• Share
  • Email
  • Embed
  • Like
  • Private Content
Consumers and Sustainability: Food and Beverage, Personal Care, Household Cleaners, and OTC Medications and Supplements
 

Consumers and Sustainability: Food and Beverage, Personal Care, Household Cleaners, and OTC Medications and Supplements

on

  • 419 views

 

Statistics

Views

Total Views
419
Views on SlideShare
419
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Consumers and Sustainability: Food and Beverage, Personal Care, Household Cleaners, and OTC Medications and Supplements Consumers and Sustainability: Food and Beverage, Personal Care, Household Cleaners, and OTC Medications and Supplements Document Transcript

    •    Get more info on this report!Consumers and Sustainability: Food and Beverage, Personal Care, HouseholdCleaners, and OTC Medications and SupplementsSeptember 1, 2009This report (also available in a four-part series format) was jointly published byThe Hartman Group and Packaged Facts. The CPG markets covered are food andbeverage, personal care, household cleaners, and OTC medications andsupplements.Sustainability means different things to different people. Asked to identify what the termmeans to them, consumers most frequently respond “the ability to last over time” (76%)and “the ability to support oneself.” Sustainability is also strongly associated withenvironmental concerns, whereby consumers are being challenged to develop andexpress an “eco-consciousness” in their daily habits and purchases. Thus, nearly half ofconsumers associate sustainability with conserving natural resources and withrecycling.But using “eco-conscious” or “green” as synonymous with sustainability unduly limits theterm. “Green” falls short as a description for the variety of social, economic andenvironmental issues that real-world individuals believe are important to sustainingthemselves, their communities, and society at large. Adoption of sustainable productsmirrors the health and wellness progression that The Hartman Group has previouslyreported, in which consumers first consider the impacts of things in the body, followedby on the body, and finally around the body.As consumers become more educated about the environmental, social, and economicimplications of their shopping habits, their health and wellness motivations dovetail withsocietal concerns, such that four zones of sustainability become relevant to purchasingchoices: • The Personal Benefit Zone • The Environmental Zone • The Social Zone • The Economic Zone
    • All of these zones apply the food and beverage market, which is central to consumerperceptions of sustainability. In fact, many of the attributes that generally describequality eating experiences, particularly freshness, also resonate as sustainable in thefood and beverage category.Within the personal care market, “natural” remains a meaningful reference point for avariety of personal care products, even if the term has lost significance in otherpackaged good categories. Moreover, attributes such as “chemical free” and “not testedon animals” are important considerations for purchasers of conventional andsustainable personal care products alike.Household cleaning products with a sustainable side have begun to enter the Americanmainstream. Formerly, the act of cleaning was a form of “germ warfare,” and entailed acombative relationship between consumers and their environment. Recently, however,more consumers talk about the idea of working with nature, not against it, to naturallyrestore balance to their home environment.Increased media coverage of tainted products due to human error and globalizedproduction has increased consumer awareness of the potential negative impacts ofover-the-counter (OTC) medications and supplements, whether in pill or other forms.Thus, about half of the over-the-counter medicine and supplement products in the U.S.market now feature some type of sustainability claim, whether based on manufacturingpractices, product formulation, or packaging.Table of ContentsChapter 1: Methodology A Joint Publication of The Hartman Group and Packaged Facts The Hartman Group Quantitative and Qualitative Methods About The Hartman Group, Inc About Packaged FactsChapter 2: Sustainability & the American Consumer Establishing a Definition of Sustainability Figure 2-1: What “Sustainability” Means to Consumers Sustainability Concerns and Purchasing Decisions Figure 2-2: Frequency of Purchase Decisions Based on Sustainability Concerns A Consumer-based Model of Responsibility
    • Figure 2-3: The Four Zones of Sustainability Experiential Triggers Figure 2-4: Triggers for Awareness Informational Triggers Figure 2-5: Top Sources of Information on Sustainability The World of Sustainability: Core to Periphery Figure 2-6: The World of Sustainability Motivations and Barriers to Purchase Convenience Price Expert Opinion Experience Knowledge Table 2-1: Motivations and Barriers for Sustainable PurchasesChapter 3: Foods, Beverages & the Sustainability Consumer The Food Market and the Zones of Sustainability Personal Benefit Zone of Sustainability Environmental Zone of Sustainability Organic Figure 3-1: Properties Associated with the Term “Organic” Local Gardening Vegetarianism Social Zone of Sustainability Local Satisfies Desire for Connection Humane Treatment of Animals Economic Zone of Sustainability
    • Buying Local Fair Trade Product Adoption Patterns Figure 3-2: Adoption of Sustainable Foods and Beverages Freshness is Foremost Purchase Criteria Table 3-1: Purchase Criteria for Sustainable Foods and Beverages Packaging Issues Table 3-2: Dos and Don’ts for Sustainable Food and Beverage Packaging Quantitative Findings on Sustainable Food and Beverage Purchases Table 3-3: General Food and Beverage Categories and Corresponding Sustainable Versions Figure 3-3: Purchasing of Foods and Beverages (By Product Category: General Category vs. Sustainable Versions) Figure 3-4: Current Market Reach of Sustainable Food and Beverage Products (By Product Category) Figure 3-5: Current Market Reach and Immediate Growth Opportunity of Sustainable Food and Beverage Products (By Product Category) Figure 3-6: Willingness to Pay a Premium (20% More) for Sustainable Foods and Beverages (By Product Category) Summary and Key Insights Tenets for Package CommunicationsChapter 4: Personal Care & the Sustainability Consumer The Personal Care Market and the Zones of Sustainability Personal Benefit Zone of Sustainability Environmental Zone of Sustainability Recognizable Ingredients Organic Wild-Grown, Hand-Harvested Chemical-Free
    • Social Zone of SustainabilityHumane Treatment of AnimalsMotivations and Pathway(s) for AdoptionAttributes of Sustainable Personal CareNatural is the Foremost Attribute of Sustainable Personal CareHierarchy of Specific AttributesTable 4-1: Chemicals Consumers Avoid in Sustainable Personal Care ProductsRelevant Personal Care Certification(s)Cruelty FreeOrganicOther CertificationsPersonal Care Product PackagingTable 4-2: Packaging Do’s and Don’ts for Sustainable Personal Care ProductsPurchase CriteriaTable 4-3: Purchase Criteria for Sustainable Personal Care ProductsA Note about Sustainable CosmeticsQuantitative Findings on Sustainable Personal Care PurchasingTable 4-4: General Personal Care Product Categories and CorrespondingSustainable VersionsFigure 4-1: Purchases of Personal Care Products (By Product Category: GeneralCategory vs. Sustainable Versions)Figure 4-2: Current Market Reach of Sustainable Personal Care Products (ByProduct Category)Figure 4-3: Current Market Reach and Immediate Growth Opportunity ofSustainable Personal Care Products (By Product Category)Figure 4-4: Willingness to Pay a Premium (20% More) for Sustainable PersonalCare Products (By Product Category)Summary and Key InsightsTenets for Package Communications
    • Chapter 5: Household Cleaners & the Sustainability Consumer The Household Cleaners Market and the Zones of Sustainability Personal Benefit Zone of Sustainability Environmental Zone of Sustainability Safety Sensory Experience Homemade Cleaners Social Zone of Sustainability Humane Treatment of Animals Motivations and Pathway(s) for Adoption Attributes of Sustainable Household Cleaners Natural Is the Foremost Attribute of Sustainable Household Cleaners Relevant Household Cleaner Certifications Cruelty Free Packaging for Household Cleaners Table 5-1: Packaging Do’s and Don’ts for Sustainable Household Cleaners Purchase Criteria Table 5-2: Purchase Criteria for Sustainable Household Cleaners Quantitative Findings on Sustainable Household Cleaners Table 5-3: General Household Cleaner Categories and Corresponding Sustainable Versions Figure 5-1: Purchases of Household Cleaners Figure 5-2: Current Market Reach of Sustainable Household Cleaners Figure 5-3: Current Market Reach and Immediate Growth Opportunity of Sustainable Household Cleaners Figure 5-4: Willingness to Pay 20% More for Sustainable Version of Household Cleaners Summary and Key Insights Tenets for Package Communications
    • Chapter 6: OTC Medicines and Supplements & the Sustainability Consumer The OTC Market and the Zones of Sustainability Personal Benefit Zone of Sustainability Environmental Zone of Sustainability Safety and Waste Disposal Consumer and Employee Safety Humane Treatment of Animals Motivations and Pathway(s) for Adoption Attributes of Sustainable OTC Medications and Supplements Natural and Safe Are the Foremost Attributes of Sustainable OTC Meds and Supplements Hierarchy of Specific Attributes Relevant OTC Medication and Supplement Certification(s) Federal Drug Administration Cruelty Free Organic OTC Medication and Supplement Packaging Table 6-1: Packaging Do’s and Don’ts for Sustainable OTC Meds and Supplements Purchase Criteria Table 6-2: Purchase Criteria for Sustainable OTC Meds and Supplements Quantitative Findings on Sustainable OTC Meds & Supplements Table 6-3: General OTC Health Care Products Category and Corresponding Sustainable Versions Figure 6-1: Purchases of OTC Health Care Products Figure 6-2: Current Market Reach of Sustainable OTC Health Care Products .67 Figure 6-3: Current Market Reach and Immediate Growth Opportunity of Sustainable OTC Health Care Products Figure 6-4: Willingness to Pay 20% More for Sustainable Version of OTC Health Care Products
    • Summary and Key Insights Tenets for Package CommunicationsChapter 7: Market Update Responses to Economic Downturn Sustainability Convictions Largely Unchanged by Recession Table 7-1: Recent Trends in Sustainability Psychographics: Opinions, Winter 2007/08 Through Spring 2009 Table 7-2: Recent Trends in Sustainability Psychographics: Behaviors, Winter 2007/08 Through Spring 2009 Table 7-3: Percent of Adults Agreeing With Selected Psychographic Statements About the Environment, Spring 2009 (U.S. adults) Sustainable Products Move Into Mainstream Market Update: Food and Beverage Table 7-4: Patterns for Agreement With Statement, “When Shopping for Food, I Especially Look for Organic or Natural Foods,” Winter 2007/08 Through Spring 2009 Table 7-5: Percent Agreeing with Selected Psychographic Statements on Natural or Organic Foods, February 2009 (U.S. adults) Projected Market Growth for Natural and Organic Foods Table 7-6: Projected U.S. Retail Dollar Sales of Natural and Organic Foods and Beverages, 2009-2013 Local and Bulk Foods: Beyond the CPG Aisles Market Update: Personal Care Product Efficacy vs. Product Safety Table 7-7: Percent Agreeing with Selected Psychographic Statements on Natural/Organic Health and Beauty Care Products, February 2009 (U.S. adults) Only a Minority Are Inclined to Cut Back Figure 7-1: Percent of Natural HBC Product Purchasers Who Anticipate Spending Less on HBC Products Within the Next Twelve Months, February 2009 (U.S. adults who purchase natural HBC products) Market Growth for Natural Personal Care Remains an Upward Arc
    • Table 7-8: Projected U.S. Retail Dollar Sales of Natural Personal Care Products, 2008-2014 (dollars in millions) Market Update: Household Cleaners Figure 7-2: Percent of Adults Who Buy Natural or Organic Household Cleaning/Maintenance or Laundry Care Products, February 2009 (U.S. adults) Market Update: OTC Medications and Supplements Figure 7-3: Percent of OTC Medicine and Supplement Products Marketed With Natural/Organic or Negative Content Claims, 2005 vs. 2009(P)Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2108853   US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004