What you need to know
The household consumer’s motivation for buying natural products is becoming more complex. Traditional product claims around health, sustainability and social justice still drive natural purchases. However, as natural cleaning formulas become more effective, more affordable and more available; and especially as they are sold by traditionally mainstream companies; we can begin to foresee a future where consumers of all stripes take interest because the historical purchase barriers will have fallen.
Definition
This Report focuses on how environmental considerations influence the usage and purchase of household care products, which include:
Fabric care
Dishwashing products
Hard surface care
Toilet care
Air care
Household paper products (toilet tissue, paper towels, facial tissues)
The terms ‘environmentally friendly’ and ‘eco-friendly’ 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.
