Stay ahead of the curve and future-proof your business with Mintel’s UK Sustainability in Household Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest eco-friendly cleaning products market research, trends and consumer behaviours affecting your business. Get a 360° view of the sustainable household cleaning market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- Current launch activity for eco-friendly cleaning products, and opportunities for innovation in the future.
- How concerned consumers are about the environment.
- Purchases of eco-friendly cleaning products and regular household care products.
- The barriers to buying eco-friendly cleaning products.
- How consumers rate eco-friendly claims by importance.
- How consumers feel about sustainability in household care.
Do you want strategic insight into your global sustainability message?
The much-anticipated Global Outlook on Sustainability: A Consumer Study 2024-25 is now available to order. Covering 10,000 respondents from 10 leading economies, this report gives insights and inspiration on how best to position and position and prioritise your brands’ products. Download your copy today. Download your copy today.
Sustainability in Household Care Market: Current Outlook
The cost of living crisis has placed sustainability lower down on consumer’s agenda and purchases are being more heavily scrutinised for value. Helping consumers feel good about reducing their energy usage through sustainability messages will help put sustainability back on the agenda as financial situations improve.
- Sustainability in household care market statistic: 61% of consumers agree that the biggest barrier to buying eco-friendly cleaning products is their expense.
Sustainable Household Cleaning Market: Opportunities and Trends
Convenience vs. sustainability
Sustainability alone will not be enough to attract demand; consumers will always prioritise convenience ahead of it. Brands will need to highlight the convenience of buying eco-friendly products without requiring much effort and speak to the widely common view that brands need to do the work to make consumers’ lives sustainable.
- Eco-friendly cleaning products challenge: 36% of consumers believe that convenience is more important than sustainability.
Empower consumers to act and buy sustainably
Consumers want to feel empowered and confident that their sustainable behaviours are making a difference, yet the majority struggle to know the environmental impact of their household chores. Brands can give confidence to consumer efforts by detailing the full product lifecycle and help consumers take a more active role by gamifying the process.
- Sustainable household cleaning market challenge: 34% are discouraged from buying eco-friendly products because it’s difficult to know which products are truly eco-friendly.
Purchase our UK Sustainability in Household Care Market Report to receive a five-year forecast, consumer behaviour analysis, and recommendations for market opportunities. Readers of this report may also be interested in our UK Everyday Sustainability Market Report 2023.
Brands Featured in the Full Report
Wilton, Greener Cleaner, SC Johnson, Spontex, Michel Design Works, Sainsbury’s, Andrex.
Additional Features Included with Your Purchase
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Expert Insights from a Research Analyst
This report, written by Nikita Shergill, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in the sustainable household cleaning market and add expert context to the numbers.
Living situations can determine how eco-friendly household care routines are. Encourage community bonds, and support resource sharing with new cleaning lifestyles.
Nikita Shergill
Research Analyst
Collapse All
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- Key issues covered in this Report
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Executive Summary
- Opportunities for sustainability in household care
- What consumers want and why
- Graph 1: purchase of eco-friendly household care products, by level of concern about the environment (net), 2023
- Graph 2: barriers to buying eco-friendly household care products , 2023
- Graph 3: ranking most important household care product claims, 2023
- Graph 4: attitudes towards sustainability in household care, 2023
- Innovation and marketing
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Market Dynamics
- Macro-economic factors
- Graph 5: CPI inflation rate, 2021-23
- Graph 6: the financial wellbeing index, 2016-23
- Graph 7: the financial confidence index, 2016-23
- Graph 8: “Are you expecting to do any of the following as a result of rising prices? Please select all that apply.”, 2023
- Social, environmental and legal factors
- Graph 9: consideration of sustainability when shopping across selected categories, 2023
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What Consumers Want and Why
- Concerns about the environment
- Graph 10: level of concern about the environment, 2023
- Graph 11: level of concern about the environment, by age, 2023
- Purchases of household care products
- Graph 12: type of household care product bought, 2023
- Graph 13: eco-friendly household care product purchases, by household income, 2023
- Graph 14: eco-friendly product purchases, by age, 2023
- Graph 15: any eco-friendly household care product purchase, by age, 2023
- Graph 16: eco-friendly household care product purchases, 2022-23
- Graph 17: level of concern about the environment against any eco-friendly household care product purchase, by age, 2023
- Graph 18: eco-friendly household care product purchases, by level of concern about the environment, 2023
- Graph 19: type of household care buyer, by level of concern about the environment, 2023
- Graph 20: exclusively eco-friendly household care buyer, by generation, 2023
- Environmentally friendly household care routines
- Graph 21: rating of the environmental impact of household chore routines, 2023
- Graph 22: rating of the environmental impact of household chore routines, by housing situation, 2023
- Barriers to buying eco-friendly household care products
- Graph 23: barriers to eco-friendly household care product purchases, 2023
- Graph 24: expense as a barrier to eco-friendly household care product purchases, by financial situation, 2023
- Graph 25: expense as a barrier to eco-friendly household care product purchases, by age, 2023
- Graph 26: difficulty in knowing which products are truly eco-friendly as a barrier to eco-friendly product purchases, by age, 2023
- Graph 27: lower efficacy as a barrier to eco-friendly product purchases, by age and gender, 2023
- Most important eco-friendly claims
- Graph 28: ranking of most important eco-friendly household care product claims, 2023
- Graph 29: ranking of most important eco-friendly household care product claims – any rank, 2023
- Graph 30: share of new household care product launches carrying biodegradable claims, 2019-23
- Graph 31: ranking of most important eco-friendly household care product claims – any rank, by age, 2023
- Attitudes towards sustainability in household care
- Graph 32: attitudes towards sustainability in household care, 2023
- Graph 33: consumers who have tried or would be interested in trying food/drink that they can track online from source to shelf (ie trace the origins and history of its ingredients), by age, 2023
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Innovation And Marketing Trends
- Launch activity and innovation
- Graph 34: share of new household care products carrying ethical & environmental claims*, by category, 2018-23
- Graph 35: share of new household care product launches carrying an ethical – environmentally friendly product claim, by brand vs own-label, 2018-23
- Graph 36: share of new household care product launches carrying selected environmental claims, 2022-23
- Graph 37: ranking of most important eco-friendly household care product claims – any rank, 2023
- Graph 38: share of new household care product launches carrying biodegradable claims, by category, 2019-23
- Graph 39: share of new product launches carrying ethical – upcycled ingredients claims, by super-category, 2019-23
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Appendix
- Report scope and definitions
- Methodology
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