Consumers Value Safety Over Environment

Although natural household care products will continue to be valued as healthy and sustainable options, the COVID-19 pandemic has caused a shift in priorities for Canadian consumers concerned about health and safety. Sanitation has become a key priority. Research from Mintel says household shoppers are prioritizing disinfection over eco-friendliness, with 66 per cent agreeing that since COVID-19, disinfecting effectiveness is more important than eco-friendly claims. “Canadians are prioritizing disinfection over eco-friendliness in order to protect their homes from COVID-19, though safe and sustainable products continue to be valued,” says Meghan Ross, senior research analyst, home and beauty, Mintel. “The market is expected to grow as Canadian attitudes align very well with natural brand benefits, while traditional barriers to usage, including cost, distribution, and reduced efficacy, are declining. Expect wellness to become a stronger priority, creating opportunities for partnerships and crossovers with personal care brands as Canadians look for products that embrace their overall well being in a holistic way.” The research also shows that convenience is also key for eco-shoppers. Nearly seven in 10 (67 per cent) Canadian consumers are always on the lookout for things that make life easier, and half (47 per cent) value time savings over environmental friendliness. Despite claiming to be environmentally friendly shoppers (57 per cent) and being more willing to pay a premium for eco-friendly products (53 per cent), younger consumers aged 18 to 34 are most likely to agree with wanting to save time over being sustainable (55 per cent) when it comes to their household products.