2021
9
US Sustainable Consumer Market Report 2021
2021-04-09T04:15:05+01:00
OX1045285
3695
136454
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Report
en_GB
“Consumers remain divided on the need for and effectiveness of sustainable habits and behaviors. Even those who are considered environmentally conscious consumers face challenges to living a fully sustainable lifestyle,…

US Sustainable Consumer Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the U.S Sustainable Consumer market, including the behaviors, preferences and habits of the consumer.

The need for and effectiveness of sustainable living continues to be a point of debate among American consumers. Just over half of the population believe there is a need to preserve and protect the environment while the remaining segment of consumers look at sustainable practices with indifference or skepticism. Even among the environmentally conscious segment, consumers struggle to live a sustainable lifestyle. They are confused by sustainability claims, unsure of the effectiveness of their sustainable actions and look to brands for simple and convenient sustainable options to help them meet their goals.

Read on to discover more details or take a look at all of our U.S Consumer Lifestyles market research.

Quickly understand

  • Consumers’ attitudes and personal commitment toward living a sustainable lifestyle.
  • The ways in which consumers try to live more sustainably and how this influences their shopping and purchase behaviors.
  • The key barriers and challenges to living sustainably among both sustainable consumers and the general population.
  • The impact of COVID-19 on consumers’ environmental concerns and current sustainability practices.

Covered in this report

Brands included: IKEA, Sojo, Zero, Danone, Palmolive, Anheuser-Busch, RadSwan, Evolve, Asda and more.

Expert analysis from a specialist in the field

Written by Lisa Dubina, a leading analyst in the Foodservice sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers remain divided on the need for and effectiveness of sustainable habits and behaviors. Even those who are considered environmentally conscious consumers face challenges to living a fully sustainable lifestyle, which include lack of knowledge and lack of trust in brands’ claims. Ultimately there’s a definitive gap between people’s desire to live sustainably and what behaviors they actually follow through on, which for most is very little. Brands have the opportunity to step in and facilitate more sustainable action by offering simple and convenient solutions.

Lisa Dubina
Senior Culture and Identity Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Target audience overview
      • Figure 1: Cluster segmentation – Outlook on sustainability, January 2021
    • Market overview
    • Impact of COVID-19 on sustainable living
    • The influence of the economy and public policy
    • Opportunities and challenges
    • Challenge: current sustainability practices are limited
      • Figure 2: Sustainable actions – Repertoire analysis (count of sustainable practices), January 2021
      • Figure 3: Sustainable actions, by sustainable consumer segment, January 2021
    • Challenge: mistrust in brands and claim confusion
      • Figure 4: Challenges to living sustainably, by count of sustainable practices, January 2021
      • Figure 5: Confidence and trust, by sustainable consumer segment, January 2021
    • Challenge: quality is still key
      • Figure 6: Priorities in sustainability, January 2021
    • Opportunity: providing a sustainability brand narrative
    • Opportunity: utilizing independent third-party approval
  3. The Market and Target Audience – Key Takeaways

    • Sustainability is important to many, but not all consumers
    • Attitudes toward sustainability efforts vary
    • Economic and legal factors directly impact the future of sustainability
    • Brands need to balance sustainability with product quality
  4. Target Audience by the Numbers

    • Less than half of Americans describe their current lifestyle as sustainable
      • Figure 7: Self-reported sustainability, January 2021
    • Segmenting consumers by outlook on sustainability
    • Factors
      • Figure 8: Cluster segmentation – Outlook on sustainability, January 2021
    • Segments
    • Sustainability Enthusiasts (15%)
      • Figure 9: Demographic profile – Sustainability Enthusiasts segment, January 2021
    • Sustainably Unsure (18%)
      • Figure 10: Demographic profile – Sustainably Unsure segment, January 2021
    • Sustainably Overwhelmed (24%)
      • Figure 11: Demographic profile – Sustainably Overwhelmed segment, January 2021
  5. Sustainability in Consumers’ Own Words

    • Americans are not consistent in their interest or efforts toward sustainability
    • Environmentally Conscious
    • Environmentally Unconcerned
    • Confusion and doubts of impact are some of the main deterrents
  6. Market Factors

    • Impact of COVID-19 on sustainable living
    • Sustainability efforts have remained the same over the past year
      • Figure 12: Sustainability in the past year, January 2021
    • Just over half of people feel COVID-19 has made them more determined to live sustainably
      • Figure 13: Impact of COVID-19, January 2021
    • Those who are financially struggling are less likely to feel it’s possible to live sustainably on a budget
      • Figure 14: Cost of sustainable living, by current financial status, January 2021
      • Figure 15: Impact of COVID-19 on sustainable living, by current financial status, January 2021
    • State-level environmental policies are on the rise
  7. Market Opportunities

    • Brands should be prepared to demonstrate their sustainability
      • Figure 16: Brands’ responsibility, by generation, January 2021
    • Emphasize product quality in addition to sustainability
      • Figure 17: Priorities in sustainability, January 2021
      • Figure 18: Seventh Generation: It’s just science – Social media post, March 2021
    • Utilize small, subbrand or independent brand acquisitions to denote dedication to sustainability
      • Figure 19: Sustainable small brands vs. sustainable large brands, January 2021
      • Figure 20: Facts about Stasher – Social media post, January 2021
  8. The Consumer – Key Takeaways

    • Americans’ sustainability efforts are minimal
    • Sustainable living is hard – Brands can help
    • Sustainable shopping behaviors are category specific
  9. Sustainable Living in Practice

    • The environment and personal health are top motivators for living more sustainably
      • Figure 21: Motivation to live more sustainably, January 2021
    • Americans are doing the bare minimum to live sustainably
      • Figure 22: Sustainable actions, January 2021
      • Figure 23: Sustainable actions – Repertoire analysis (count of sustainable practices), January 2021
    • Those who participate in the most sustainable behaviors are most willing to pay for sustainability
      • Figure 24: Willingness to pay for sustainability, by count of sustainable practices, January 2021
      • Figure 25: Sustainable small brands vs. sustainable large brands, by count of sustainable practices, January 2021
    • Sustainability Enthusiasts are doing most of the work
      • Figure 26: Count of sustainable practices, by sustainable consumer segment, January 2021
    • Reported actions provide more insight into sustainability consumer segments
      • Figure 27: Sustainable actions, by sustainable consumer segment, January 2021
    • Across generations the quantity of sustainability efforts is similar, but the approach to sustainability differs
      • Figure 28: Sustainable actions – Repertoire analysis (count of sustainable practices), by generation, January 2021
      • Figure 29: Sustainable actions, by generation, January 2021
  10. Barriers to Living Sustainably

    • Living a sustainable lifestyle is not for the faint of heart
      • Figure 30: Challenges to living sustainably, January 2021
      • Figure 31: Challenges to living sustainably, by count of sustainable practices, January 2021
    • The cost associated with living sustainably is a key barrier to those not currently living sustainably
      • Figure 32: Cost of sustainable living, by count of sustainable practices, January 2021
    • Confidence in personal knowledge and trust in brands are primary challenges for all consumers
      • Figure 33: Confidence and trust, by sustainable consumer segment, January 2021
      • Figure 34: Confidence and trust, by count of sustainable practices, January 2021
    • Those sustainably inactive also doubt the impact of individuals’ actions
      • Figure 35: Impact of individual actions, by count of sustainable actions, January 2021
    • Millennials are the most confident in the impact of individual action
      • Figure 36: Impact of individual actions, by generation, January 2021
  11. Shopping Sustainably

    • Sustainability is most important in the food and beverage category
      • Figure 37: Category importance, January 2021
      • Figure 38: Category importance, by sustainable consumer segment, January 2021
    • Sustainable shopping behaviors are category specific
    • Food and beverage
    • Beauty/personal care and household care
    • Fashion/apparel
      • Figure 39: Sustainable shopping behaviors in each category, January 2021
    • Sustainability Enthusiasts have the highest expectations for food and beverage brands
      • Figure 40: Shopping behaviors – Select responses – By Sustainability Enthusiasts, January 2021
    • There’s opportunity in the household care category to better educate and earn the trust of Sustainability Enthusiasts
      • Figure 41: Shopping behaviors – Select responses – By Sustainability Enthusiasts, January 2021
  12. Companies and Brands – Key Takeaways

    • Saving sustainable places
  13. Brand Landscape

    • Mintel 2021 Consumer Trend: Sustainable Spaces
    • Competitive strategies
    • Extend the life of a product
      • Figure 42: Sojo saves clothes – Social media post, March 2021
    • Reduce unneeded waste
      • Figure 43: The impact of Zero – Social media post, February 2021
      • Figure 44: Two Good “Good Save” – Social media post, March 2021
    • Encourage improved recycling
      • Figure 45: Anheuser-Busch partners with TerraCylce – Social media post, February 2021
      • Figure 46: RadSwan redefining the synthetic hair market, January 2021
    • Market alternative proteins
      • Figure 47: Evolve is evolving – Social media post, March 2021
      • Figure 48: Veganuary recipe from Asda – Social media post, January 2021
  14. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
    • Terms
  15. Appendix – The Market

      • Figure 49: Unemployment and underemployment, January 2007-January 2021

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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