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

Table of Contents

Chapter 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 Facts

Chapter 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 Purchases

Chapter 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 Communications

Chapter 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 Sustainability
  • Humane Treatment of Animals
• Motivations and Pathway(s) for Adoption
• Attributes of Sustainable Personal Care
• Natural is the Foremost Attribute of Sustainable Personal Care
• Hierarchy of Specific Attributes
  • Table 4-1: Chemicals Consumers Avoid in Sustainable Personal Care Products
• Relevant Personal Care Certification(s)
  • Cruelty Free
  • Organic
  • Other Certifications
• Personal Care Product Packaging
  • Table 4-2: Packaging Do' s and Don' ts for Sustainable Personal Care Products
• Purchase Criteria
  • Table 4-3: Purchase Criteria for Sustainable Personal Care Products
  • A Note about Sustainable Cosmetics
• Quantitative Findings on Sustainable Personal Care Purchasing
  • Table 4-4: General Personal Care Product Categories and Corresponding Sustainable Versions
  • Figure 4-1: Purchases of Personal Care Products (By Product Category: General Category vs. Sustainable Versions)
  • Figure 4-2: Current Market Reach of Sustainable Personal Care Products (By Product Category)
  • Figure 4-3: Current Market Reach and Immediate Growth Opportunity of Sustainable Personal Care Products (By Product Category)
  • Figure 4-4: Willingness to Pay a Premium (20% More) for Sustainable Personal Care Products (By Product Category)
• Summary and Key Insights
• Tenets 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 Communications

Chapter 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)