Consumers and Sustainability: Food and Beverage, Personal Care, Household Cleaners, and OTC Medications and Supplements
Sep 1, 2009
86 Pages - Pub ID: LA2108853
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Abstract Table of Contents Search Inside Report Related Reports

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)
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