Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The consumer
- Still room for eco-friendly growth
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- Figure 1: Net of household care product purchases in the last six months, March 2019
- The young, the urban, and parents most engaged with eco-friendly products
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- Figure 2: Eco-friendly household care product buyer profile, March 2019
- Lack of clarity around eco-friendly impacting upon purchase
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- Figure 3: Regular and eco-friendly purchases of household care products in the last six months, March 2019
- Equal opportunities to buy eco-friendly
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- Figure 4: Purchase of eco-friendly products among product buyers, March 2019
- Direction of travel in line with eco-friendly movement
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- Figure 5: Change in purchase of eco-friendly household care products over the last 12 months, March 2019
- Eco-friendly shoppers more likely to look online
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- Figure 6: Types of retailers consumers buy regular and eco-friendly household care products from, March 2019
- Eco-friendly products need to meet basic demands
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- Figure 7: Consumer priorities when completing household care tasks, March 2019
- Eco-friendly buyers influenced by ethical certification
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- Figure 8: Ideal attributes of an eco-friendly product, March 2019
- Greater clarity required over concept of ‘eco-friendly’
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- Figure 9: Eco-friendly household care behaviours, March 2019
- What we think
Issues and Insights
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- Confusion over what eco-friendly means offers an opportunity
- The facts
- The implications
- Developing new areas of eco-friendly expertise
- The facts
- The implications
The Market – What You Need to Know
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- Good for consumer health = good for the health of the planet
- The decline of parenthood
- Recycling aspects of household care products highly sought
- Plastic not-fantastic
- Own-label household care continues to grow
Market Drivers
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- Good for consumer health = good for the health of the planet
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- Figure 10: Lilly’s Eco Clean Concentrated Washing Up Liquid, 2018
- Under the influence
- The decline of parenthood
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- Figure 11: Trends in the age structure of the UK population, 2013-23
- Recycling aspects highly sought
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- Figure 12: Importance of packaging features on decision to purchase, by household care product type, April 2018
- Plastic not-fantastic
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- Figure 13: Most important environmental issues, April 2018
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- Figure 14: Ecover limited edition Sea Kelp & Orange Washing-Up Liquid (EPC), 2018
- Own-label household care continues to grow
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- Figure 15: UK retail value sales of own- label household care products, by segment, 2016-18 (est)
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- Figure 16: Selected products from the Method Naked cleaning line (Method Products), February 2019
Companies and Brands – What You Need to Know
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- Ethical and environmental claims take the fore in household care
- Packaging vs formula
- Familiar faces dominate eco-friendly household care launches in 2018 …
- … but new kids on the block ramp up the pressure
Launch Activity and Innovation
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- Ethical and environmental claims take the fore in household care
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- Figure 17: Proportion of NPD in the household care category*, by claims groups, January 2016-March 2019
- Air care and cleaning equipment less eco-friendly
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- Figure 18: Proportion of household care NPD carrying any environmental claims*, by category, January 2016-March 2019
- Packaging vs formula
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- Figure 19: Proportion of household care* NPD carrying environmental claims, by claim, January 2016-March 2019
- Familiar faces dominate eco-friendly household care launches in 2018 …
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- Figure 20: Proportion of household care* NPD carrying environmental claims**, by top 10 ultimate companies and other, 2018
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- Figure 21: Examples of environmental innovations from selected companies, 2018
- … but new kids on the block ramp up the pressure
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- Figure 22: Selected products from the Alkimi range (Challs International), 2018
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- Figure 23: Selected products from the KINN Clean Beauty household care range (KINN Living), 2018-19
- Figure 24: Selected products from the Lilly’s Eco Clean range (Lilly’s Eco Clean), 2018
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- Figure 25: Selected products from The Cheeky Panda range (The Cheeky Panda), 2017-18
- Figure 26: Selected products from the Frosch range (Werner & Mertz), 2018
- Dettol launches products with sustainability purpose
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- Figure 27: Dettol’s The Trigger Project Campaign showcasing new trigger spray refills, April 2019
The Consumer – What You Need to Know
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- Still room for eco-friendly growth
- Lack of clarity around eco-friendly impacting upon purchase
- Direction of travel in line with eco-friendly movement
- Eco-friendly shoppers more likely to look online
- Practicality less likely to be important for eco-friendly buyers
- Eco-friendly buyers influenced by ethical certification
- Greater clarity required over concept of “eco-friendly”
The Eco-Friendly Household Care Shopper
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- Still room for eco-friendly growth
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- Figure 28: Net of household care product purchases in the last six months, March 2019
- Men more likely to have bought eco-friendly products
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- Figure 29: Household care product buyers, by gender, March 2019
- Under-45s more likely to engage with eco-friendly products
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- Figure 30: Household care product buyers, by age, March 2019
- Parents tempted by eco-friendly
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- Figure 31: Household care product buyers, by presence of children in the household, March 2019
- Urban groups more open to eco-friendly
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- Figure 32: Household care product buyers, by area, March 2019
- Little financial influence on eco-friendly purchase
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- Figure 33: Household care product buyers, by gender, by financial situation and household income, March 2019
Types of Household Care Products Bought
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- Lack of clarity around eco-friendly impacting upon purchase
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- Figure 34: Regular and eco-friendly purchases of household care products in the last six months, March 2019
- Equal opportunities to buy eco-friendly
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- Figure 35: Purchase of eco-friendly products among product buyers, March 2019
- Very few shoppers buy all eco-friendly products
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- Figure 36: Types of household care product buyer, March 2019
Change in Purchase of Eco-Friendly Household Care Products
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- Direction of travel in line with eco-friendly movement
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- Figure 37: Change in purchase of eco-friendly household care products over the last 12 months, March 2019
- 25-34s most likely to have increased purchase
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- Figure 38: Change in purchase of eco-friendly household care products over the last 12 months - increased, by age, March 2019
- Higher incomes influential in increase of eco-friendly purchases
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- Figure 39: Change in purchase of eco-friendly household care products over the last 12 months – increased, by household income, March 2019
Types of Retailers Bought From
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- Eco-friendly shoppers more likely to look online
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- Figure 40: Types of retailers consumers buy regular and eco-friendly household care products from, March 2019
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- Figure 41: Types of retailers consumers buy eco-friendly household care products from, by age, March 2019
- Potential for eco-brands without supermarket listings
- Growth of discounters potentially damaging to eco-movement
Priorities When Completing Household Care Tasks
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- Eco-friendly products needs to meet basic demands
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- Figure 42: Consumer priorities when completing household care tasks, March 2019
- Practicality less likely to be important for eco-friendly buyers
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- Figure 43: Consumer priorities when completing household care tasks, by types of household care products bought in the last six months, March 2019
- Opportunity to make germ-removal an eco-friendly specialism
- Shifting the limitation of water usage from cost-saving to planet-saving
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- Figure 44: Colgate-Palmolive Save Water logo, 2019
- Dry and rinse-free formats to accompany lifestyle changes
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- Figure 45: Examples of rinse-free launches in the household care sector, 2017-19
Ideal Attributes for Eco-Friendly Household Care Products
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- Eco-friendly products need to be functional too
- Plastic demonisation influences consumer thinking
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- Figure 46: Ideal attributes of an eco-friendly product, March 2019
- Eco-friendly buyers influenced by ethical certification
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- Figure 47: Ideal attributes of an eco-friendly product, by types of household care products purchased in the last six months, March 2019
- Older groups more demanding; younger groups may be easier to please
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- Figure 48: Ideal attributes of an eco-friendly product, by age, March 2019
- Recyclability becoming a core aspect of eco-friendly products
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- Figure 49: TURF Analysis – The Green Household Care Consumer, March 2019
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- Figure 50: Table - TURF Analysis – The Green Household Care Consumer, March 2019
Eco-Friendly Household Care Behaviours
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- Efficacy is still an issue
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- Figure 51: Eco-friendly household care behaviours, March 2019
- Greater clarity required over concept of “eco-friendly”
- Alternative materials play to the crowd
- Loop could appeal to parents in particular
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- Figure 52: Eco-friendly household care behaviours, by presence of children in the household, March 2019
- Big-name brand extensions to combat rise of niche players
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix - TURF Analysis
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- Methodology
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