Sterilized Society: Consumer Attitudes Towards Hygiene & Cleanliness

Attitudinally, Datamonitor found that personal cleanliness and hygiene are considered highly important to global consumers in achieving wellbeing/wellness. Of the 12 factors for which opinion was canvassed, personal hygiene was identified as the most important factor across the 15 countries while having a clean/hygienic living environment was the third most important factor overall

Report Highlights
High profile food scares have heightened consumers' concerns over food safety. However, many consumers are still relatively negligent when preparing food in the home. Research suggests that the vast majority of people are aware of the importance of good hygiene practices, but this knowledge is yet to be applied to the same extent

The escalating and deep-rooted concerns about food safety (which is a hygiene related issue) are also reflected in attitudes towards personal and household hygieneboth of which are considered to be highly important routes to wellness/wellbeing

Over one-third of consumers across the 15 countries surveyed by Datamonitor were either 'somewhat' or 'extremely' concerned about the use of parabens and petrochemicals in personal care products. Meanwhile, concerns about the safety/harshness of chemicals used in cleaning agents were even higher
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Table of figures 3
Table of tables 4
THE FUTURE DECODED 5
INTRODUCTION: Consumers are seeking a more sterilized environment 5
TREND: Concerns over food safety are intensifying 6
There are numerous nutritional and broader safety risks associated with food and drinks while there are four core determinants of consumer trust in food and drink safety 7
Europeans express worry about a broad range of food risks factors especially those out of their control 9
North Americans are increasingly skeptical of internationally sourced foods and confidence in the provision of safe food is gradually eroding 15
Many Asia Pacific consumers are more exposed to food safety problems but that doesn't fully manifest in a lack of confidence 17
Concerns about food safety have a tangible impact on consumer behaviour with respect to avoiding foods perceived as risky 21
Consumer knowledge and concern about food safety does not always reflect actual behavior 23
Key takeouts and implications: food safety in the home is becoming more important to consumers and this offers opportunities for industry players across all FMCG sectors 26
INSIGHT: Socio-demographics and situational circumstances influence perceived food risk 27
Women are typically more concerned about food safety than men 27
Consumers are more concerned about food hygiene in food outlets than in the home 29
Younger consumers tend to be less concerned about food safety 34
Consumers are most suspicious about the safety of all forms of raw meat and fruits and vegetables 34
Product safety and product quality are linked which means that consumer perceptions can be shaped by one or the other 35
Key takeouts and implications: industry players must address consumer concerns by reassuring those are most concerned and place additional focus on out-of-home buying situations 35
INSIGHT: Some consumers are purchasing more food and beverages with the intention of boosting their immune systems 36
Consumers are increasingly aware that certain food products and nutrients can positively impact immune health 37
Some consumers are gravitating towards immune boosting food and beverages as a 'quick-fix reassurance' 38
Key takeouts and implications: consumer lifestyles rather than a 'sterilized society' reflect the burgeoning interest in immunity boosters 40
INSIGHT: Attitudinally, good personal and household hygiene are of real importance to consumers 40
Personal cleanliness and hygiene are considered highly important to consumers across the globe 41
The intensity of consumer attitudes towards hygiene and cleanliness varies by country 42
Key takeouts and implications: the idea of a 'sterilized society' is somewhat embodied by the deepening association between good personal and household hygiene and wellness 44
INSIGHT: Household care habits and motivations are influenced by the deepening connection between health and one's living environment 45
A strong belief exists that a clean home creates a sense of wellbeing 47
Consumer believe that regular household cleaning helps reduce the chances of getting illnesses 50
High levels of concern about dust mites reflect the desire for clean, hygienic living environments but some consumers are complacent about the problem 51
The increasing importance of air quality has led to two distinct product types gaining popularity 53
'New families' (i.e. those with recently born children) continue to be big users of home hygiene products 56
Despite strong desire for a clean, hygienic living environment, the amount of time spent cleaning the home is steadily decreasing 56
Many consumers admit to 'not liking' housework but are opposed to the idea of paying someone else 59
Consumer knowledge of the importance of household care practices is not comprehensive and this is reflected in accounts of poor home hygiene standards 64
A counter-trend to completely sterilized homes is already gaining momentum 65
'Dirt pills' have been mooted as a way to boost children's immune systems 68
Key take-outs and implications: consumers generally recognize the broader health and wellness benefits associated with clean living environments, want cleaner homes in less time and will be increasingly drawn into a debate about the effectiveness of highly sterile environments 68
INSIGHT: Personal and oral hygiene habits are also increasingly influenced by deeper connections with health and wellness 69
The link between oral health and wellness is something that manufacturers can possibly leverage further especially as consumers are complacent about some aspects of oral hygiene 69
Despite recognizing the importance of good personal hygiene, poor habits characterize many consumers 74
Natural antibacterial personal hygiene products have been launched 76
One emerging theme in personal and oral hygiene is that of water conservation becoming an increasing concern for consumers 77
Key take-outs and implications: bad habits and complacency impact consumers' oral and personal hygiene routines 79
INSIGHT: Fears over ingredient harshness/safety in personal and household care products are influencing consumer choices as natural ingredients gain appeal 79
Fears over certain products and ingredients will often appear in the media and this creates concerns over the safety of both personal and household care products 79
Natural ingredients enjoy a favorable perception among a significant percentage of consumers 84
Natural products are becoming more trusted for their efficacy in both personal and household care 86
Concerns about the harshness and safety of household and personal care products are not resulting in large scale avoidance behaviors 89
Key take-outs and implications: consumers are concerned about the short and long-term effects of certain ingredients but it is not resulting is wholesale changes in buying behavior right now 90
ACTION POINTS 91
ACTION: Pursue opportunities to make transparency and traceability core features of food and beverage supply chain and marketing communications 91
Be pro-actively open about the communication of a wide range of trust issues via traceability initiatives 92
Introducing transparency and traceability initiatives is even more important for 'value-added' food and beverages 97
ACTION: Develop and market food and drink products as immune system boosters 98
Use antioxidant rich ingredients to tout immunity health against the rigors of daily life 98
ACTION: Educate consumers on the consequences of poor hygiene habits and how to use products most effectively 101
Consider the use of 'shock images' in the promotion of good hygiene habits 103
Make cleaning products fun and easy to use when attempting to educate consumers 103
Stress the full range of handwashing occasions to drive better habits and usage occasions 104
Target areas of the home which are often neglected by consumers 104
Attempt to become 'curators' of good practice when it comes to household cleaning 105
Cite independent studies to back up claims where possible 106
ACTION: Ensure that products are formulated to meet the needs of the intended target audience 106
Use, and highlight the use of, natural ingredients wherever possible in hygiene products 106
Traceable ingredients may also help to reassure consumers 108
Emphasize the efficacy of natural products and ingredients 108
Approach antibacterial innovation with caution: simply ensure that consumers rightfully consider your brand benefits as delivering the 'best possible protection' 108
ACTION: Promote products that can combine and eliminate chores 109
APPENDIX 111
Definitions 111
Methodology 111
Further reading and references 112
Ask the analyst 115
Datamonitor consulting 115
Disclaimer 115
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Table 1: Consumer survey: the percentage of European consumers who are worried about various risks associated with food and drinks, by country, 2005 11
Table 2: Consumer survey: level of attention given towards the safety or integrity of food purchased in the grocery store, in western Europe and Russia, 2008 12
Table 3: Consumer survey: level of trust in efforts made to ensure safe provision of food and beverage products at the grocery store, in western Europe and Russia, 2008 14
Table 4: Consumer survey: level of trust in efforts made to ensure safe provision of food and beverage products at the grocery store, in the US, 2008 16
Table 5: Consumer survey: level of trust in efforts made to ensure safe provision of food and beverage products at the grocery store, in Asia Pacific and Brazil, by country, 2008 19
Table 6: Consumer survey: level of concern about various food issues in Australia and New Zealand, 2007 21
Table 7: Consumer survey: Europeans' reaction to hearing about a food being unsafe or bad for health, by country 22
Table 8: Consumer survey: propensity to choose different food and beverage brands because of product safety concerns, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008 23
Table 9: Consumer survey: confidence in the US food supply, by age and gender, 2008 28
Table 10: Consumer survey: attention given towards the safety/integrity of food purchased in grocery stores, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008 28
Table 11: Consumer survey: trust in efforts made to ensure safe provision of food and beverages in grocery stores, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008 29
Table 12: Consumer survey: worries about unhygienic conditions in food handling both in-home and out-of-home, in Europe, by country 31
Table 13: Consumer survey: US consumer concern for cleanliness, quality and safety, by age and gender 32
Table 14: Consumer survey: the propensity to opt for food and beverages claiming to boost the immune system more or less, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 39
Table 15: Consumer survey: the importance placed upon 'personal hygiene and cleanliness' and 'a clean and hygienic living environment', in 15 countries across Europe, Asia Pacific, South America and the US, 2008 44
Table 16: Consumer survey: the importance that consumers attach to ""maintaining a clean and hygienic living environment"" in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 45
Table 17: Time spent daily on household cleaning (minutes), by gender, in Europe, the US and Asia Pacific, by country, 2002-2012 46
Table 18: Consumer survey: agreement that having a clean home creates a sense of wellbeing, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 47
Table 19: Consumer survey: motivations for cleaning the home, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 48
Table 20: Consumer survey: the influence of personal motivations in cleaning the home, , in 15 countries across Europe, Asia Pacific, South America and the US, 2008 49
Table 21: Consumer survey: agreement that regular household cleaning helps reduce the chances of getting illnesses, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 50
Table 22: Consumer survey: the level of concern shown by consumers over the build up of dust mites, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 52
Table 23: Consumer survey: main factors affecting air quality in European and US homes, by country, 2006 53
Table 24: Consumer survey: the level of concern about indoor air quality, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 54
Table 25: Consumer survey: the importance that consumers attach to minimizing the amount of time spent doing housework, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 57
Table 26: Consumer survey: agreement with the statement ""I don't have enough time to thoroughly clean my home as much as I'd like"" in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 57
Table 27: Time spent on household cleaning per day (minutes) in Europe, the US and Asia Pacific, by country, 2002-2012 58
Table 28: Consumer survey: agreement with the statement ""I don't like housework"", in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 60
Table 29: Consumer survey: percentage of respondents who ""don't seem to notice new products"" versus those who ""actively monitor new products"", by FMCG product type (household cleaning and laundry), in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 61
Table 30: Consumer survey: the proportion of respondents who would rather pay someone else to perform housework duties, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 63
Table 31: Oral hygiene market value (overall and per capita, $), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2013 73
Table 32: Personal hygiene market value (overall and per capita, $), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2013 78
Table 33: Consumer survey: concern about parabens and petrochemicals used in personal care products, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 81
Table 34: Consumer survey: concern over the safety or harshness of chemicals used in household cleaning agents, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 84
Table 35: Consumer survey: agreement that ""products formulated with 100% natural ingredients are better for me"", in 15 countries across Europe, Asia Pacific, South America and the US, 2008 85
Table 36: Consumer survey: agreement that health & beauty products formulated with 100% natural ingredients are equally as effective as non-natural products, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 86
Table 37: Consumers survey: agreement that household cleaning and laundry products formulated with natural ingredients are less likely to work effectively compared to conventional products, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 88
Table 38: Consumer survey: the propensity to avoid certain household cleaning and or laundry products and certain cosmetics and toiletries because of fears over certain ingredients, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 89
Figure 1: A range of drivers and inhibitors affect the consumer preference for a sterile environment 5
Figure 2: Fears over new techniques and technologies, and anything considered to be ""unnatural"" or artificial, influences the negativity shown towards genetically modified foods 6
Figure 3: Consumers are becoming more concerned and attentive about food safety 7
Figure 4: The numerous risks associated with food and drinks can be split into two categories 8
Figure 5: There are four core determinants of consumer trust in food and drink safety 8
Figure 6: Europeans worry more about risks caused by external factors over which they have no control 10
Figure 7: Public opinion in European nations is divided on whether or not they are better off now in terms of food safety 13
Figure 8: Less than half of Europeans in 8 countries express trust in the efforts made to ensure safe provision of food and beverage products at the grocery store 14
Figure 9: More Americans are confident in the safety of food supply than those are aren't, but considerable skepticism and ambivalence is also apparent 15
Figure 10: Americans are ambivalent about the safety of food supply but have more trust in US produced food 17
Figure 11: Indian and Chinese consumers tend to be highly confident in food safety when compared to other countries in the Asia Pacific region 18
Figure 12: Well over a third of New Zealanders admit to having limited knowledge of food safety issues 24
Figure 13: Few consumers adopt a full range of good habits when it comes to food preparation in the home 25
Figure 14: Europeans are more concerned about food handling outside of the home than their own handling in-home 32
Figure 15: Australian and New Zealanders are most concerned about food safety or food hygiene at takeaway or fast food outlets 33
Figure 16: Australian and New Zealanders are more confident in food safety when eating at home 33
Figure 17: Immunity health is a key functional food trend associated with wellness focused consumers 38
Figure 18: Consumers are increasingly attracted to the idea of immunity boosting food and beverages 39
Figure 19: Two recent books have charted the historical and contemporary desire for cleanliness 40
Figure 20: Personal hygiene is rated as the most important factor in achieving a sense of personal wellbeing 41
Figure 21: Good hygiene-both personal and household related-are platforms for achieving wellness 42
Figure 22: In Europe, Italian and Spanish consumers place the most importance on personal and home hygiene in creating a feeling of wellness 43
Figure 23: Brazilians are highly conscious about maintaining a clean and hygienic living environment 46
Figure 24: The two factors providing the most motivation for consumers to perform housework duties are both geared around a sense of wellbeing 48
Figure 25: Consumers, especially those in developing consumer markets, associate regular household cleaning with a reduced chance of falling ill 51
Figure 26: Consumers in most countries are concerned about the build up of dust mites in the home 52
Figure 27: In 12 of 15 countries, indoor air quality is a concern for more than half of consumers 54
Figure 28: Products designed to remove odors work by either masking or eliminating the cause of odors 55
Figure 29: With a trend towards open-plan room design consumers will be even more concerned about cooking smells affecting air quality 55
Figure 30: Some products designed to eliminate odors in the home have shown some degree of innovation 56
Figure 31: Though opinion is somewhat polarized, most consumers admit to disliking housework 60
Figure 32: Two thirds of consumers across 15 countries believe that price has a high or very high amount of influence on household care purchases 62
Figure 33: People may dislike housework, but the majority are not in favor of paying someone else to do it 63
Figure 34: French and Dutch consumers express the least concern about the build up of plaque 71
Figure 35: French, Dutch and Russian consumers are the least concerned about bad breath 71
Figure 36: Complacency about gum disease is apparent in a number of countries-particularly in Asia 72
Figure 37: The Soap and Detergent Association '2007 Clean Hand Report Card' highlights the poor personal hygiene habits of Americans with the overall conclusion: 'needs improvement' 75
Figure 38: Campaigns such as 'Germ Watch' in the UK and 'Global Handwashing Day' reflect the reality that many individuals do not practice good hygiene 75
Figure 39: A surprisingly high number of consumers in many countries express a lack of concern about minimizing body odor or sweat 76
Figure 40: CleanWell introduces natural antibacterial hand wash 77
Figure 41: Concerns are about parabens or petrochemicals are not deep-rotted but are nonetheless apparent 82
Figure 42: Concerns about the safety/harshness of chemicals used in cleaning agents exceed concerns expressed about parabens and petrochemicals in personal care products 83
Figure 43: Natural ingredient based health and beauty products are perceived as being ""better for you"" 85
Figure 44: Natural ingredients are no longer strongly associated with performance compromise in both household and health & beauty product usage 87
Figure 45: Although consumers have concerns about the harshness and safety of household and personal care products are not resulting in large scale avoidance behaviors 90
Figure 46: Traceability initiatives effectively support the overall branding efforts of food and drinks 92
Figure 47: HarvestMark is positioned as ""traceability that enhances safety and creates value"" 94
Figure 48: Health conscious consumers want to know about the products they ingest or topically apply so manufacturers are making greater efforts to be transparent 95
Figure 49: Easily confusable, active packaging and intelligent packaging are actually two distinct concepts 96
Figure 50: Recent technological developments that give consumers more control and confidence in checking fresh food reflect how it is important to provide re-assurances 97
Figure 51: There are clear drivers and inhibitors influencing the adoption of transparency and traceability initiatives 98
Figure 52: Poor personal hygiene habits are being linked with lost school days 102
Figure 53: Promoting good hygiene habits can drive occasions and contribute to better societal wellbeing 102
Figure 54: Industry players should attempt to make products fun to use to encourage consumers to adopt better, more thorough usage 104
Figure 55: The Clorox website's ""Cleaning Advisor"" helps consumers choose products for various tasks 106
Figure 56: The following products all use natural ingredients to some extent, while also emphasizing the omission of potentially harmful ingredients in marketing communications 107
Figure 57: Products that can combine chores could appeal to consumers as a means to save time 110
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