Description

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 – Canada market including the behaviours, preferences and habits of the consumer.

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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

Canadians appreciate the sustainability and safety assurances of natural brands, though even staunch environmentalists have put these priorities on the backburner as they opt for products that can help their homes stay free of COVID-19 (namely harsh disinfectants). Once the pandemic wanes, Canadians will once again seek out brands that they perceive to be good for the environment and their families. Despite the economic downturn, many shoppers will continue to see the benefits of using natural brands and will continue to recognize their value.

Expert analysis from a specialist in the field

Written by Meghan Ross, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Although natural household care products will continue to be valued as healthy and sustainable options, the COVID-19 pandemic has caused a shift in priorities for Canadians looking to care for themselves and their homes. As disinfection has become a huge focus across the country, shoppers are now looking for protection from a virus rather than protection from harsh chemicals
Meghan Ross
Home & Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Market context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on natural household care products
      • Figure 1: Short, medium and longer term impact of COVID-19 on the natural home care product market, July 2020
    • Opportunities and challenges
    • Natural disinfectants and germ fighters will resonate with hygiene-focused shoppers
    • E-commerce is expected to flourish
    • A focus on wellness will propel natural household products
    • Personal care-inspired household products offer reassurance and relaxation
    • Canadians seek convenience
    • A sluggish economy will slow growth of natural brands
    • Scent is an untapped benefit
  3. The Market – Key Takeaways

    • Demand for household products during lockdown caused availability issues
    • Sanitation has become a priority for Canadians
    • Economic slowdown may decelerate growth of eco-friendly products
    • Tech-based innovations create new avenues for eco-friendly brands
    • Social media advice is impacting how Canadians care for their homes
  4. Impact of COVID-19 on The Natural Household Care Product Market

      • Figure 2: Short, medium and longer term impact of COVID-19 on the natural home care product market, July 2020
    • Lockdown
    • Re-emergence
    • Recovery
    • COVID-19: Canadian context
  5. Market Factors

    • Demand for household products during lockdown caused availability issues
    • Cleaning frequency has been impacted by COVID-19
      • Figure 3: Impact of COVID-19 on cleaning routine frequency, by age, April 2020
    • Business closures exacerbate availability issues
      • Figure 4: Clorox Instagram post, April 2020
    • Economic slowdown may decelerate growth of eco-friendly products
      • Figure 5: ‘I am willing to pay more for eco-friendly products’ (% any agree), by household income, July 2020
    • Tech-based innovations create new avenues for eco-friendly brands
      • Figure 6: How to Make Electrolyzed Water and Hypochlorous Acid with Force of Nature Natural Disinfectant, May 2020
      • Figure 7: Indiegogo_silveray3_video v1, March 2020
      • Figure 8: Natura Biodegradable Disinfecting Wipes (Canada), September 2020
      • Figure 9: Screenshots from HelloTushy Instagram post, September 2020
    • Social media advice is impacting how Canadians care for their homes
      • Figure 10: PSA Grocery Shopping Tips in COVID-19 (See Important Notes Below) www.DrJeffVW.com, March 2020
  6. Market Opportunities

    • Environmentally-friendly products are an expectation
    • Online, DTC channels to expand as a result of COVID-19 shutdowns
      • Figure 11: Glade // Scent by Glade, August 2019
      • Figure 12: Nature Clean Fragrance-Free Laundry Detergent Strips (Canada), June 2020
      • Figure 13: Blueland Collaborative Instagram post, September 2020
      • Figure 14: Pink Solution Unscented Ultra Concentrated Multi-Purpose Cleaner (Canada), June 2020
      • Figure 15: Love Home and Planet Rose Petal & Murumuru Ultra-Concentrated Laundry Detergent (US), August 2020
    • Subscription services with built-in savings could appeal to younger shoppers
      • Figure 16: Interest in refill delivery subscription (% any agree), by age, July 2020
      • Figure 17: Grove Collaborative Instagram post, February 2020
    • Probiotic cleaners are poised for growth with the right messaging
      • Figure 18: Biovert Fresh Rain Bathroom Cleaner (Canada), August 2019
    • Convenience is key
      • Figure 19: Caboo Refreshing Apple Scented Cleaning Wipes (US), September 2018
  7. Companies and Brands – Key Takeaways

    • Eco-friendly products go mainstream
    • Personal care and home care combine forces for a better experience
  8. Competitive Strategies

    • Eco-friendly products go mainstream
      • Figure 20: “Small natural brands are more environmentally-friendly than well-known natural brands” (% any agree), by age, July 2020
    • Personal care and home care combine forces for a better experience
    • Personal care-led
      • Figure 21: Urban Hydration Instagram post, April 2020
    • Household care-led
      • Figure 22: The Laundress Instagram post, October 2020
      • Figure 23: Aura Cacia Pure Essential Oils Relaxing Lavender Aromatherapy Room & Body Mist (US), October 2019
      • Figure 24: Bio Spectra Attitude Baby Leaves Science Pear Nectar Natural Air Purifier (Canada), January 2019
  9. The Consumer – Key Takeaways

    • Eco-friendly products are supplemental to traditional ones
    • Natural product use is poised for growth
    • Despite pricing premiums, many Canadians see the value in natural brands
    • Demographic differences affect natural household purchases
    • Ingredients and packaging must both work towards eco-goals
    • Shoppers are looking for assurances of safety and sustainability
  10. Product Purchases

    • Household product purchases are near-universal
      • Figure 25: Household products purchased in the past 12 months, July 2020
      • Figure 26: Household products purchased in the past 12 months, men vs women, July 2020
      • Figure 27: Household products purchased in the past 12 months (select), parents vs non-parents, July 2020
      • Figure 28: Household products purchased in the past 12 months, by age, July 2020
      • Figure 29: Household products purchased in the past 12 months, by household income, July 2020
  11. Household Product Types

    • Eco-friendly products are supplemental to traditional ones
      • Figure 30: Format of household products purchased, by those who purchased each type, July 2020
    • Men over-index for eco-friendly household purchases
      • Figure 31: Purchasing a mix of traditional and eco-friendly products in the past 12 months, by gender, July 2020
    • Natural cleaning products are purchased by approximately four in 10 Canadians
    • Younger consumers are purchasing eco-products across a wide range of household categories
      • Figure 32: “I prefer to use natural cleaning products” (% any agree), by age, April 2020
      • Figure 33: “Natural cleaning products are just as effective as traditional chemical cleaners” (% any agree), by age, April 2020
      • Figure 34: Household product types purchased, 18-44s vs over-45s, July 2020
    • Four in 10 Canadians are willing to spend a premium for eco-friendly products
      • Figure 35: “Willing to pay more for natural/eco-friendly products” (% agree), by age, July 2020
    • Asian shoppers over-index for natural household product purchases
      • Figure 36: Household product types purchased, Asians vs overall, July 2020
      • Figure 37: Change in natural or eco-friendly household products, Asians vs overall, July 2020
    • The likelihood of purchasing green option varies by product type
    • Fabric care users rely heavily on traditional brands
  12. Change in Natural Product Usage and Motivations for Increases

    • Natural product use is poised for growth
      • Figure 38: Change in natural or eco-friendly household products, July 2020
      • Figure 39: Reasons for using natural household products more often, July 2020
    • Younger consumers are increasing their usage of eco-friendly products
      • Figure 40: Change in natural or eco-friendly household products, 18-44s vs over-45s, July 2020
      • Figure 41: Change in natural or eco-friendly household products, parents vs non-parents July 2020
      • Figure 42: Dr Bronner Instagram post, May 2020
  13. Eco-Friendly Packaging Elements

    • Ingredients and packaging must both work towards eco goals
      • Figure 43: Packaging purchase factors, July 2020
      • Figure 44: TURF analysis – packaging, July 2020
      • Figure 45: TerraCycle Instagram post, September 2020
      • Figure 46: Vim Power & Shine Bathroom Refill Cleaner Ecopack (Canada), April 2020
      • Figure 47: ‘It is important to limit the use of plastics’ (% any agree), July 2020
      • Figure 48: Make A difference, April 2020
      • Figure 49: Packaging purchase factors, by age, July 2020
      • Figure 50: Attitude Living Instagram post, September 2020
      • Figure 51: Importance of stylish design, by age and gender, July 2020
      • Figure 52: Method Products Instagram post, March 2020
  14. Eco-Friendly Product Claims

    • Shoppers are looking for assurances of safety and sustainability
      • Figure 53: Eco-friendly claims, July 2020
      • Figure 54: Eco-friendly claims, by gender, July 2020
      • Figure 55: Eco-friendly claims, by age, July 2020
    • Quebec shoppers are underwhelmed by eco-friendly claims
      • Figure 56: Eco-friendly claims (select), by region, July 2020
  15. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  16. TURF Analysis

    • Methodology
      • Figure 57: Table – TURF Analysis – Packaging, July 2020

About the report

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