Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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deeply into the World of H+W because of concerns relating to irritations they believe to be caused by<br />
conventional ―chemical‖ cleaning products.<br />
Initial Usage of Natural or Organic Home Cleaning<br />
Among home cleaning product shoppers, the majority of consumers (61%) started using natural or<br />
organic versions within the past three years. This is higher than that found <strong>for</strong> natural or organic<br />
body care products (48%) as shown previously in Figure 53. In other words, consumers have been<br />
using natural or organic body care products <strong>for</strong> a slightly longer time frame than home cleaning<br />
products. There<strong>for</strong>e, natural or organic body care products is a bit more mature product category<br />
than natural or organic home cleaning.<br />
Figure 63 – Initial Usage of Natural or Organic Home Cleaning Products<br />
Q36: “When did you first start using natural or organic cleaning products?” | Base: Natural, organic or specialty Home Cleaning<br />
product shoppers (n=963). | Source: GMDC 2009 Survey, Mar. 2009.<br />
The top reason cited <strong>for</strong> starting to purchase natural or organic home cleaning products is a belief it<br />
would be better <strong>for</strong> the environment (56%). Beliefs that the product would be healthier or safer <strong>for</strong><br />
the family are secondary (47% <strong>and</strong> 44% respectively). This contrasts with the findings found <strong>for</strong><br />
reasons <strong>for</strong> starting to purchase natural or organic hair <strong>and</strong> skin care found in Figure 54 where health<br />
<strong>and</strong> safety are top of mind. Purchasing because of environmental reasons is more top of mind <strong>for</strong><br />
home cleaning products because the product is not directly applied to the body, but rather ―released‖<br />
into the home environment. Highly-involved H+W consumers are also concerned about detergents<br />
<strong>and</strong> cleaners going down the drain into groundwater, streams, lakes, et cetera.<br />
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