Consumers and Sustainability: Personal Care

Consumers and Sustainability: Personal Care






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Consumers and Sustainability: Personal Care Consumers and Sustainability: Personal Care Document Transcript

  •    Get more info on this report!Consumers and Sustainability: Personal CareSeptember 1, 2009This report forms part of a series jointly published by The Hartman Group andPackaged Facts on Consumers and Sustainability. This four-part series covers inseparate reports the markets for foods and beverages, personal care products,household cleaners, and OTC medications and supplements.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
  • Within the personal care market—which includes cleansers, soap, moisturizer,deodorant, shampoo, toothpaste, cosmetics and fragrances—personal health andwellness needs are the most important factor in what motivates a consumer to purchasea sustainable product. However, attributes such as “chemical free” and “not tested onanimals” are also frequent considerations for conventional and alternative personal careproducts alike.Consumers often review the ingredients contained in a personal care product looking forrecognizable, pronounceable ingredients as an indication of “naturalness.” Although theterm “natural” has lost significance in other categories, it remains a meaningful term toreference a variety of sustainable personal care product attributes that also signifyquality to consumers.Read an excerpt from this report below.Series MethodologyThis report series was jointly produced by The Hartman Group and Packaged Facts,and is based on The Hartman Group’s 2009 multi-category study, Sustainability: TheRise of Consumer Responsibility. In addition, Packaged Facts provides an update ofconsumer attitudes and spending based on a proprietary online poll conducted inFebruary 2009 and on Experian Simmons surveys fielded from November 2008 to June2009.The Hartman Group Quantitative and Qualitative MethodsThis report draws primarily on an online survey of 1,856 U.S. adults conducted inSeptember 2008 by The Hartman Group to understand consumer attitudes andbehaviors related to sustainability. The sample was drawn from a panel of adult U.S.consumers with Internet access, and was designed to provide good representation ofthe U.S. population according to geographic area, age, gender, race and income. TheHartman Group also conducted qualitative research on sustainability in three markets(Seattle, Dallas, and Columbus) during August 2008, using consumer ethnography withfifty consumers as the cornerstone of qualitative research. Ethnographic interviewsincluded one-on-one conversations at an individual’s home or at a specific retail setting,as well as group interviews also at consumers’ homes. These engagements garneredmore than 100 hours of in-depth, revelatory consumer discussion.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: Personal Care and 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-HarvestedChemical-FreeSocial 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 3-1: Chemicals Consumers Avoid in Sustainable Personal Care ProductsRelevant Personal Care Certification(s)Cruelty FreeOrganicOther CertificationsPersonal Care Product PackagingTable 3-2: Packaging Do’s and Don’ts for Sustainable Personal Care ProductsPurchase CriteriaTable 3-3: Purchase Criteria for Sustainable Personal Care ProductsA Note about Sustainable CosmeticsQuantitative Findings on Sustainable Personal Care PurchasingTable 3-4: General Personal Care Product Categories and CorrespondingSustainable VersionsFigure 3-1: Purchases of Personal Care Products (By Product Category: GeneralCategory vs. Sustainable Versions)Figure 3-2: Current Market Reach of Sustainable Personal Care Products (ByProduct Category)Figure 3-3: Current Market Reach and Immediate Growth Opportunity ofSustainable Personal Care Products (By Product Category)Figure 3-4: Willingness to Pay a Premium (20% More) for Sustainable PersonalCare Products (By Product Category)
  • Chapter 4: Summary and Key Insights Personal Health and Wellness Needs Are Key to Purchases Tenets for Package CommunicationsChapter 5: Market Update Responses to Economic Downturn Sustainability Convictions Largely Unchanged by Recession Table 5-1: Recent Trends in Sustainability Psychographics: Opinions Table 5-2: Recent Trends in Sustainability Psychographics: Behaviors Consumers Remain Receptive to Natural HBC Product Efficacy vs. Product Safety Table 5-3: 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 5-1: 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 Remains an Upward Arc Table 5-4: Projected U.S. Retail Dollar Sales of Natural Personal Care Products, 2008-2014 (dollars in millions)Available immediately for Online Download at   US: 800.298.5699UK + +1.240.747.3093Fax: 240.747.3004