Environmental Concerns in Household Cleaning - UK - February 2009

Table of Contents

• Issues in the MarketKey themes
• Definition
• Abbreviations
• Market in Brief
• The scale of the issue
• Widespread pressure
• Meeting the demand
• But the opportunity may be limited
• The economic downturn cannot be ignored -- a lesson from the early 90s
• Are green brands more expensive?
• How has the green consumer changed?
• Internal Market Environment
• Key points
• Climate change is a fundamental issue
• Day to day measures
  • Figure 1: Trends in attitudes towards the environment, 2003-07
• Recycling becoming the norm
• Carbon footprints
• More natural formulations, fewer chemicals
• Resources
• Broader Market Environment
• Key points
• Recycling is not necessarily the consumer' s choice
• Saving the environment as a secondary benefit
  • Figure 2: Household energy costs, 2003-08
  • Figure 3: Percentage change in PDI in current prices, 2003-13
• Population changes and effect on environmental opinion
  • Figure 4: Changes in socio-economic groups, 2003-13
  • Figure 5: Changes in UK household size , 2003-13
  • Figure 6: Increases in workforce, by gender, 2003-13
• Regulation
• Household Cleaning in an Environmental Context
• Key points
  • Figure 7: UK retail value sales of household products, by sector, 2003-08
• Flushing the world' s forests away
• The same but less
• Making it personal
• Fresh opportunities
• Competitive Context
• Key points
• Decisions on the go
• How much!
  • Figure 8: Trend in price-related motivations when shopping, 2003-07
• Shopping on auto-pilot
  • Figure 9: Trends for motivation when shopping, 2003-07
• Shoppers with a conscience
  • Figure 10: Trends in ethical motivation when shopping, 2004-08
• Product alternatives -- how much threat do they pose?
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Retailer Initiatives
• Key points
• Green marketing
• Marks & Spencer
• Tesco
• Sainsbury' s
• Asda
• Morrisons
• The Co-operative Group
• Companies and Products
• Key points
• Mainstream companies
• Procter & Gamble
• Unilever
• Reckitt Benckiser
• SC Johnson
• Kimberly-Clark
• Environmental specialists
• Ecover
• Method
• Aquados
• OzKleen
• Earth Friendly
• Seventh Generation
• Alma Win
• Brand Communication
• Key points
• Big spenders
• Ariel leads the way
  • Figure 14: Household products advertising with enviromental positioning, by brand, 2006-08
• The environment is not the be all and end all
• Using emotions
• Alternative ways
• The Consumer -- Use of Cleaning Products
• Key points
  • Figure 15: Frequency of usage of household cleaning products, 2007
  • Figure 16: Green NPD activity and proportion of heavy user, based on household product category, 2007
• The Consumer -- Helping the Environment
• Key points
• The ' politically correct' response?
  • Figure 20: Attitudes towards the environment, October 2008
• Shades of opinion
• A longer view
• Marketing opportunities
• Putting off the moment
• Negativity among the young
• Some people just don' t care
• Shifting the responsibility
• The cost factor
• Putting beliefs into practice
  • Figure 21: Actions taken to help the environment in the last 12 months, October 2008
• If there' s something in it for them?
• Widespread action
• The Ariel effect
• Recycling needs help
• But could the need for recycling diminish?
• Chemicals & Pollutants
• The Consumer -- Household Products and the Environment
• Key points
• Making decisions
  • Figure 22: Environmental concerns and household products, October 2008
• Are green products really needed?
• Purse before conscience
• Doing the job
• Opportunities to expand the product range
• Appendix
• Advertising data
• Appendix -- Internal Market Environment: Detailed Demographics
  • Figure 25: Trends for environmental statements, by demographics, 2007
• Appendix -- Broader Market Environment
  • Figure 26: UK population trends by age, 2003-13
  • Figure 27: Concerns of the British population, 2008-09
  • Figure 28: Percentage point change in concerns among the British population from February 2008 to January 2009, by detailed demographics
  • Figure 29: Percentage point change in concerns among the British population from February 2008 to January 2009, by detailed demographics (continued)
• Appendix -- Competitive Context: Detailed Demographics
  • Figure 30: Motivation statements by demographics, 2007
  • Figure 31: Motivation statements by demographics (continued), 2007
• Appendix -- The Consumer -- Helping the Environment: Detailed Demographics
  • Figure 37: Attitudes towards the environment, by detailed demographics, October 2008
  • Figure 38: Attitudes towards the environment, by detailed demographics (continued), October 2008
  • Figure 39: Attitudes towards the environment, by detailed demographics (continued), October 2008
  • Figure 40: Attitudinal groups based on attitudes towards the environment, by detailed demographics, October 2008
  • Figure 41: Attitudinal groups and their agreement with environmental statements
  • Figure 42: Things done to help the environment in the last 12 months, by detailed demographics, October 2008
  • Figure 43: Things done to help the environment in the last 12 months, by detailed demographics (continued), October 2008
  • Figure 44: Things done to help the environment in the last 12 months, by detailed demographics (continued), October 2008
  • Figure 45: Environmentally helpful actions done according to attitudinal group, October 2008
• Appendix -- The Consumer -- Household Products and the Environment: Detailed Demographics
  • Figure 46: Environmental concerns and household products, by detailed demographics, October 2008
  • Figure 47: Environmental concerns and household products, by detailed demographics (continued), October 2008
  • Figure 48: How attitude towards helping the environment affects attitudes towards environmental products, October 2008