Across all shopping categories and within the holistic wellness market, Canadian consumers told market research company Mintel that, at this moment, they value products which boast claims of sterility and disinfection over claims of eco-friendliness, by a 66% majority. Additionally, 47% of Canadians value time savings over purchasing products with eco-friendly claims. However, a bifurcation exists in which 41% of consumers expressed a willingness to pay a premium for natural products, perhaps signifying that there is a pressure for makers of natural products used in home, beauty, and holistic wellness to substantiate and communicate the efficacy and safety of their products. Regardless, the appeal of sustainability appears to be taking a hit in terms of product attributes that are at consumers’ top of mind.
 
Nonetheless, Meghan Ross, senior research analyst of Home and Beauty at Mintel, said that there is a window for integration of natural solutions into a wide range of categories previously not associated with it. She anticipates success for products which leverage the benefits of both sterility and disinfection and natural sourcing.
 
“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,” Ross said. “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 wellbeing in a holistic way. Simple steps like adding aromatherapy scents or skin-conditioning ingredients to a household product will enhance the user experience. As holistic views of health are embraced, shoppers will be expecting household and personal care products to become more intertwined.”
 
Essentially, green claims don’t have as much impact as standalone attributes, Ross said.
 
“Green products cannot depend solely on their green claims as our research shows that even eco-shoppers are willing to forego their ideologies if it takes too much effort otherwise,” Ross continued. “Green products need to be just as convenient and easy to use as traditional household products if they are to attain widespread use.”
 
Ross said that the shift will not be long-lived, and expects consumer priorities of sustainability and eco-friendliness to return to their prominence once the pandemic ends, and consumers will remain willing to pay premiums in order to buy products which are more beneficial to the environment even in spite of economic downturns.