    • Consumers are recycling more to be sustainable
      • Figure 7: Eco-friendly behaviours regarding household care products and chores, 2022
    • Proximity to refill stations is the biggest barrier to take-up
      • Figure 8: Barriers to using refill stations, 2022
    • The cost-of-living crisis can encourage sustainable behaviours
      • Figure 9: Attitudes towards sustainability in household care, 2022
  3. Issues and Insights

    • Merge together value and environment
    • Convince consumers about sustainable benefits of refills and refill stations
  4. Market Drivers

    • Inflation is the key concern for consumers and brands…
    • …and despite government support, energy prices are still a major concern
      • Figure 10: Attitudes towards sustainability in household care, by household income, 2022
    • High inflation and rising interest rates mean that the pressure will move up to middle- and higher-income households
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 11: Household financial wellbeing index, 2016-22
    • …and most people are feeling the effects of price rises
    • Ageing population can boost demand for green household innovations
      • Figure 12: Trends in the age structure of the UK population, 2016-26
      • Figure 13: NPD with eco-friendly and convenient packaging claims elaborated as on-pack information, 2022
    • Recycle Ready packaging to simplify post-use impact
      • Figure 14: Unilever’s Cif’s bottle and trigger spray made out of polyolefin, 2022
    • Address consumer concerns about carbon emissions
      • Figure 15: Delphis Eco’s Collaborate To Zero Notebook, 2021
    • Standardisation of cradle-to-cradle sustainability using PEF
    • Own-label can target consumers looking for more affordable green
      • Figure 16: Examples of own-label products with value claims, 2022
  5. Launch Activity and Innovation

    • Brands feel the pressure to enhance eco credentials
      • Figure 17: Proportion of NPD in the household care category, by claim category, 2018/19-2021/22
    • Maintain the eco momentum with small but effective changes
    • Fabric care brands innovate to maintain engagement
      • Figure 18: New product launches in the household care category with ethical/environmental claims*, by sub-category, 2018/19-2021/22
      • Figure 19: NPD in fabric care products with eco-friendly packaging claims, 2022
    • Eco-friendly packaging grows amid the need to be sustainable
      • Figure 20: Growth of ethical and environmental claims* in the household care category, 2016/17-2021/22
    • Own-label competes with brands with sustainable initiatives in NPD
      • Figure 21: New product launches with ethical and environmental claims* in the household care category, top 10 companies and others, 2022
      • Figure 22: New product launches by Procter & Gamble with environmentally friendly product claims, 2022
      • Figure 23: New packaging launch by Reckitt’s Finish Dishwasher Tablets, 2022
    • Own-label has the potential to balance value and sustainability
      • Figure 24: New product launches with ethical and environmental claims* in the household care category, by own-label vs branded, 2017/18-2021/22
      • Figure 25: Examples of own-label new product launches with environmentally friendly packaging, 2022
  6. Concerns about the Environment

    • Prioritise actions to ease consumers’ anxiety about the environment
      • Figure 26: Consumer concerns about the environment, 2022
      • Figure 27: Consumer concerns about the environment, by gender, 2022
    • Younger consumers are less concerned
      • Figure 28: Consumer concerns about the environment, by age, 2022
  7. Purchase Behaviour of Household Care Products

    • Eco-friendly household paper purchases are most evident
    • There are still barriers to push through
      • Figure 29: Purchase behaviour of regular and eco-friendly household care products, by category, 2022
    • Maintain balance between price and eco
      • Figure 30: Purchase behaviour of regular and eco-friendly household care products – Net of exclusive buyers and non-exclusive buyers, 2022
  8. Expectations of Eco-friendly Behaviours from Household Care Brands

    • Sustainable packaging is a minimum requirement
      • Figure 31: Consumer expectations of eco-friendly behaviours from household care brands, 2022
    • Move from recycling to refill and reuse
      • Figure 32: Consumer expectations of eco-friendly behaviours from household care brands, by age, 2022
    • Align development with education and encouragement
    • While secondary concerns, ingredients are still important
    • Production methods will be next under the microscope
      • Figure 33: Carbon footprint of Procter & Gamble’s Ariel through life cycle assessment (LSA)
  9. Sustainable Consumer Behaviours in Household Care

    • Recycling as a bare minimum sustainable behaviour
      • Figure 34: Eco-friendly behaviours regarding household care products and chores, 2022
    • Older generations demonstrate eco-friendly behaviours during chores
      • Figure 35: Eco-friendly behaviours regarding household care products and chores, by age, 2022
    • Cater to research-oriented younger generations
  10. Barriers to Refill Stations

    • Sparse presence of refill stations is the major barrier to take-up
      • Figure 36: Barriers to using refill stations, 2022
    • Target product offerings at refill stations wisely
      • Figure 37: M&S expands refill stations to homecare, 2022
    • Inconvenient purchase process puts consumers off refilling
      • Figure 38: Barriers to using refill stations, by age, 2022
  11. Attitudes towards Sustainability in Household Care

    • The cost-of-living crisis will encourage sustainable behaviours
      • Figure 39: Attitudes towards sustainability in household care, 2022
    • Habit changes now can become long-term shifts in behaviours
      • Figure 40: Miniml household products sold through Modern Milkman app, 2022
    • Convince consumers that eco credentials are independent of size of brand
  12. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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.

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Data

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*databooks not available with UK B2B Industry reports.

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