The evolving landscape of green and conscious consumption in the household care market reveals a delicate balance between eco/ethical aspirations and the practicalities of balancing the household budget. For instance, 71% of US shoppers are willing to change their buying habits to reduce environmental impact, but affordability is a barrier for 53% of consumers. This conflict underscores the need to focus new product innovation on budget-friendly innovations that advance ethics and sustainability.
For many consumers, transparency is growing as a purchase driver, with most researching the validity of brands’ eco and ethical claims. At the same time, the many competing labels confuse consumers, especially when they use different criteria to rate the same products. For this reason, Mintel believes that certification reform is one of the most impactful ways the market can allow consumers to better shop their values.
Local sourcing represents further white space because it appeals to green and conscious consumers by reducing the carbon footprint associated with distribution, while supporting regional economies. Equally important is that it strengthens supply security by minimising reliance on volatile international markets, providing stability against trade barriers and global disruptions.
Brands must find new ways to merge affordability, sustainability and transparency. Local sourcing offers a competitive edge.
Jamie Rosenberg, Associate Director, Global Household and Personal Care
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