What you need to know

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.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the natural household product market

  • How a down economy will impact the natural household market

  • Competitive dynamics and brand innovation

  • Consumer behaviors and opportunities for growth

This Report was written May 20-June 25, 2020


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

  • Fabric/laundry care

  • Dishwashing products

  • Hard surface care

  • Air care

  • Bathroom cleaner

  • Household paper products (toilet tissue, paper towels, facial tissues)

The terms “environmentally friendly,” “eco-friendly,” “green,” and “natural” 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.

This Report segments consumers into four clusters by level of natural purchase. These are:

  1. Only mainstream: Consumers who buy no natural household products

  2. Exploratory: Consumers who buy natural in 1-2 household categories

  3. Committed: Consumers who buy natural in 3-4 household categories

  4. Ideological: Consumers who buy natural in five or more household categories

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