Table of Contents
Executive Summary
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- Natural consumers are evolving, complex and sometimes contradictory
- The issues
- Consolidation is expanding natural product distribution
- Waste and water issues are concerning to most consumers
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- Figure 1: Limit plastic pollution – any importance (net), by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
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- Figure 2: Use as little water as possible – any importance (net), by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
- Perception of high cost and poor performance slow natural product adoption
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- Figure 3: Attitudes toward product affordability, by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
- The opportunities
- Make green synonymous with convenience
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- Figure 4: Interest in probiotic surface cleaners, by age, July 2018
- Heavy sampling will convert skeptical mainstream consumers
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- Figure 5: Frequency of natural household product usage compared to a year ago, by age, April 2019
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- Figure 6: Changes in natural household usage, by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
- What it means
Market Trends and Future of Green Consumerism
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- Water scarcity is becoming a US issue
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- Figure 7: Use as little water as possible – any importance (net), by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
- Plastic bans could come to the US
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- Figure 8: Importance of plastic pollution in household care – any important (net), April 2019
- A refill revolution?
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- Figure 9: Interest in home delivery refills, by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
- Natural is giving way to clean
Key Players – What You Need to Know
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- Better distribution as green brands are being acquired by mainstream brands
- Affordability is a new platform for natural innovation
- New innovations mimic nature’s germ-control methods
What’s Happening?
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- Better distribution as green brands are being acquired by mainstream brands
- Affordability is a new platform for natural innovation
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- Figure 10: Attitudes toward affordability, April 2019
- New innovations mimic nature’s germ-control methods
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- Figure 11: Interest in probiotic surface cleaners, by age, July 2018
The Consumer – What You Need to Know
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- Stark differences in green/mainstream priorities but also common ground
- Natural consumers show greater channel diversity for mainstream products
- Consumers who try natural products come back for more
- Competitive pricing is driving adoption among lower-income consumers
- Consumers are somewhat aligned on the ideal natural product
- Consumers are especially aligned on germ management
Household Product Purchases
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- Stark differences in green/mainstream priorities but also common ground
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- Figure 12: Household Product purchase, by brand type, April 2019
- Young consumers most likely to try natural products
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- Figure 13: Household product purchase by brand type – fabric care, by age, April 2019
Retailers Shopped
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- Retail channels differ for natural and mainstream consumers
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- Figure 14: Natural/eco-friendly purchase locations, by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
- Natural consumers show greater channel diversity for mainstream products
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- Figure 15: Mainstream purchase locations, by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
Usage Frequency of Natural Household Products
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- Early-middle-aged consumers are most rapidly increasing natural product usage
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- Figure 16: Usage frequency of natural household products compared to a year ago, by age, April 2019
- Consumers who try natural products come back for more
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- Figure 17: Changes in natural household usage, by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
- Parents of young children are going natural the fastest
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- Figure 18: Usage frequency of natural household products compared to a year ago, by age of child, April 2019
Reasons for Using Natural Household Products More Often
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- Safety and sustainability are driving increased usage
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- Figure 19: Reasons for using more natural household products than a year ago, April 2019
- Parents prioritize safety over all other benefits
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- Figure 20: Reasons for using more natural household products than a year ago, by age of child, April 2019
- Competitive pricing is driving adoption among lower-income consumers
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- Figure 21: Reasons for using more natural household products than a year ago, by income, April 2019
Natural Household Product Attributes and Attitudes
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- Consumers are somewhat aligned on the ideal natural product
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- Figure 22: Ideal eco-friendly product, by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
- Cost and perceived efficacy hinder broader adoption
- The definition of natural is still a sticking point
- Recycling and plastic waste continue to divide the natural and mainstream consumer
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- Figure 23: Eco-friendly attitudes, by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
Household Cleaning Goals
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- Most consumers are motivated by saving time, money and reducing germs
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- Figure 24: Goals in household cleaning the house – any important (net), April 2019
- Saving water is a lower priority, but that could change
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- Figure 25: Use as little water as possible – any importance (net), by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
- Importance of sustainable sourcing has the largest mainstream/natural gap
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- Figure 26: Use products from sustainable sources – any importance (net), by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
- Consumers are especially aligned on germ management
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- Figure 27: Create a germ-free environment – any importance (net), by repertoire of brand type purchased: (NET) Any natural product purchase, April 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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