美國消費者及可持續性：食品・個人護理・家庭用清掃用品・OTC藥品/營養補給品 是由出版商Packaged Facts在2009年09月所出版的。
這份英文市場調查報告書包含86 pages 價格從美金3500起跳。
Abstract
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.
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
- 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
- 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)
