Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on natural household care products
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- 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
The Market – Key Takeaways
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- 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
Impact of COVID-19 on The Natural Household Care Product Market
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- 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
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Market Factors
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- Demand for household products during lockdown caused availability issues
- Cleaning frequency has been impacted by COVID-19
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- Figure 3: Impact of COVID-19 on cleaning routine frequency, by age, April 2020
- Business closures exacerbate availability issues
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- Figure 4: Clorox Instagram post, April 2020
- Economic slowdown may decelerate growth of eco-friendly products
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- 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
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- 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
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- Figure 8: Natura Biodegradable Disinfecting Wipes (Canada), September 2020
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- Figure 9: Screenshots from HelloTushy Instagram post, September 2020
- Social media advice is impacting how Canadians care for their homes
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- Figure 10: PSA Grocery Shopping Tips in COVID-19 (See Important Notes Below) www.DrJeffVW.com, March 2020
Market Opportunities
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- Environmentally-friendly products are an expectation
- Online, DTC channels to expand as a result of COVID-19 shutdowns
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- Figure 11: Glade // Scent by Glade, August 2019
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- Figure 12: Nature Clean Fragrance-Free Laundry Detergent Strips (Canada), June 2020
- Figure 13: Blueland Collaborative Instagram post, September 2020
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- 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
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- Figure 16: Interest in refill delivery subscription (% any agree), by age, July 2020
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- Figure 17: Grove Collaborative Instagram post, February 2020
- Probiotic cleaners are poised for growth with the right messaging
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- Figure 18: Biovert Fresh Rain Bathroom Cleaner (Canada), August 2019
- Convenience is key
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- Figure 19: Caboo Refreshing Apple Scented Cleaning Wipes (US), September 2018
Companies and Brands – Key Takeaways
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- Eco-friendly products go mainstream
- Personal care and home care combine forces for a better experience
Competitive Strategies
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- Eco-friendly products go mainstream
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- 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
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- Figure 21: Urban Hydration Instagram post, April 2020
- Household care-led
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- Figure 22: The Laundress Instagram post, October 2020
- Figure 23: Aura Cacia Pure Essential Oils Relaxing Lavender Aromatherapy Room & Body Mist (US), October 2019
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- Figure 24: Bio Spectra Attitude Baby Leaves Science Pear Nectar Natural Air Purifier (Canada), January 2019
The Consumer – Key Takeaways
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- 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
Product Purchases
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- Household product purchases are near-universal
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- Figure 25: Household products purchased in the past 12 months, July 2020
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- Figure 26: Household products purchased in the past 12 months, men vs women, July 2020
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- Figure 27: Household products purchased in the past 12 months (select), parents vs non-parents, July 2020
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- Figure 28: Household products purchased in the past 12 months, by age, July 2020
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- Figure 29: Household products purchased in the past 12 months, by household income, July 2020
Household Product Types
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- Eco-friendly products are supplemental to traditional ones
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- Figure 30: Format of household products purchased, by those who purchased each type, July 2020
- Men over-index for eco-friendly household purchases
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- 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
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- Figure 32: “I prefer to use natural cleaning products” (% any agree), by age, April 2020
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- Figure 33: “Natural cleaning products are just as effective as traditional chemical cleaners” (% any agree), by age, April 2020
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- 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
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- 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
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- Figure 36: Household product types purchased, Asians vs overall, July 2020
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- 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
Change in Natural Product Usage and Motivations for Increases
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- Natural product use is poised for growth
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- Figure 38: Change in natural or eco-friendly household products, July 2020
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- Figure 39: Reasons for using natural household products more often, July 2020
- Younger consumers are increasing their usage of eco-friendly products
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- Figure 40: Change in natural or eco-friendly household products, 18-44s vs over-45s, July 2020
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- Figure 41: Change in natural or eco-friendly household products, parents vs non-parents July 2020
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- Figure 42: Dr Bronner Instagram post, May 2020
Eco-Friendly Packaging Elements
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- Ingredients and packaging must both work towards eco goals
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- Figure 43: Packaging purchase factors, July 2020
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- Figure 44: TURF analysis – packaging, July 2020
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- Figure 45: TerraCycle Instagram post, September 2020
- Figure 46: Vim Power & Shine Bathroom Refill Cleaner Ecopack (Canada), April 2020
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- Figure 47: ‘It is important to limit the use of plastics’ (% any agree), July 2020
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- Figure 48: Make A difference, April 2020
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- Figure 49: Packaging purchase factors, by age, July 2020
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- Figure 50: Attitude Living Instagram post, September 2020
- Figure 51: Importance of stylish design, by age and gender, July 2020
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- Figure 52: Method Products Instagram post, March 2020
Eco-Friendly Product Claims
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- Shoppers are looking for assurances of safety and sustainability
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- Figure 53: Eco-friendly claims, July 2020
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- Figure 54: Eco-friendly claims, by gender, July 2020
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- Figure 55: Eco-friendly claims, by age, July 2020
- Quebec shoppers are underwhelmed by eco-friendly claims
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- Figure 56: Eco-friendly claims (select), by region, July 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
TURF Analysis
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- Methodology
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- Figure 57: Table - TURF Analysis – Packaging, July 2020
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