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

Publication Date	September 2009
Publisher	Packaged Facts
Product Type	Report
Pages	86
ISBN Number	not applicable
Product Code	PKF00178

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Summary

This report (also available in a four-part series format) was jointly published by The Hartman Group and Packaged Facts. The CPG markets covered are food and beverage, personal care, household cleaners, and OTC medications and supplements.
Sustainability means different things to different people. Asked to identify what the term means to them, consumers most frequently respond ""the ability to last over time"" (76%) and ""the ability to support oneself."" Sustainability is also strongly associated with environmental concerns, whereby consumers are being challenged to develop and express an ""eco-consciousness"" in their daily habits and purchases. Thus, nearly half of consumers associate sustainability with conserving natural resources and with recycling.

But using ""eco-conscious"" or ""green"" as synonymous with sustainability unduly limits the term. ""Green"" falls short as a description for the variety of social, economic and environmental issues that real-world individuals believe are important to sustaining themselves, their communities, and society at large. Adoption of sustainable products mirrors the health and wellness progression that The Hartman Group has previously reported, in which consumers first consider the impacts of things in the body, followed by on the body, and finally around the body.

As consumers become more educated about the environmental, social, and economic implications of their shopping habits, their health and wellness motivations dovetail with societal concerns, such that four zones of sustainability become relevant to purchasing choices:

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 consumer perceptions of sustainability. In fact, many of the attributes that generally describe quality eating experiences, particularly freshness, also resonate as sustainable in the food and beverage category.

Within the personal care market, ""natural"" remains a meaningful reference point for a variety of personal care products, even if the term has lost significance in other packaged good categories. Moreover, attributes such as ""chemical free"" and ""not tested on animals"" are important considerations for purchasers of conventional and sustainable personal care products alike.

Household cleaning products with a sustainable side have begun to enter the American mainstream. Formerly, the act of cleaning was a form of ""germ warfare,"" and entailed a combative relationship between consumers and their environment. Recently, however, more consumers talk about the idea of working with nature, not against it, to naturally restore balance to their home environment.

Increased media coverage of tainted products due to human error and globalized production has increased consumer awareness of the potential negative impacts of over-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 manufacturing practices, product formulation, or packaging.

Report Methodology

This 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: The Rise of Consumer Responsibility. In addition, Packaged Facts provides an update of consumer attitudes and spending based on various Packaged Facts market-specific studies, a Packaged Facts February 2009 online consumer poll, and Experian Simmons national consumer surveys fielded November 2008 through June 2009.

The Hartman Group Quantitative and Qualitative Methods

This report draws primarily on an online survey of 1,856 U.S. adults conducted in September 2008 by The Hartman Group to understand consumer attitudes and behaviors 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 of the U.S. population according to geographic area, age, gender, race and income. The Hartman Group also conducted qualitative research on sustainability in three markets (Seattle, Dallas, and Columbus) during August 2008, using consumer ethnography with fifty consumers as the cornerstone of qualitative research. Ethnographic interviews included 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 garnered more than 100 hours of in-depth, revelatory consumer discussion.

Content

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)