What do consumers really think of green claims?
Our new international study investigates their attitudes towards green detergents.
The awkward reality
65% of consumers say they want to buy purpose-driven brands that advocate sustainability. But less than 5% actually buy green detergents.
of consumers say they want to buy purpose-driven brands that advocate sustainability
of consumers ACTUALLY buy green detergents
Why is that, and what drives consumer choices?
Six market segments
The Novonesis study mapped consumer attitudes with participants from Germany, US, China, and Spain. It identified six segments based on income, lifestyle, and attitude differences.
Two groups were seen as unreachable with green claims: the “Power Rangers” were unconcerned about sustainability, while “Budget Masters” were extremely price driven.
Four groups open to green detergents wanted to go green but had concerns about the credibility of green claims, product performance, pricing and availability.
A tipping point
It's on the horizon — a market tipping point for green detergents. Consumers will speed up adoption once the industry addresses their key concerns: trust in green claims, performance and affordability. Success hinges on delivering green detergents that deliver reliable cleaning power at reasonable prices. This shift will unlock access to skeptical late adopters who follow early leaders' choices. As demand grows, economies of scale will reduce costs for key ingredients, making green detergents accessible to a wider audience.
Green education to change behavior
Our international study showed that most consumers — across the groups — were more convinced to purchase green detergents after they learned more about the science behind these four scientific insights:
Rethinking detergents: Cutting CO2 Emissions
Today, most laundry detergents are made from crude oil, and its production leads to extensive CO2 emissions.
Compact detergents: Efficiency with less CO2
Highly compact detergents are as effective as regular ones while significantly reducing CO2 emissions by decreasing transport weight and minimizing packaging production worldwide.
Low-temp washing: better for clothes and planet
Washing at high temperatures has a significant negative impact on environment, as it demands a lot of energy and also ages clothes much faster.
Detergents and their impact on our oceans
Today, most laundry detergents have ingredients that do not degrade in nature, and therefore chemicals accumulate in our oceans.
Bio-based is more appealing to consumers
Part of the study tested participants’ reaction to a 100% biological detergent with the following four claims:
- 100% biobased
- Super-compact
- Same cleaning power
- 100% biodegradable
It turned out that all participants considered this cleaning product to be more appealing than current green detergents.
To sum up, across the segments, participants wanted to take part in wider positive sustainability change. But they still want to see the same proven cleaning performance. In addition, the majority want prices at competitive level.
The Novonesis qualitative study indicates clear directions where brands can successfully explore new green claims. And there's an opportunity here: The market's already changing and brands can change with it.
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