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The Green Household Care Consumer - UK - May 2019

Covered in this report

This report focuses on how environmental considerations influence the usage and purchase of household care products, which include:

  • Fabric care
  • Dishwashing products
  • Hard surface care
  • Toilet care
  • Air care
  • Household paper products (toilet tissue, kitchen roll, facial tissues)
  • Cleaning equipment

Throughout this report the terms “environmentally friendly” and “eco-friendly” are used interchangeably to denote products that are designed to be less harmful for the environment (eg from brands such as Ecover and Method).

This report also refers to ‘regular cleaning products’, which are defined as those that do not claim to be eco-friendly

“The current direction of travel indicates a promising future for eco-friendly household care. However, there is still more that can be done to make it truly mainstream. There remains confusion over what brands mean by ‘eco-friendly’, suggesting that brands in this space can do more to educate and inform people about what their proposition entails, while brands in the eco-friendly space can look to take ownership of germ-removal and the saving of water through the exploration of probiotics as well as waterless and rinse-free formulations.”
–    Richard Hopping, Senior Brand and Household Analyst

This report will look at the following areas:

  • Confusion over what eco-friendly means offers an opportunity
  • Developing new areas of eco-friendly expertise

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The consumer
            • Still room for eco-friendly growth
              • Figure 1: Net of household care product purchases in the last six months, March 2019
            • The young, the urban, and parents most engaged with eco-friendly products
              • Figure 2: Eco-friendly household care product buyer profile, March 2019
            • Lack of clarity around eco-friendly impacting upon purchase
              • Figure 3: Regular and eco-friendly purchases of household care products in the last six months, March 2019
            • Equal opportunities to buy eco-friendly
              • Figure 4: Purchase of eco-friendly products among product buyers, March 2019
            • Direction of travel in line with eco-friendly movement
              • Figure 5: Change in purchase of eco-friendly household care products over the last 12 months, March 2019
            • Eco-friendly shoppers more likely to look online
              • Figure 6: Types of retailers consumers buy regular and eco-friendly household care products from, March 2019
            • Eco-friendly products need to meet basic demands
              • Figure 7: Consumer priorities when completing household care tasks, March 2019
            • Eco-friendly buyers influenced by ethical certification
              • Figure 8: Ideal attributes of an eco-friendly product, March 2019
            • Greater clarity required over concept of ‘eco-friendly’
              • Figure 9: Eco-friendly household care behaviours, March 2019
            • What we think
            • Issues and Insights

              • Confusion over what eco-friendly means offers an opportunity
                • The facts
                  • The implications
                    • Developing new areas of eco-friendly expertise
                      • The facts
                        • The implications
                        • The Market – What You Need to Know

                          • Good for consumer health = good for the health of the planet
                            • The decline of parenthood
                              • Recycling aspects of household care products highly sought
                                • Plastic not-fantastic
                                  • Own-label household care continues to grow
                                  • Market Drivers

                                    • Good for consumer health = good for the health of the planet
                                        • Figure 10: Lilly’s Eco Clean Concentrated Washing Up Liquid, 2018
                                      • Under the influence
                                        • The decline of parenthood
                                          • Figure 11: Trends in the age structure of the UK population, 2013-23
                                        • Recycling aspects highly sought
                                          • Figure 12: Importance of packaging features on decision to purchase, by household care product type, April 2018
                                        • Plastic not-fantastic
                                          • Figure 13: Most important environmental issues, April 2018
                                          • Figure 14: Ecover limited edition Sea Kelp & Orange Washing-Up Liquid (EPC), 2018
                                        • Own-label household care continues to grow
                                          • Figure 15: UK retail value sales of own- label household care products, by segment, 2016-18 (est)
                                          • Figure 16: Selected products from the Method Naked cleaning line (Method Products), February 2019
                                      • Companies and Brands – What You Need to Know

                                        • Ethical and environmental claims take the fore in household care
                                          • Packaging vs formula
                                            • Familiar faces dominate eco-friendly household care launches in 2018 …
                                              • … but new kids on the block ramp up the pressure
                                              • Launch Activity and Innovation

                                                • Ethical and environmental claims take the fore in household care
                                                  • Figure 17: Proportion of NPD in the household care category*, by claims groups, January 2016-March 2019
                                                • Air care and cleaning equipment less eco-friendly
                                                  • Figure 18: Proportion of household care NPD carrying any environmental claims*, by category, January 2016-March 2019
                                                • Packaging vs formula
                                                  • Figure 19: Proportion of household care* NPD carrying environmental claims, by claim, January 2016-March 2019
                                                • Familiar faces dominate eco-friendly household care launches in 2018 …
                                                  • Figure 20: Proportion of household care* NPD carrying environmental claims**, by top 10 ultimate companies and other, 2018
                                                  • Figure 21: Examples of environmental innovations from selected companies, 2018
                                                • … but new kids on the block ramp up the pressure
                                                  • Figure 22: Selected products from the Alkimi range (Challs International), 2018
                                                  • Figure 23: Selected products from the KINN Clean Beauty household care range (KINN Living), 2018-19
                                                  • Figure 24: Selected products from the Lilly’s Eco Clean range (Lilly’s Eco Clean), 2018
                                                  • Figure 25: Selected products from The Cheeky Panda range (The Cheeky Panda), 2017-18
                                                  • Figure 26: Selected products from the Frosch range (Werner & Mertz), 2018
                                                • Dettol launches products with sustainability purpose
                                                  • Figure 27: Dettol’s The Trigger Project Campaign showcasing new trigger spray refills, April 2019
                                              • The Consumer – What You Need to Know

                                                • Still room for eco-friendly growth
                                                  • Lack of clarity around eco-friendly impacting upon purchase
                                                    • Direction of travel in line with eco-friendly movement
                                                      • Eco-friendly shoppers more likely to look online
                                                        • Practicality less likely to be important for eco-friendly buyers
                                                          • Eco-friendly buyers influenced by ethical certification
                                                            • Greater clarity required over concept of “eco-friendly”
                                                            • The Eco-Friendly Household Care Shopper

                                                              • Still room for eco-friendly growth
                                                                • Figure 28: Net of household care product purchases in the last six months, March 2019
                                                              • Men more likely to have bought eco-friendly products
                                                                • Figure 29: Household care product buyers, by gender, March 2019
                                                              • Under-45s more likely to engage with eco-friendly products
                                                                • Figure 30: Household care product buyers, by age, March 2019
                                                              • Parents tempted by eco-friendly
                                                                • Figure 31: Household care product buyers, by presence of children in the household, March 2019
                                                              • Urban groups more open to eco-friendly
                                                                • Figure 32: Household care product buyers, by area, March 2019
                                                              • Little financial influence on eco-friendly purchase
                                                                • Figure 33: Household care product buyers, by gender, by financial situation and household income, March 2019
                                                            • Types of Household Care Products Bought

                                                              • Lack of clarity around eco-friendly impacting upon purchase
                                                                • Figure 34: Regular and eco-friendly purchases of household care products in the last six months, March 2019
                                                              • Equal opportunities to buy eco-friendly
                                                                • Figure 35: Purchase of eco-friendly products among product buyers, March 2019
                                                              • Very few shoppers buy all eco-friendly products
                                                                • Figure 36: Types of household care product buyer, March 2019
                                                            • Change in Purchase of Eco-Friendly Household Care Products

                                                              • Direction of travel in line with eco-friendly movement
                                                                • Figure 37: Change in purchase of eco-friendly household care products over the last 12 months, March 2019
                                                              • 25-34s most likely to have increased purchase
                                                                • Figure 38: Change in purchase of eco-friendly household care products over the last 12 months - increased, by age, March 2019
                                                              • Higher incomes influential in increase of eco-friendly purchases
                                                                • Figure 39: Change in purchase of eco-friendly household care products over the last 12 months – increased, by household income, March 2019
                                                            • Types of Retailers Bought From

                                                              • Eco-friendly shoppers more likely to look online
                                                                • Figure 40: Types of retailers consumers buy regular and eco-friendly household care products from, March 2019
                                                                • Figure 41: Types of retailers consumers buy eco-friendly household care products from, by age, March 2019
                                                              • Potential for eco-brands without supermarket listings
                                                                • Growth of discounters potentially damaging to eco-movement
                                                                • Priorities When Completing Household Care Tasks

                                                                  • Eco-friendly products needs to meet basic demands
                                                                    • Figure 42: Consumer priorities when completing household care tasks, March 2019
                                                                  • Practicality less likely to be important for eco-friendly buyers
                                                                    • Figure 43: Consumer priorities when completing household care tasks, by types of household care products bought in the last six months, March 2019
                                                                  • Opportunity to make germ-removal an eco-friendly specialism
                                                                    • Shifting the limitation of water usage from cost-saving to planet-saving
                                                                      • Figure 44: Colgate-Palmolive Save Water logo, 2019
                                                                    • Dry and rinse-free formats to accompany lifestyle changes
                                                                      • Figure 45: Examples of rinse-free launches in the household care sector, 2017-19
                                                                  • Ideal Attributes for Eco-Friendly Household Care Products

                                                                    • Eco-friendly products need to be functional too
                                                                      • Plastic demonisation influences consumer thinking
                                                                        • Figure 46: Ideal attributes of an eco-friendly product, March 2019
                                                                      • Eco-friendly buyers influenced by ethical certification
                                                                        • Figure 47: Ideal attributes of an eco-friendly product, by types of household care products purchased in the last six months, March 2019
                                                                      • Older groups more demanding; younger groups may be easier to please
                                                                        • Figure 48: Ideal attributes of an eco-friendly product, by age, March 2019
                                                                      • Recyclability becoming a core aspect of eco-friendly products
                                                                        • Figure 49: TURF Analysis – The Green Household Care Consumer, March 2019
                                                                        • Figure 50: Table - TURF Analysis – The Green Household Care Consumer, March 2019
                                                                    • Eco-Friendly Household Care Behaviours

                                                                      • Efficacy is still an issue
                                                                        • Figure 51: Eco-friendly household care behaviours, March 2019
                                                                      • Greater clarity required over concept of “eco-friendly”
                                                                        • Alternative materials play to the crowd
                                                                          • Loop could appeal to parents in particular
                                                                            • Figure 52: Eco-friendly household care behaviours, by presence of children in the household, March 2019
                                                                          • Big-name brand extensions to combat rise of niche players
                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                              • Abbreviations
                                                                                • Consumer research methodology
                                                                                • Appendix - TURF Analysis

                                                                                  • Methodology

                                                                                  The Green Household Care Consumer - UK - May 2019

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