The Natural Household Consumer - US - June 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, paper towels, facial tissues)
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 Seventh Generation and Method).
This report also makes reference to ‘mainstream or traditional cleaning products,’ which are defined as those that do not claim to be eco-friendly
"The household consumer’s motivation for buying natural products is becoming more complex. Traditional product claims around health, sustainability and social justice still drive natural purchases. However, as natural cleaning formulas become more effective, more affordable and more available; and especially as they are sold by traditionally mainstream companies; we can begin to foresee a future where consumers of all stripes take interest because the historical purchase barriers will have fallen."
- Jamie Rosenberg, Senior Global Analyst, Household & Personal Care
This report looks at the following areas:
- Consolidation is expanding natural product distribution
- Waste and water issues are concerning to most consumers
- Perception of high cost and poor performance slow natural product adoption
What you get
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.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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