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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the The Natural Household Consumer: Incl Impact of COVID-19 - US market, and the behaviours, statistics, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Usage of natural household products has grown rapidly over the past year but slowed significantly at the onset of the COVID-19 pandemic as many consumers—even those most dedicated to natural—shifted their priorities from natural products to disinfectants. Mintel believes that once the pandemic abates, many consumers will revert back to natural products. However, due to the imprinting of COVID-19, there will be less polarization between natural and mainstream product platforms as more consumers will think of them as complementary.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.


What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the 'new normal'.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Jamie Rosenberg, a leading analyst in the Household sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Natural household products have been the fastest-growing segment of the household market. Yet the COVID-19 pandemic has given greater importance to mainstream disinfectants while increasing overall consumer engagement with the category. Both mainstream and natural brands have an opportunity to leverage this shift for future growth Jamie Rosenberg
Senior Global Analyst, Household & Personal Care

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Impact of COVID-19 on the natural household product market
                  • Figure 1: Short, medium and longer term impact of COVID-19 on the natural household product market, May 2020
                • The issues
                  • Natural brand growth is slowing
                    • A need to disinfect will further slow natural product growth
                      • Figure 3: COVID-19 has shifted priorities away from natural toward disinfecting, by age, April 2020
                      • Figure 4: Expect ethically sourced, plant-based and certified organic claims, by age, April 2020
                    • For mainstream consumers, the green premium is still a disincentive
                      • Figure 5: Willingness to pay more for eco-friendly products, by natural product clusters, April 2020
                    • The opportunities
                      • Leverage the refill renaissance to attract young consumers
                        • Figure 6: Interest in refillable packaging and at-home delivery, by age, April 2020
                      • Cause marketing can bring green consumers to mainstream brands
                        • Figure 7: Care more about a brand’s causes than whether products are natural, by age, April 2020
                      • Innovate around long-term affordability
                        • Figure 8: Frequency of purchase of natural household products, by age and income, April 2020
                      • What it means/what’s next
                      • Impact of COVID-19 on the Natural Household Market

                        • COVID-19 creates a household paradox
                            • Figure 9: Short, medium and longer term impact of COVID-19 on the natural household product market, June 2020
                          • Opportunities and Threats
                            • Pitch disinfectants and natural products as complementary
                              • There’s an opportunity for better natural disinfectants
                                • Focus on germ prevention
                                  • Agricultural constraints will threaten the natural ingredient supply chain
                                    • For small eco brands, fortune or failure rests with their distribution model
                                      • How the COVID-19 crisis will affect the natural household market’s key consumer segments
                                        • COVID-19 will slow adoption among low-income consumers
                                          • Seniors are most likely to shift from natural cleaners to disinfectants
                                            • Figure 10: COVID-19 has shifted priorities away from natural towards disinfecting, by age, April 2020
                                          • How a COVID-19 recession will reshape the natural household product market
                                              • Figure 11: Frequency of purchase of natural household products, by age and income, April 2020
                                            • COVID-19: natural household market context
                                            • The Market – What You Need to Know

                                              • Natural brands are outgrowing the market
                                                • Consumers gain more options to avert plastic waste
                                                  • In the COVID-19 era, cleaning brands have become lifestyle brands
                                                    • Brands need to brace for reduced consumer spending
                                                      • COVID-19 could democratize internet access
                                                      • Market Trends

                                                        • Natural brands are slowing, but still outperform the market
                                                          • Figure 12: Select natural brands – Fabric care, surface cleaning and air care vs. total market, percentage growth, 2016-19
                                                        • Consumers gain more options to avert plastic waste
                                                          • Figure 13: Interest in plastic-free packaging, by age, April 2020
                                                          • Figure 14: Responsibility for making food and beverage more sustainable, by gender and age, March 2019
                                                      • Market Factors

                                                        • In the COVID-19 era, cleaning brands have become lifestyle brands
                                                            • Figure 15: Consumer worry about COVID-19 in the home vs. general exposure, April 2020
                                                            • Figure 16: Cleaning frequency – More often, by consumer segmentation, January 2020
                                                          • Brands need to brace for reduced consumer spending
                                                            • Figure 17: US unemployment and under-employment rate, January 2008-May 2020
                                                            • Figure 18: Consumer Sentiment Index, January 2007-May 2020
                                                          • COVID-19 could democratize internet access
                                                          • Key Players – What You Need to Know

                                                            • Big homecare conglomerates are exploring personal care and nutrition
                                                              • DTC drives convenience and sustainability; and now, safety
                                                                • Prepare for a new era of eco-friendly store brands
                                                                  • Looking ahead: appliances will drive DIY chemical-free disinfection
                                                                  • What’s Happening?

                                                                    • Big homecare conglomerates are exploring personal care and nutrition
                                                                        • Figure 19: Products using popular skincare ingredients
                                                                      • Concentrates drive convenience, savings and sustainability
                                                                        • Figure 20: Interest in refillable packaging, by age, April 2020
                                                                        • Figure 21: Jaws and Truman’s concentrated refills
                                                                        • Figure 22: Interest in plastic-free packaging, by age, April 2020
                                                                      • Loop continues to evolve
                                                                        • Figure 23: Clorox Disinfecting Wipes in a reusable container
                                                                      • Prepare for a new era of eco-friendly store brands
                                                                        • Figure 24: Dish care and surface cleaning products from Target’s Ever Spring
                                                                        • Figure 25: Any eco-friendly or ethical claims, name brands vs. store brands, 2015-May 2020
                                                                        • Figure 26: Any natural household product purchase (NET), by age and household income, April 2020
                                                                    • What to Watch

                                                                      • Looking ahead: appliances will drive DIY chemical-free disinfection
                                                                          • Figure 27: Sanitizing spray bottle from o3Waterworks and the Eco One pitcher from Ecolox Tech
                                                                          • Figure 28: Expect familiar natural ingredients, by gender, April 2020
                                                                      • The Consumer – What You Need to Know

                                                                        • Surface cleaners and air care have the highest natural purchase
                                                                          • Natural brands are gaining penetration
                                                                            • The young and higher-income are increasing their natural investment
                                                                              • Trial drives natural product adoption
                                                                                • Refillable packaging has strong appeal
                                                                                  • Mainstream and green consumers are polarized in packaging priorities
                                                                                    • Affluent seniors want skin-friendly products
                                                                                      • Health and efficacy are the top homecare goals
                                                                                        • During the pandemic, consumers have moved from natural to disinfecting products
                                                                                        • Product Usage and Frequency of Use

                                                                                          • Motivations for natural purchases differ by category
                                                                                            • Figure 29: Select attitudes and behaviors toward air care ingredients, by repertoire of product usage, November 2019
                                                                                            • Figure 30: Purchase of household care products, by brand type, April 2020
                                                                                            • Figure 31: Purchase of any natural laundry detergent and fabric care products, by age and income, April 2020
                                                                                          • Natural brands are gaining penetration
                                                                                            • Figure 32: Change in use of natural products, April 2019 and April 2020
                                                                                          • The young and higher-income are increasing their natural investment
                                                                                            • Figure 33: Change in use of natural products, by age and income, April 2020
                                                                                          • Trial drives natural product adoption
                                                                                              • Figure 34: Change in use of natural products – More often, by natural product clusters, April 2020
                                                                                          • Reasons for Using Natural Products More Often

                                                                                            • Planetary health has become the top reason for going green
                                                                                              • Figure 35: Reasons for using more natural household products more often, April 2019 and April 2020
                                                                                              • Figure 36: Select reasons for using more natural household products more often, by natural product clusters, April 2020
                                                                                          • Importance of Packaging and Claims

                                                                                            • Refillable packaging has strong appeal
                                                                                              • Figure 37: Interest in packaging attributes, April 2020
                                                                                            • Plastic-free and refillable packaging especially interest younger consumers
                                                                                              • Figure 38: Interest in refillable packaging and plastic-free packaging, by age, April 2020
                                                                                            • Mainstream and green consumers are polarized in packaging priorities
                                                                                              • Figure 39: Interest in packaging attributes, by mainstream and natural product clusters, April 2020
                                                                                            • There’s a need for simple formulations and transparent brands
                                                                                              • Figure 40: Eco-friendly claims, April, 2020
                                                                                            • Affluent seniors want skin-friendly products
                                                                                              • Figure 41: Free-from and sustainably sourced claims, by age and income, April 2020
                                                                                            • Free-from and sustainable sourcing will convert the mainstream consumer
                                                                                              • Figure 42: Eco-friendly claims, by mainstream and natural product clusters, April 2020
                                                                                            • Simple, understandable and transparent will rule future
                                                                                              • Figure 43: TURF analysis – Eco-friendly household product ingredients, April 2020
                                                                                            • Methodology
                                                                                            • Cleaning Goals

                                                                                              • Health and efficacy are the top homecare goals
                                                                                                • Figure 44: Household cleaning goals, April 2020
                                                                                              • Affordable natural disinfectants will appeal to financially stressed consumers
                                                                                                • Figure 45: Select household cleaning goals, by financial situation, April 2020
                                                                                              • Mainstream consumers will seek affordable, natural disinfectants
                                                                                                • Figure 46: Household cleaning goals, by natural product clusters, April 2020
                                                                                            • Attitudes toward Natural Household Products

                                                                                              • During the pandemic, disinfecting has become a priority
                                                                                                • Figure 47: Attitudes toward natural household products, April 2020
                                                                                                • Figure 48: COVID-19 has shifted priorities away from natural toward disinfecting, by age, April 2020
                                                                                              • Even ideological green consumers are prioritizing disinfection
                                                                                                • Figure 49: COVID-19 has shifted priorities away from natural toward disinfecting, by natural product clusters, April 2020
                                                                                              • The cultural context: young consumers are loyal to ethical brands
                                                                                                • Figure 50: Clorox “Build a Monument” statues in Buenos Aries
                                                                                                • Figure 51: Care more about a brand’s causes than products, by age, April 2020
                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                              • Consumer survey data
                                                                                                • Abbreviations and terms
                                                                                                  • Abbreviations and terms

                                                                                                  About the report

                                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                  • The Consumer

                                                                                                    What They Want. Why They Want It.

                                                                                                  • The Competitors

                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                  • The Market

                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                  • The Innovations

                                                                                                    New Ideas. New Products. New Potential.

                                                                                                  • The Opportunities

                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                  • The Trends

                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                  Description