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The Green Consumer - UK - March 2014

Published By :

Mintel

Published Date : Mar 2014

Category :

Lifestyle

No. of Pages : 207 Pages

Green consumer habits have become increasingly driven by the financial advantages they bring to the consumer. However, consumers have also come to expect a high level of environmental and ethical integrity from the brands they patronize, despite the fact that they are often unprepared to pay more for the benefits.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Recycling the main green household habit
Figure 1: Green household habits, December 2013
Over half of consumers feel responsible for the environment
Figure 2: Reasons for being green, December 2013
Buying British dominates green and ethical considerations
Figure 3: Green factors considered when shopping, December 2013
Younger consumers demand to see results
Figure 4: Attitudes to green personal behaviour, December 2013
What we think

Issues and Insights

Consumers could be encouraged to recycle more
The facts
The implications
Impetus on manufacturers to be ethical
The facts
The implications
Green habits driven by financial benefits
The facts
The implications

Trend Application

Trend: Edutainment
Trend: Buydeology
Mintel futures: Brand Intervention

Market Drivers

Key points
Trends in gas and electricity prices
Figure 5: Consumer prices index trends - gas and electricity components, UK, 2002-12
Cold winters drive high energy consumption
Figure 6: Trends in days of air frost by season, 2008-13
Figure 7: Trends in UK Domestic energy consumption by end use, 2000, 2010, 2011 and 2012
Factors affecting energy consumption
Figure 8: Trends in output and intensity factors affecting the change in energy consumption in the UK, 1990-2011
Trends in distance travelled using various transport
Figure 9: Trends in average distance travelled, Great Britain, 2006-11
Household recycling rates stagnate
Figure 10: Household waste recycling rate in England, 2000/01-2012/13
Proportion of food and drink wasted by households
Figure 11: UK percentage of edible food purchases that are wasted by households, September 2013
Biggest food concerns
Figure 12: Proportion of people concerned about certain food issues, May 2013
Concerns about origins of food
Figure 13: Proportion of people concerned about where food is produced, September 2012

The Consumer – Green Shopping Habits

Key points
Shopping habits
Figure 14: Green shopping habits, December 2013
Bag it up
Local and seasonal
Figure 15: Agreement with the statements “I buy products grown/produced locally” and “I buy organic, natural, fair-trade grocery products” either all the time or sometimes, by socio-economic group, December 2013
Figure 16: Examples of own-label organic product launches, 2013-14
Bulk buying driven by financial rather than green concerns
Second hand savings
Women prove greener than men
Figure 17: Percentage point difference to which women are more likely than men to have various green shopping habits, December 2013
Parents keen to demonstrate green shopping tactics
Figure 18: Number of green shopping habits, by presence of children in the household, December 2013

The Consumer – Green Household Habits

Key points
Recycling the main green household habit
Figure 19: Green household habits, December 2013
City dwellers embrace green travel
Figure 20: Green travel habits (‘all the time’ responses are shown), by location, December 2013
Environmental charities benefit from uptick in consumer sentiment
Figure 21: Proportion of people who support an environmental charity (‘all the time’ and ‘sometimes’ responses are shown), December 2013
Rate of recycling slows
Growth in water conservation
Figure 22: Examples of products launched by Unilever, 2012
Increase in hybrid car drivers
Consumers prove greener at home
Figure 23: Number of green shopping and household habits (‘all the time’ and ‘sometimes’ responses are shown), December 2013

The Consumer – Motivations for Being Green

Key points
Overview of green motivations
Figure 24: Reasons for being green, December 2013
Waste not, want not
Figure 25: Agreement with the statement “I do not like to waste”, by age, December 2013
Brands should cater for one-person households
Over four in 10 agree that their green behaviour is financially-driven
Figure 26: Agreement with the statement “It saves me money/saves my family money”, by gender and age, December 2013
Green expectation
Personal connection drives green attitudes
Figure 27: Attitudes towards green personal and retailer behaviour, December 2013

The Consumer – Green Considerations when Shopping

Key points
Buying British dominates green and ethical considerations
Figure 28: Green factors considered when shopping, December 2013
Provenance considered by four in 10
One in five seek organic/natural products
Figure 29: Green factors considered when shopping, organic/natural, by socio-economic group, December 2013
Animal welfare a key consideration
Older consumers loyal to British products
Figure 30: Green factors considered when shopping, by age, December 2013
Brands could prove their ethical credentials on social media
Companies scrutinised over financial responsibility
Three-quarters of adults pay attention to green considerations
Figure 31: Number of green factors considered when shopping, December 2013
Brands dominate ethical claims
Figure 32: New product launches with ethical claims, % share of own-label and branded products, 12 months to Jan 2014

The Consumer – Attitudes to Green Personal Behaviour

Key points
Younger consumers demand to see results
Figure 33: Attitudes to green personal behaviour, December 2013
Consumers seek incentives to recycle more
Figure 34: Attitudes to green personal behaviour, December 2013
Opportunity to incentivise recycling
Figure 35: Proportion of adults who recycled or were interested in recycling unwanted or old items in return for vouchers, by age, October 2013

The Consumer – Attitudes to Green Retailer Behaviour

Key points
Consumers demand retailers reduce waste
Figure 36: Attitudes to green retailer behaviour, December 2013
Social responsibility important to one in five
Personal gratification motivates people to think highly of ethical companies
Figure 37: Attitudes to green personal and retailer behaviour, by consumer group, December 2013

Appendix – Demographic Overview

Figure 38: Demographic overview, Gender and Age, December 2013
Figure 39: Demographic overview, Greater London Region and Area, December 2013
Figure 40: Demographic overview, socio-economic group December 2013
Figure 41: Demographic overview, household income, December 2013
Figure 42: Demographic overview, presence of children in household, December 2013
Figure 43: Demographic overview, household size, December 2013
Figure 44: Demographic overview, trends in financial situation, December 2013

Appendix – Issues and Insights

Figure 45: Index of products launched carrying the ‘recyclable’ claim across the Food, Drink, Beauty & Personal Care, Household, Health & Hygiene categories, Jan 2009-Feb 2014

Appendix – Market Drivers

Figure 46: Trends in how respondents would describe their financial situation, February 2009-December 2013
Figure 47: UK households, by size, 2008-18

Appendix – The Consumer – Green Shopping Habits

Figure 48: Green shopping habits, December 2013
Figure 49: Green shopping habits – I take my own bags when I go grocery shopping, by demographics, December 2013
Figure 50: Green shopping habits – I buy seasonal fruit and vegetables, by demographics, December 2013
Figure 51: Green shopping habits – I buy in bulk, by demographics, December 2013
Figure 52: Green shopping habits – I borrow some things instead of buying them, by demographics, December 2013
Figure 53: Green shopping habits – I buy second-hand items, by demographics, December 2013
Figure 54: Green shopping habits – I buy products grown/produced locally, by demographics, December 2013
Figure 55: Green shopping habits – I buy products with minimal packaging, by demographics, December 2013
Figure 56: Green shopping habits – I buy organic/natural/fair-trade grocery products, by demographics, December 2013
Figure 57: Green shopping habits – I attend ‘big swap’ or ‘swishing’ events to swap items I no longer need with others, by demographics, December 2013
Repertoire of the net \'all the time+sometimes\'
Figure 58: Repertoire of green shopping habits, by demographics, December 2013
Figure 59: Percentage share of products carrying ‘Organic’ claim, in Food, Drink, Beauty & Personal Care, Household, Health & Hygiene categories, February 2013-January 2014

Appendix – The Consumer – Green Household Habits

Figure 60: Green household habits, December 2013
Figure 61: Green household habits – I recycle, by demographics, December 2013
Figure 62: Green household habits – I turn down/off the heating when not at home, by demographics, December 2013
Figure 63: Green household habits – I turn off or unplug appliances when not in use, by demographics, December 2013
Figure 64: Green household habits – I avoid driving if i Do not have to, by demographics, December 2013
Figure 65: Green household habits – I walk or cycle to places that i can, by demographics, December 2013
Figure 66: Green household habits – I compost my food waste, by demographics, December 2013
Figure 67: Green household habits – I try to take shorter showers, by demographics, December 2013
Figure 68: Green household habits – I try to use less water or re-use water, by demographics, December 2013
Figure 69: Green household habits – I travel by public transport, by demographics, December 2013
Figure 70: Green household habits – I wash my clothes in cold water, by demographics, December 2013
Figure 71: Green household habits – I support an environmental charity/organisation, by demographics, December 2013
Figure 72: Green household habits – I drive a hybrid/electric car, by demographics, December 2013
Repertoire of net \' all the time+ sometimes
Figure 73: Repertoire of green household habits, by demographics, December 2013

Appendix – The Consumer – Motivations for Being Green

Figure 74: Reasons for being green, December 2013
Figure 75: Most popular reasons for being green, by demographics, December 2013
Figure 76: Next most popular reasons for being green, by demographics, December 2013
Figure 77: Other reasons for being green, by demographics, December 2013
Figure 78: Green household habits, by most popular reasons for being green, December 2013
Repertoire for motivations for being green
Figure 79: Repertoire of reasons for being green, by demographics, December 2013

Appendix – The Consumer – Green Considerations When Shopping

Figure 80: Green factors considered when shopping, December 2013
Figure 81: Most popular green factors considered when shopping, by demographics, December 2013
Figure 82: Next most popular green factors considered when shopping, by demographics, December 2013
Repertoire for green considerations when shopping
Figure 83: Repertoire of green factors considered when shopping, by demographics, December 2013

Appendix – The Consumer – Attitudes to Green Personal Behaviour

Figure 84: Green attitudes, December 2013
Figure 85: Most popular green attitudes, by demographics, December 2013
Figure 86: Next most popular green attitudes, by demographics, December 2013

Appendix – The Consumer – Attitudes to Green Retailer Behaviour

Figure 87: Green attitudes, December 2013
Figure 88: Most popular green attitudes, by demographics, December 2013
Figure 89: Next most popular green attitudes, by demographics, December 2013

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