Table of Contents
Executive Summary
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- Recycling the main green household habit
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- Figure 1: Green household habits, December 2013
- Over half of consumers feel responsible for the environment
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- Figure 2: Reasons for being green, December 2013
- Buying British dominates green and ethical considerations
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- Figure 3: Green factors considered when shopping, December 2013
- Younger consumers demand to see results
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- Figure 4: Attitudes to green personal behaviour, December 2013
- What we think
Issues and Insights
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- Consumers could be encouraged to recycle more
- The facts
- The implications
- Impetus on manufacturers to be ethical
- The facts
- The implications
- Green habits driven by financial benefits
- The facts
- The implications
Trend Application
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- Trend: Edutainment
- Trend: Buydeology
- Mintel futures: Brand Intervention
Market Drivers
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- Key points
- Trends in gas and electricity prices
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- Figure 5: Consumer prices index trends - gas and electricity components, UK, 2002-12
- Cold winters drive high energy consumption
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- Figure 6: Trends in days of air frost by season, 2008-13
- Figure 7: Trends in UK Domestic energy consumption by end use, 2000, 2010, 2011 and 2012
- Factors affecting energy consumption
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- Figure 8: Trends in output and intensity factors affecting the change in energy consumption in the UK, 1990-2011
- Trends in distance travelled using various transport
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- Figure 9: Trends in average distance travelled, Great Britain, 2006-11
- Household recycling rates stagnate
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- Figure 10: Household waste recycling rate in England, 2000/01-2012/13
- Proportion of food and drink wasted by households
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- Figure 11: UK percentage of edible food purchases that are wasted by households, September 2013
- Biggest food concerns
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- Figure 12: Proportion of people concerned about certain food issues, May 2013
- Concerns about origins of food
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- Figure 13: Proportion of people concerned about where food is produced, September 2012
The Consumer – Green Shopping Habits
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- Key points
- Shopping habits
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- Figure 14: Green shopping habits, December 2013
- Bag it up
- Local and seasonal
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- Figure 15: Agreement with the statements “I buy products grown/produced locally” and “I buy organic, natural, fair-trade grocery products” either all the time or sometimes, by socio-economic group, December 2013
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- Figure 16: Examples of own-label organic product launches, 2013-14
- Bulk buying driven by financial rather than green concerns
- Second hand savings
- Women prove greener than men
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- Figure 17: Percentage point difference to which women are more likely than men to have various green shopping habits, December 2013
- Parents keen to demonstrate green shopping tactics
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- Figure 18: Number of green shopping habits, by presence of children in the household, December 2013
The Consumer – Green Household Habits
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- Key points
- Recycling the main green household habit
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- Figure 19: Green household habits, December 2013
- City dwellers embrace green travel
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- Figure 20: Green travel habits (‘all the time’ responses are shown), by location, December 2013
- Environmental charities benefit from uptick in consumer sentiment
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- Figure 21: Proportion of people who support an environmental charity (‘all the time’ and ‘sometimes’ responses are shown), December 2013
- Rate of recycling slows
- Growth in water conservation
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- Figure 22: Examples of products launched by Unilever, 2012
- Increase in hybrid car drivers
- Consumers prove greener at home
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- Figure 23: Number of green shopping and household habits (‘all the time’ and ‘sometimes’ responses are shown), December 2013
The Consumer – Motivations for Being Green
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- Key points
- Overview of green motivations
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- Figure 24: Reasons for being green, December 2013
- Waste not, want not
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- Figure 25: Agreement with the statement “I do not like to waste”, by age, December 2013
- Brands should cater for one-person households
- Over four in 10 agree that their green behaviour is financially-driven
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- Figure 26: Agreement with the statement “It saves me money/saves my family money”, by gender and age, December 2013
- Green expectation
- Personal connection drives green attitudes
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- Figure 27: Attitudes towards green personal and retailer behaviour, December 2013
The Consumer – Green Considerations when Shopping
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- Key points
- Buying British dominates green and ethical considerations
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- Figure 28: Green factors considered when shopping, December 2013
- Provenance considered by four in 10
- One in five seek organic/natural products
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- Figure 29: Green factors considered when shopping, organic/natural, by socio-economic group, December 2013
- Animal welfare a key consideration
- Older consumers loyal to British products
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- Figure 30: Green factors considered when shopping, by age, December 2013
- Brands could prove their ethical credentials on social media
- Companies scrutinised over financial responsibility
- Three-quarters of adults pay attention to green considerations
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- Figure 31: Number of green factors considered when shopping, December 2013
- Brands dominate ethical claims
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- Figure 32: New product launches with ethical claims, % share of own-label and branded products, 12 months to Jan 2014
The Consumer – Attitudes to Green Personal Behaviour
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- Key points
- Younger consumers demand to see results
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- Figure 33: Attitudes to green personal behaviour, December 2013
- Consumers seek incentives to recycle more
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- Figure 34: Attitudes to green personal behaviour, December 2013
- Opportunity to incentivise recycling
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- Figure 35: Proportion of adults who recycled or were interested in recycling unwanted or old items in return for vouchers, by age, October 2013
The Consumer – Attitudes to Green Retailer Behaviour
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- Key points
- Consumers demand retailers reduce waste
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- Figure 36: Attitudes to green retailer behaviour, December 2013
- Social responsibility important to one in five
- Personal gratification motivates people to think highly of ethical companies
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- Figure 37: Attitudes to green personal and retailer behaviour, by consumer group, December 2013
Appendix – Demographic Overview
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- Figure 38: Demographic overview, Gender and Age, December 2013
- Figure 39: Demographic overview, Greater London Region and Area, December 2013
- Figure 40: Demographic overview, socio-economic group December 2013
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- Figure 41: Demographic overview, household income, December 2013
- Figure 42: Demographic overview, presence of children in household, December 2013
- Figure 43: Demographic overview, household size, December 2013
- Figure 44: Demographic overview, trends in financial situation, December 2013
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Appendix – Issues and Insights
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- Figure 45: Index of products launched carrying the ‘recyclable’ claim across the Food, Drink, Beauty & Personal Care, Household, Health & Hygiene categories, Jan 2009-Feb 2014
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Appendix – Market Drivers
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- Figure 46: Trends in how respondents would describe their financial situation, February 2009-December 2013
- Figure 47: UK households, by size, 2008-18
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Appendix – The Consumer – Green Shopping Habits
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- Figure 48: Green shopping habits, December 2013
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- Figure 49: Green shopping habits – I take my own bags when I go grocery shopping, by demographics, December 2013
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- Figure 50: Green shopping habits – I buy seasonal fruit and vegetables, by demographics, December 2013
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- Figure 51: Green shopping habits – I buy in bulk, by demographics, December 2013
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- Figure 52: Green shopping habits – I borrow some things instead of buying them, by demographics, December 2013
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- Figure 53: Green shopping habits – I buy second-hand items, by demographics, December 2013
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- Figure 54: Green shopping habits – I buy products grown/produced locally, by demographics, December 2013
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- Figure 55: Green shopping habits – I buy products with minimal packaging, by demographics, December 2013
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- Figure 56: Green shopping habits – I buy organic/natural/fair-trade grocery products, by demographics, December 2013
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- Figure 57: Green shopping habits – I attend ‘big swap’ or ‘swishing’ events to swap items I no longer need with others, by demographics, December 2013
- Repertoire of the net 'all the time+sometimes'
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- Figure 58: Repertoire of green shopping habits, by demographics, December 2013
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- Figure 59: Percentage share of products carrying ‘Organic’ claim, in Food, Drink, Beauty & Personal Care, Household, Health & Hygiene categories, February 2013-January 2014
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Appendix – The Consumer – Green Household Habits
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- Figure 60: Green household habits, December 2013
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- Figure 61: Green household habits – I recycle, by demographics, December 2013
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- Figure 62: Green household habits – I turn down/off the heating when not at home, by demographics, December 2013
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- Figure 63: Green household habits – I turn off or unplug appliances when not in use, by demographics, December 2013
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- Figure 64: Green household habits – I avoid driving if i Do not have to, by demographics, December 2013
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- Figure 65: Green household habits – I walk or cycle to places that i can, by demographics, December 2013
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- Figure 66: Green household habits – I compost my food waste, by demographics, December 2013
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- Figure 67: Green household habits – I try to take shorter showers, by demographics, December 2013
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- Figure 68: Green household habits – I try to use less water or re-use water, by demographics, December 2013
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- Figure 69: Green household habits – I travel by public transport, by demographics, December 2013
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- Figure 70: Green household habits – I wash my clothes in cold water, by demographics, December 2013
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- Figure 71: Green household habits – I support an environmental charity/organisation, by demographics, December 2013
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- Figure 72: Green household habits – I drive a hybrid/electric car, by demographics, December 2013
- Repertoire of net ' all the time+ sometimes
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- Figure 73: Repertoire of green household habits, by demographics, December 2013
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Appendix – The Consumer – Motivations for Being Green
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- Figure 74: Reasons for being green, December 2013
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- Figure 75: Most popular reasons for being green, by demographics, December 2013
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- Figure 76: Next most popular reasons for being green, by demographics, December 2013
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- Figure 77: Other reasons for being green, by demographics, December 2013
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- Figure 78: Green household habits, by most popular reasons for being green, December 2013
- Repertoire for motivations for being green
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- Figure 79: Repertoire of reasons for being green, by demographics, December 2013
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Appendix – The Consumer – Green Considerations When Shopping
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- Figure 80: Green factors considered when shopping, December 2013
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- Figure 81: Most popular green factors considered when shopping, by demographics, December 2013
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- Figure 82: Next most popular green factors considered when shopping, by demographics, December 2013
- Repertoire for green considerations when shopping
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- Figure 83: Repertoire of green factors considered when shopping, by demographics, December 2013
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Appendix – The Consumer – Attitudes to Green Personal Behaviour
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- Figure 84: Green attitudes, December 2013
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- Figure 85: Most popular green attitudes, by demographics, December 2013
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- Figure 86: Next most popular green attitudes, by demographics, December 2013
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Appendix – The Consumer – Attitudes to Green Retailer Behaviour
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- Figure 87: Green attitudes, December 2013
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- Figure 88: Most popular green attitudes, by demographics, December 2013
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- Figure 89: Next most popular green attitudes, by demographics, December 2013
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