2021
9
US Natural Household Consumer Market Report 2021
2021-07-02T04:09:13+01:00
OX1044797
3695
139952
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Report
en_GB
“As the COVID-19 pandemic significantly impacted people’s lives and livelihoods, many took stock of what’s truly important in life. For some, the environment stood out as a cause worthy of…

US Natural Household Consumer Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the US Natural Household Consumer market including the behaviors, preferences, and habits of the consumer.

The COVID-19 pandemic shook up the household market. Natural-dominant consumers embraced disinfectants to stay ahead of the virus, while mainstream-dominant consumers gained exposure to natural products when their regular brands were out of stock. This dynamic exposed more consumers to natural cleaners. Today, 24% of all consumers and 36% of parents of children aged five and under say they will increase their natural product usage after the pandemic.

Consumers also express high interest in natural disinfectants, and this suggests an opportunity for brands to make wellness more central to their strategies. Yet the market structure for natural products is also changing. Natural launches from big brands mean that the green niche can’t survive on natural status alone. These brands will have to innovate so that natural formulas make homecare faster and more convenient.

Read on to discover more about the US Natural Household consumer market, see our US Shopping for Household Care Products Market Report 2021, or take a look at our other Household And Home Market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the natural household market.
  • How the pandemic recession’s growing income divide will create both threats and opportunities for natural products.
  • Innovation strategies for the recovery.
  • How natural brands can create common ground to appeal to both mainstream-dominant and natural-dominant consumers.

Covered in this report

Brands include: Mrs. Meyer’s, Seventh Generation, Method, 9 Elements (Procter and Gamble), Botanical Origin (Reckitt), NBD, Love Home and Planet, Defunkify, Pureti Clean & Fresh, Lucky’s Market, Earth Fare, Veo Surface Cleaner, Unilever, SC Johnson.

Products include: Fabric/laundry care, dishwashing products, hard surface care, aircare, bathroom cleaners, household paper products, surface cleaners, disinfectants.

Expert analysis from a specialist in the field

This report, written by Jamie Rosenberg, a leading analyst in the Household and Home Market Research sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As the COVID-19 pandemic significantly impacted people’s lives and livelihoods, many took stock of what’s truly important in life. For some, the environment stood out as a cause worthy of renewed focus, and that will usher in a new era of green consumerism. But the effect of the pandemic was complex. The threat of illness moved some natural-dominant consumers to embrace disinfecting and other benefits where the green niche is perceived as less adept. Similarly, many mainstream-dominant consumers tried natural cleaners for the first time because their regular brands were out of stock. While Mintel predicts a renewed focus on sustainability, the recovery will see less polarization between these historically opposed homecare formats and greater diversity in the average American pantry.
Jamie Rosenberg, Senior Global Analyst
Jamie Rosenberg

Senior Global Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Economic and other assumptions
            • COVID-19: US context
            • Executive Summary

                • Top takeaways
                  • As the pandemic wanes, consumers resolve to use more natural
                    • Sustainable packaging will be a growing platform for competition
                      • Green will evolve to stand for better convenience
                        • Impact of COVID-19 on the natural household consumer
                          • Figure 1: Short-, medium- and long-term impact of COVID-19 on the natural household consumer, June 2021
                        • Opportunities and challenges
                          • Learn how to retain newly won consumers
                            • Target parents as lead users
                              • Build natural portfolios around “hero ingredients”
                                • Figure 2: Expect familiar, natural ingredients, by gender, January 2021
                              • Natural disinfectants have potential in a post-COVID world
                              • Target Audience – Key Takeaways

                                • Target audience by the numbers
                                  • Impact of COVID-19 on the natural household consumer
                                    • Energy policy could level the cost playing field
                                    • Target Audience by the Numbers

                                        • Figure 3: Consumers by natural clusters, January 2021
                                        • Figure 4: Reasons for using more natural homecare products this year vs last year, April 2020 and January 2021
                                      • Impact of COVID-19 on the natural household consumer
                                          • Figure 5: Percentage growth in multi-outlet sales of select natural surface cleaning brands vs total market, 2017-20
                                        • During the pandemic, mainstream consumers boosted natural homecare sales
                                            • Figure 6: Percentage growth in multi-outlet sales of select natural surface cleaning brands vs total market, 52 weeks ending April 18, 2021
                                            • Figure 7: Short-, medium- and long-term impact of COVID-19 on natural household care, June 2021
                                          • Lockdown
                                            • Re-emergence
                                              • Recovery
                                                • Learnings from the last recession
                                                • Market Factors

                                                  • Growing consumer confidence and disposable income means higher natural product sales
                                                    • Figure 8: Consumer confidence and unemployment, 2000-April 2021
                                                    • Figure 9: Disposable personal income change from previous period, January 2007-April 2021
                                                  • How will new energy policies impact natural brands?
                                                    • Figure 10: Interest in products that are sustainably sourced and plant-based, by age, January 2021
                                                  • Energy policy could level the cost of the playing field
                                                    • Figure 11: Saving money is the top homecare goal, by income, January 2021
                                                • Companies and Brands – Key Takeaways

                                                  • Seventh Generation makes steel part of a closed loop system
                                                    • P&G looks to flexible pouches for convenience and plastic reduction
                                                      • In the name of sustainability, the old becomes new again
                                                        • The mainstreaming of natural will make the green niche obsolete
                                                          • Sustainable packaging is the low-hanging fruit
                                                            • Link green to convenience
                                                              • Consider natural disinfectants
                                                              • Competitive Strategies

                                                                • Seventh Generation makes steel part of a closed loop system
                                                                    • Figure 12: Interest in home delivery refill systems, by age, January 2021
                                                                  • P&G looks to flexible pouches for convenience and plastic reduction
                                                                    • Figure 13: Seventh Generation Zero Plastic and Ariel’s refill pouches
                                                                  • In the name of sustainability, the old becomes new again
                                                                      • Figure 14: Interest in familiar, natural ingredients, by gender, January 2021
                                                                      • Figure 15: P&G’s 9 Elements
                                                                    • Natural becomes a platform for retailer exclusivity
                                                                        • Figure 16: Botanical Origin Laundry Detergent and NBD Surface Cleaner
                                                                      • Homecare brands are borrowing personal care formats
                                                                        • Figure 17: Prioritize water conservation in homecare, by age and gender, January 2021
                                                                        • Figure 18: Love Home and Planet Vetiver & Tea Tree Scented Re-Wear Dry Wash Spray
                                                                      • The mainstreaming of natural will make the green niche obsolete
                                                                      • Market Opportunities

                                                                        • Sustainable packaging is the low-hanging fruit
                                                                          • Link green to convenience
                                                                              • Figure 19: Convenience is more important than sustainability, by age and gender, January 2021
                                                                            • Natural disinfectants have potential in a post-COVID world
                                                                              • Figure 20: Interest in natural disinfectants, by age, January 2021
                                                                              • Figure 21: Defunkify natural laundry detergent
                                                                          • The Consumer – Key Takeaways

                                                                            • As the pandemic abates, consumers embrace natural again
                                                                              • Improving efficacy is playing a more important role in natural adoption
                                                                                • Now is the time to double down on transparency efforts
                                                                                  • Across consumer clusters, germ-management is the common ground
                                                                                    • Fewer consumers are abandoning natural brands
                                                                                      • Parents will drive growth in the recovery
                                                                                      • Product Usage

                                                                                        • As the pandemic abates, consumers embrace natural again
                                                                                          • Figure 22: COVID-19 has shifted priorities away from natural toward disinfecting, April 2020 and January 2021
                                                                                        • Natural is growing in every homecare category
                                                                                          • Figure 23: Any natural purchase by homecare segment, April 2019, April 2020 and January 2021
                                                                                        • Age is the biggest natural purchase indicator
                                                                                          • Figure 24: Household surface cleaners and laundry detergent, any natural brand purchase, by age, January 2021
                                                                                          • Figure 25: Interest in “free from” household products, by age, January 2021
                                                                                          • Figure 26: Preference for familiar surface cleaning brands, by age, July 2020
                                                                                      • Change in Usage of Natural Products

                                                                                        • Consumers who are increasing their use of natural have remained constant
                                                                                          • Figure 27: Change in use of natural products, April 2019, April 2020 and February 2021
                                                                                        • Exploratory natural consumers growing their natural involvement
                                                                                            • Figure 28: Change in use of natural products – More often, by natural product clusters, January 2021
                                                                                          • The pandemic widened the natural income gap; it will narrow it again
                                                                                            • Figure 29: Use natural products more often, by age and income, April 2019, April 2020 and January 2021
                                                                                        • Reasons for Using Natural Products More Often

                                                                                          • Improving efficacy is playing a more important role in natural adoption
                                                                                            • Figure 30: Reasons for using natural household products more often, January 2021
                                                                                          • An opportunity to attract first-time users
                                                                                              • Figure 31: Reasons for using natural household products more often, by natural product clusters, January 2021
                                                                                          • Retailers Shopped

                                                                                            • Across all retail channels, ecommerce sees the highest growth
                                                                                              • Figure 32: Retailers shopped for both natural and mainstream household care products, January 2021
                                                                                            • Young consumers usher in a new era of ecommerce
                                                                                              • Figure 33: Select retailers shopped for both natural and mainstream household care products, by age, January 2021
                                                                                            • Heavy natural shoppers buy the most online
                                                                                              • Figure 34: Buy natural products online, by natural product clusters, January 2021
                                                                                              • Figure 35: Buy mainstream products online, by natural product clusters, January 2021
                                                                                          • Prioritized Ingredient Claims

                                                                                            • Now is the time to double down on transparency efforts
                                                                                              • Figure 36: Preferred ingredient claims, January 2021
                                                                                            • Free-from, sustainable sourcing and familiar ingredients will drive trial of natural
                                                                                              • Figure 37: Preferred ingredient claims, by mainstream and natural consumer clusters, January 2021
                                                                                          • Cleaning Goals

                                                                                            • Efficiency and germ management top the list of goals
                                                                                              • Figure 38: Cleaning goals, January 2021
                                                                                            • Across consumer clusters, germ-management is the common ground
                                                                                              • Figure 39: Cleaning goals, by mainstream and natural consumer clusters, January 2021
                                                                                          • Attitudes toward Household Products

                                                                                            • As COVID-19 risk declines, fewer consumers are abandoning natural
                                                                                              • Figure 40: Attitudes toward natural household products, January 2021
                                                                                            • For the financially stressed, disinfecting is a way of taking back control
                                                                                              • Figure 41: Pandemic-driven shift from natural to disinfectants, by financial situation, January, 2021
                                                                                            • Natural-dominant consumers and parents will drive growth in the recovery
                                                                                              • Figure 42: Willingness to use more natural products once pandemic is over, by natural consumer cluster and parental status, January 2021
                                                                                            • Natural disinfectants could gain traction
                                                                                              • Figure 43: Interest in natural disinfectants, by natural consumer cluster, January 2021
                                                                                            • The green premium is still a natural adoption barrier
                                                                                              • Figure 44: Willing to pay more for eco-friendly products, by natural consumer cluster, January 2021
                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                            • Data sources
                                                                                              • Sales data
                                                                                                • Consumer survey data
                                                                                                  • Abbreviations and terms
                                                                                                    • Abbreviations
                                                                                                      • Terms
                                                                                                      • Appendix – Consumer

                                                                                                          • Figure 45: Base table for product usage, any natural brand purchase, April 2020 and April 2019

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