Eco-Friendly Parents and Pet Parents

Part
01
of six
Part
01

Demographics - Pet Parents

In the U.S., pet parents account for 67% of households. Pet parents are fairly evenly spread across age groups, an average of 1.8 pets are owned by a pet parent in the U.S., and the majority of pet parents have below $100,000 in household income. Additionally, pet ownership is fairly evenly spread across family sizes, most pet parents live in houses (owned or rented), and pet parents tend to reside in rural areas.

Demographics of Pet Parents in the U.S.

1. Age

  • Among people in the U.S. between the ages of 34 and under, 46.5% are pet parents.
  • Among 35-54 year-olds in the U.S., 56.3% are pet parents.
  • Among those 55 and older in the U.S., 46.4% are pet parents.
  • Pet ownership reaches its peak around the age of 45, as approximately 63% (estimated) of pet parents in the U.S. are that age.
  • An estimated 51% of 33 year-olds in the U.S. are pet parents.
  • Among those around the age of 38, an estimated 55% are pet parents.
  • At around 55 years old, an estimated 55% of people in the U.S. are pet parents.
  • Among people around the age 65 in the U.S., approximately 48% are pet parents.
  • According to the American Pet Products Association, "Millennials are now the primary pet-owning demographic" (35% of pet owners in the U.S.) compared to 32% of baby boomers."

2. Number of Pets

  • On average, a pet parent in the U.S. owns 1.8 pets.
  • Among dog-owning households in the U.S., the average number of dogs owned is 1.6.
  • Among cat-owning households in the U.S., the average number of cats owned is 1.8.
  • Among bird-owning households in the U.S., the average number of birds owned is 2.1.

3. Income Level

  • Among U.S. households that own pets, 50% had $55,000+ in household income.
  • According to the U.S. Pet Owners report, 36% of pet-parent households had under $50,000 in income.
  • Among pet-owning households in the U.S., 34% had household income between $50,000 and $99,000.
  • The percentage of pet-parent households in the U.S. with $100,000+ in income was 30%.
  • Among dog-owning households in the U.S., 52% had $55,000+ in household income.
  • Among cat-owning households in the U.S., 47% had $55,000+ in household income.
  • Among bird-owning households in the U.S., 41% had $55,000+ in household income.
  • The average U.S. household that owned a dog in 2016 had household income of $96,700.

4. Number of Family Members:

  • The percentage of U.S. households with three or more family members that only own a dog is 44%.
  • The percentage of U.S. households with three or more family members that only own a cat is 32%.
  • Among pet parents in the U.S., 57% are married.
  • Among U.S. pet parents, 42.9% are single.
  • According to the American Veterinary Medical Association's 2017/2018 report, "[t]he highest rates of dog ownership (55.5%) and cat ownership (32.7%) continue to be among the largest households by size" (number not stated).

5. Housing Type

  • Among U.S. homeowners, 57% are pet parents.
  • Among U.S. renters, 37% are pet parents.
  • Among mobile-home dwellers in the U.S., 73.8% are pet parents.
  • Among people in the U.S. who live in houses (not specific whether owned or rented), 65.8% are pet parents.
  • While the percentage was not stated, the American Veterinary Medical Association's 2017/2018 report stated that "[t]he lowest rates [of pet ownership] appear among those living in apartments, condos, duplexes and other multiple-family residences."

6. Geographic Location

  • Per the American Veterinary Medical Association's 2017/2018 report, pet parents in the U.S. tend to live in either rural areas or urban areas that have a population count under 100,000, while the fewest pet parents live in cities (though numbers not stated).
  • According to the aforementioned report, the following are the 10 states with the highest percentage of pet ownership: Wyoming (72%); West Virginia (71%) ; Nebraska (70%) ; Vermont (70%) ; Idaho (70%) ; Indiana (69%) ; Arkansas (69%) ; Mississippi (65%) ; Oklahoma (65%) ; and Colorado (65%).
  • The aforementioned report also stated the 10 states with the lowest percentage of pet ownership: Rhode Island (45%) ; South Dakota (46%) ; New York (50%) ; New Jersey (47%) ; Maryland (49%) ; Illinois (49%) ; Massachusetts (49%) ; Connecticut (50%) ; Georgia (51%) ; and New Hampshire (52%).
  • The dog-ownership rate is highest among households in rural areas, as 51% of rural households owned a dog, compared to 40% of households in suburban areas, and 33% of households in urban areas.

Research Strategy

We compiled the research findings presented above primarily from a combination of pet-ownership reports and media articles. Examples of sources we consulted and utilized throughout our research were Pet Food Industry, the American Veterinary Medical Association, Numerator, and Statista. All of our research findings are specific to pet parents in the U.S. Some of our findings about age demographics are estimated because one of the sources we used was a data graph from which we had to estimate the respective data points. Lastly, some of our findings are pet-specific due to the directly applicability of such data.
Part
02
of six
Part
02

Demographics - Eco-Friendly Parents of Children

Most of the sources suggest that millennials are the most popular generation of eco-friendly parents; among that, females are the primary shoppers as mothers have more concern in their environmental responsibility. Since most of the eco-friendly products are highly expensive, it is most likely that parents with a high level of income have the tendency to live an eco-friendly lifestyle.

Demographic of Eco-friendly Parents

1. Age

2. Gender

  • 73% of eco-friendly consumers are females.
  • Mothers show more concern about the environment than fathers due to the perceived social role of women as nurturers and carers of children.

3. Income Level

  • Parents with a higher-level of income show more tendency to purchase eco-friendly furniture.
  • Though parents are aware of eco-friendly products in the market, they do not prefer them due to the high-end price range.
  • Most of the eco-friendly products available in the market are expensive that everyone cannot afford them.

Other Relevant Findings

  • According to a survey by HitWise, people of Maryland and Massachusetts are likely to agree with all the eco-friendly statements, whereas people who live in Alabama, Arkansas, Iowa, Kentucky, and South Dakota do not seem to agree with any of these statements.
  • Most ecologists and environmentalists believe that small families are good for the planet.
  • Having a new child may decrease environmental attitudes and behavior. In fact, first-time mothers may show few negative changes as they are less likely to wear more clothes instead of more heating, use public transport, or share a car with others.
  • Only first-time parents who were already concerned about the environment had a small increase in their desire to have a greener lifestyle, but this did not lead to any actual changes in behavior.
  • Urban living likely results in, on average, lifestyles with a lighter environmental impact. Meanwhile, rural life may allow more flexibility for individuals to make personal choices aimed at minimizing one's ecological footprint.

Research Strategy

During the research, the complete demographic profile of eco-friendly parents, including all the required details, cannot be built. However, demographics of age, gender, and income level are presented along with useful information. The lack of publicly available data may be due to the fact that the research requirement is very specific for eco-friendly parents and for geographical focus as most of the information that is available addresses eco-friendly users in general.

The research team commenced by looking for pre-compiled demographic profiles of eco-friendly parents. The sources were from credible media, press releases, surveys, and research sites, including Research Gate, Digital Hub, HitWise, and MarketWatch. However, most of the articles are on demographic and psychographic profiles on eco-friendly consumers/users/audience through which few insights on eco-friendly parents are extracted.

Next, we attempted to break up the demographic into the required information separately and carrying out the research to each of the aspects independently, for example, the age group of most common eco-friendly parents, the average number of children in an eco-friendly family, the most commonly preferred house style, and location for eco-friendly families in the US. A study from Research Gate suggested that most high-level income parents prefer to purchase eco-friendly furniture. Also, most of the sources stated that eco-friendly products are expensive and not affordable for an average American, through which, it is assumed that most parents with high-level income have more tendency to live an eco-friendly lifestyle. However, any fruitful information on the number of family members, type of home, and geographical location cannot be found during this search tactic.

The research was expanded to a global level with the hopes of finding mentions/statistical data of demographics of eco-friendly parents of the United States. Credible media, press releases, parenting websites, and websites of NGOs were explored. CSR, UN, Populations Matters, International Institute of Sustainable Development (IISD) as well as Statista are a few of the sources utilized during this search. However, the strategy was not successful, as most of the sources are on methods/ advantages of an eco-friendly lifestyle.

Part
03
of six
Part
03

Pet Parents - Food Ingredients

GMO, grain and gluten ingredients are among the ingredients pet owners do not want to see in pet foods, while brown rice, natural and protein-rich ingredients are among those pet owners prefer. Below, our findings have been highlighted, followed by an explanation of why information specific to pet parents couldn't be obtained.

HELPFUL FINDINGS

RESEARCH STRATEGY

Eight pet food ingredients that are looked for and avoided specifically by pet parents couldn't be found. Instead, ingredients that pet owners in general want or avoid have been provided. Since search determined 94% of American pet owners extensively monitor their pets' nutrition, it seems likely that "pet parents" (pet owners who demonstrate high levels of affection towards their pet) will have similar pet food ingredient views and attitudes as pet owners in general. We have attempted to find pet parent-specific information in the following ways:

Initially, credible third-party pet-advice and pet-food industry publications were searched. Our reasoning behind this strategy was that these types of sources can either: [1] provide pet food-related advice to pet owners, which can be accompanied by information on ingredients that some or most US pet owners avoid, or [2] provide ingredient-related advice to pet food manufacturers which is backed up by surveys or similar consumer research studies. Petfood Industry, American Veterinarian and PetMD were searched, among other sources. Even though various articles and reports on the topic of ingredients pet owners should avoid existed, only three pet-food ingredients were specifically listed as those pet-parents avoid (corn, gluten and GMO ingredients). In addition, we were unable to locate any mentions of ingredients pet-parents specifically want in their pets’ food.

Next, we decided to examine comments, reviews and discussion panels (forums) such as Dog Food Advisor, as well as social media networks such as Twitter and Instagram, hoping to locate numerous comments from “pet parents” themselves stating they avoid or prefer a particular pet-food ingredient. Here, “pet parents” would be identified as pet owners demonstrating substantial affection towards their pets, such as having their pet as their profile picture, or similar criteria. This strategy has failed because very few comments from pet owners themselves stated they avoid or want specific ingredients in their pets’ food. Instead, pet owners’ comments primarily focused on food ingredients that are dangerous to pets, such as xylitol and legumes. When it comes to ingredients pet parents want in their food, they stated they seek "natural" or "real" ingredients, not specifying the particular ingredients they desire. On public discussion platforms such as forums, we found that many comments focused on the danger of grain for dogs, but no other specific ingredients were repetitively mentioned by pet owners as something they want or do not want.

We also attempted to locate associations or social media groups of pet parents. Our goal was to locate statements from members of these groups or associations that focus on specific ingredients they want included or excluded in their pets' food, but even though we located one Facebook group of pet parents, further search determined pet food ingredients weren't discussed by the members of the group.
Part
04
of six
Part
04

Eco-Friendly Parents of Children - Food Ingredients

Some of the food ingredients that eco-friendly and sustainable consumers, especially parents in the US, look for when buying food, include foods that are vegan, organic, dairy-free, and use natural flavors. They would like artificial flavors, GMO, and any No-No ingredients excluded from their food, and they prefer foods with limited meat.

Eco-friendly Parents

  • In a survey conducted by OnePoll on 2,000 Americans, of which 74% are parents, 70% consider themselves an eco-household.
  • In terms of food choices and preferences, 41% of the respondents said that an eco-household should avoid wasting food, 31% were of the opinion that an eco-household should purchase from ethical/sustainable brands, 29% of the respondents opined that the households should buy local foods from farmer's market, and 24% think eco-households should limit meat consumption.
  • Nielsen conducted a survey about the "Influential Sustainable Consumer" and noted that there was a 7.2% sales increase for food with sustainable claims, 24% for grass range, 22% for free-range, and 4% for dolphin free in the United States.
  • Sustainable consumers in the US are also "willing to pay more for products that contain sustainable ingredients or are environmentally friendly (90% vs. 61%), natural or ingredients (86% vs. 59%), or products that have social responsibility claims (80% vs. 48%)."
  • Another survey from FONA International, a Chicago based company, showed that parents are more willing to pay more than other groups. Also, aside from choosing ingredients and products due to health concerns, consumers value food safety, local sourcing, and environmental responsibility.

No Artificial Preservatives

  • According to the FONA survey, 82% of sustainable and health-conscious consumers choose products with no preservatives label.
  • Nielsen noted that there was an additional 1.2% increase in sales of products with sustainability claims such as "no preservatives added."

Non-GMO

Limiting Meat Consumption

Contains None of the No-No Ingredients

  • Aside from the no artificial preservatives label, there is also an additional 1.2% sales for those products that contain none of the "No-No" ingredients.
  • Nielsen has the list of these undesirable ingredients such as Chicken Fat, Cider Vinegar, Partially and Fully Hydrogenated Oils, Benzoic Acids, Artificial Colors, Methyl Paraben, and others.

Organic

Uses Natural Flavors

Vegan

Dairy-Free

Research Strategy:

We started the research by looking at surveys from Nielsen and OnePoll regarding the food ingredients eco-friendly parents are looking for. We also tried to look for anecdotes, especially those from influencers and celebrities, but we didn't find insights that can directly answer the client's question. We also tried to look for news articles that contain tips and suggestions. However, those articles lack quantitative data to support that the tips are indeed the attitude and behavior of eco-friendly parents.

Thus, we focused on available surveys to answer this request. The survey from OnePoll noted that 74% of those 2,000 Americans surveyed are parents. Therefore, we can conclude that the findings presented in that survey apply mostly to parents. However, the survey was more of the food choices and activities an eco-household should do and shouldn't do and not on specific food ingredients. We only included "limiting meat consumption" because it directly shows that meat should be reduced as an ingredient or part of a meal. The survey also mentioned purchasing from ethical/sustainable brands and buying local foods from farmers. Though these are not specific ingredients, this gives us an insight into the food choices of eco-friendly parents.

We searched further and found surveys from Nielsen and FONA International National Consumer Survey. Though Nielsen listed "No-No ingredients" and how they could affect sales, most of the findings are more of the labels consumers looking for grass range and free-range food. Thus, we used it to support our findings. FONA International, on the other hand, noted that parents are willing to pay more for sustainable and healthy choices than other groups. It also mentioned that consumers value food safety, local sourcing, and environmental responsibility, aside from obvious health concerns in choosing food. Since parents are active and are more willing to pay more for sustainable products compared to other groups, we used it as a basis to use the overall attitude of consumers looking for sustainable food ingredients.
Part
05
of six
Part
05

Eco-Friendly Parents of Children - Where They Food Shop

The most common types of stores that eco-friendly parents shop at for food are supermarkets, big box stores/club stores, locally-owned establishments, and convenience stores. While eco-friendly parents are beginning to shop online for groceries more often, they still prefer brick-and-mortar locations by a wide margin. Details on these insights are below.

Supermarkets

  • Based on an Influenster poll, 88% of millennial mothers prefer shopping in supermarkets.
  • On the second annual Retailer Preference Index, in the area of quality, which includes natural and organic options, the top five grocery stores in the U.S. were Wegmen's, The Fresh Market, Trader Joe's, Publix Super Markets, and Sprouts.
  • Whole Foods was the third-most popular grocery store for millennials according to the 2017 Food Love List at 39%. This was followed by Trader Joe's at 34%.
  • Older millennials (age 30+) are considered the "peak demographic for traditional-format supermarkets, such as Kroger and Albertsons."
  • Kroger garnered 20% of millennial spend on groceries in 2017, followed by Whole Foods at 16%.

Big Box Stores/Club Stores

  • The Influenster poll also showed that 81% of millennial mothers would rather shop in big box retail stores for groceries.
  • The preference for big box stores can be "attributed, at least in part, to the time it takes to shop one location over several."
  • Millennial moms are looking for retailers that are well organized so their "needs can be quickly found and purchased." As such, millennials have earned the reputation as "one-stop shoppers."
  • According to the 2017 Food Love List, Walmart (43%) and Target (42%) topped the list of favorite grocery stores for millennial grocery shoppers.
  • Millennials under the age of 30 are considered the "peak age group for buying groceries at mass merchandisers Walmart and Target."
  • Costco was another frequently visited store for groceries in 2017, accounting for 34.5% of millennial spend on groceries.
  • Millennial dads are more likely to shop at club stores for groceries than millennial moms.

Locally-Owned Establishments

  • Gen X moms are more likely to "shop at locally-owned establishments and buy locally-grown food" than moms of other generations.
  • At 42%, farmers' markets are the third-most popular locale for millennial mothers who shop for groceries.
  • Millennials see shopping at farmers' markets as a "way to support small businesses and show a concern for community." They also like the image that shopping at farmers' markets presents, which is that they are "embracing natural foods and eschewing pesticides and artificial growth hormones."
  • About 23% of millennial moms prefer shopping at local delis for their groceries.

Convenience Stores

  • About 13% of millennial moms prefer convenience stores for groceries.
  • Millennial dads shop at convenience stores for groceries more often than millennial moms.
  • Approximately 16% of millennials visit a convenience store daily, which is "five percentage points higher than any other generational group."
  • In addition, 61% of millennials who shop at convenience stores have purchased prepared foods.
  • Millennials are likely to use convenience stores more "as the selection of fresh, healthy, portable snacks and small meals expands." Already, 43% of millennials have purchased items from a convenience store deli counter or cold case.
  • Busy parents are an up-and-coming demographic for convenience stores "because their modern convenience needs are compelling them to seek new retail solutions that other channels aren’t providing." These parents are more likely to visit convenience stores than non-parents and would be more likely to "take advantage of in-store seating areas and ready-to-eat meals to make their lives easier."

Online

  • A study by Valassis showed that just 8% of consumers buy their groceries online, but this increases to 17% for all parents and 20% for millennial parents.
  • In addition, 13% of millennial parents order groceries at least once a week from local grocery stores and have them delivered and 15% of millennial parents order groceries from "pure-play" online sellers like Amazon, Peapod, FreshDirect, and Jet.com.
  • However, overall, millennial parents still prefer to shop for groceries in traditional grocery stores (88%) and big box stores (81%) instead of online.
  • Approximately 11% of millennials with kids purchase groceries online "almost every time," 28% purchase groceries online "at least fairly often," and 50% purchase groceries online "at least occasionally."
  • Having children is a significant driver of online grocery sales, which explains why this channel is more popular with older millennials than with younger millennials. As younger millennials establish families, they are joining the ranks of parents who shop for groceries through the e-commerce channel.
  • Millennial dads shop for groceries through online channels more often than millennial moms.
  • Millennials prefer to shop for nonperishable items when purchasing groceries online.

Research Strategy

We began our search for the most common types of stores that eco-friendly parents of children shop at for food and the channels they most frequently use by determining what is meant by "eco-friendly." A HomeGuides article provided the actual definition of "eco-friendly" ("not harmful to the environment"), but also expanded it to mean keeping "both environmental and human safety in mind." This includes "the use of sustainably grown or raised ingredients, produced in ways that do not deplete the ecosystem" and "organic ingredients or materials [that] are grown without toxic pesticides or herbicides." Using these characteristics, we determined that an eco-friendly parent would be one who is concerned with purchasing organic or natural foods for themselves and their children, as well as one who is concerned with where their food comes from.

From here, we searched for formal surveys and studies from sources like SupermarketNews, NPD, FMI, Grocery Dive, and others that looked at where eco-friendly parents shop. There was nothing specific to eco-friendly parents of all generations, but we did discover in an NPD study that gen X and gen Y moms are considered more eco-friendly than other generations. For example, the study found that gen X and gen Y moms are "equally likely to say they regularly consume health/natural/no-preservative/organic food brands. In addition, gen X and gen Y moms are "on par with the total population for using eco-friendly/green products." This data led us to believe that most parents who are considered eco-friendly are either young gen Xers or gen Yers, who are also known as millennials. Therefore, we focused our attention on where millennial and young gen X moms and dads shop for groceries. The studies focused more on millennials as they are known to be more eco-friendly than other generations. Therefore, our findings also include more insights specific to millennial moms and dads than gen X moms and dads.

As there is little data available on eco-friendly parents specifically, we had to include a study from 2015, which provides data on where millennial moms shop. More recent sources show their grocery shopping habits have not significantly changed since 2015, except for an increase in the number of parents using online grocery channels. We included data on this increase, but believe the top two types of stores where millennial parents shop are traditional supermarkets and big box stores/club stores. Additionally, as there are more than 20 million millennial parents in the U.S., we also included some grocery shopping statistics for millennials in general, assuming that these statistics would also likely apply to millennial parents.
Part
06
of six
Part
06

Pet Parents - Where They Food Shop

Based on total US sales accumulated per type of store and channel, the most common pet food stores are mainstream big-box retailers and traditional retail outlets such as grocery stores (48.5% market share), pet superstores and neighborhood pet stores or specialty shops (24.2%), farm and feed shops (10.6%), and vet clinics (4.8%). While online channels are the fastest-growing in terms of pet food purchases, most US pet owners still prefer to purchase their pet's food in brick and mortar stores (89% market share). This trend, however, may change in the coming years, considering the 45% online annual growth rate.

Types of Stores

Mainstream Big-Box Retailers

  • In the latest report by Nielsen, US mainstream big-box retailers generated $16 billion in annual sales, or about a 48% market share. This figure excludes online sales as e-commerce sales are reported separately.
  • Mainstream retailers expect an annual sales growth of 2.7%.

Pet Superstores/Specialty Shops

  • In 2017, pet superstores and neighborhood pet stores/specialty shops generated $8 billion in annual sales—excluding online sales—or an equivalent of 3.2 billion pounds of pet consumables and a 24% market share.
  • Annual sales in 2015 were $13.1 billion; total pet food sales were $30.27 billion in the United States.
  • From a report by Pet Business, a trusted trade journal in the pet industry: "with [an] unmatched assortment available online, as well as the convenience of pet food availability in mainstream retail, pet superstores have struggled to compete." This segment will only record a growth rate of 0.6% in the coming years.

Farm and Feed Stores

Vet Clinics

  • Pet food parents/shoppers generated a total of $1.6 billion in sales (about 5% share) of pet food purchased from vet clinics.
  • Pet food sales from vet clinics will see decreasing growth or will record a -6.4% growth rate in the coming years.

Type of Channels

Brick and Mortar

  • Most US pet owners still prefer going to brick and mortar stores when purchasing pet foods. More than $29 billion of equivalent sales are from this channel, or about an 89% share of the total market.
  • In a recent survey by Nielsen’s Digital Shopping Fundamentals, it was revealed that "one-in-two pet owners (51%) indicate that they don’t ever plan to shop for or purchase pet items online."

Online Stores

  • In 2017, online or e-commerce stores generated $3.6 billion in annual sales; total US sales in the pet food industry were $33 billion.
  • Packaged Facts reports that "the internet represents the fastest growth channel for pet product sales [and] projects sales of pet products sold online will double between 2017 and 2022." From another Nielsen report, online channels will record an annual growth rate of 45%.
  • Accordingly, online sales are mostly from mainstream retailers and specialty stores.

Research Strategy:

To determine the most common type of stores and channels for pet food purchases in the United States, the research team looked at industry reports, surveys, and studies released recently. As there were no reports which could provide the number of pet owners purchasing pet foods by type of stores, we used the report which shows the total sales accumulated based on pet owners' pet food spending. The total sales reflect the popularity or shows which types of stores see the most pet food purchases. We then searched other reports, news articles, and publications to get more insights and/or statistics to back up the findings. Most articles refer to either the Nielsen reports and Packaged Facts reports. These reports broke down the segments per channel and they combined types of stores and channels together (.i.e., mainstream or big-box retailers, pet superstores or specialty stores, e-commerce stores, farm shops, and vet clinics). This means that online or e-commerce stores are considered as one type of store and are considered one channel. All online sales from the retailers and specialty stores were included in the online sales channel. Because there might be a need to separate the type of stores from the channel, the research team excluded the online channel segment from the type of stores and included it in the type of channels. From the total sales, we deducted the online sales value to get the total brick and mortar figures. See calculations below.

*Most common types of stores:
1. Mainstream big-box retailers = ($16.0 billion / $33 billion) * 100 = 48.5%
2. Specialty stores = ($8.0 billion / $33 billion) * 100 = 24.2%
3. Farm and feed shops = ($3.5 billion / $33 billion) * 100 = 10.6%
4. Vet clinics = ($1.6 billion / $33 billion) * 100 = 4.8%

*Types of channels
1. Brick and mortar = [($33 billion - $3.6 billion) / $33 billion] * 100 = 89.1%
2. Online or e-commerce stores = ($3.6 billion / $33 billion) * 100 = 10.9%

*Please note that the calculations of market shares above are based on the pet food market size ($33 billion) in the United States.
Sources
Sources

From Part 02
Quotes
  • "Contrary to what one might believe, the environmentally friendly audience is more likely to be aged 45 or older, while younger age groups are less likely to agree with these attitudes. "
  • "This audience of environmentally friendly consumers is more likely to be married, with 56% being presently married, but they are less likely to be parents, with only 38% having one or more children."
  • "It appears that “green women” are likely to be found in generally more conservative states, whereas “green men” are likely to be found in coastal, liberal states."
Quotes
  • "They are inclined to prefer furniture that is not harmful for health and environment. Especially, parents with a higher level of income tend to have a higher level of inclination. According to the analyses, despite the existence of eco-friendly furniture in the market, they are not widely preferred by parents due to high prices."
Quotes
  • "Millennial parents want the toys and games their children play with to be more eco-friendly, reflecting their values to live more sustainably, according to an in-depth report by The Toy Association and ProdigyWorks."
Quotes
  • "Although some have found a “motherhood effect” – where mothers show greater concern about the environment than fathers – these differences are often explained by the perceived social role of women as nurturers and carers of children."
Quotes
  • "The price issue has been an ongoing concern for many. When we published a post curating affordable eco-friendly and ethical underwear brands, which was set at USD $29 or less, a reader pointed out that most people couldn’t afford to purchase underwear at the higher end of this price range."
Quotes
  • "• 68% of millennials bought a product with a social or environmental benefit in the past 12 months."
  • "The results showed that millennials are the most likely demographic to tell friends and family about CSR efforts and to give a company direct feedback. A company targeting the millennial customer as a component of their business model would be wise to become socially and environmentally responsible. "
From Part 03
Quotes
  • "Ninety-four percent of American pet owners indicated that their pet's nutrition is just as important as their family's nutrition, while 43 percent stated that they would be eating healthier meals, if they ate their pet’s food."
From Part 04
Quotes
  • "The survey of 2,000 Americans – 74 percent of which were parents – found that seven in 10 American homes class themselves as an eco-household."
Quotes
  • "They’re also more willing to pay more for products that contain environmentally friendly or sustainable ingredients (90% vs. 61%), organic / natural ingredients (86% vs. 59%), or products that have social responsibility claims (80% vs. 48%)."
Quotes
  • "Recent Nielsen Product Insider figures for animal welfare claims showed that “farm raised” and “farmed seafood” categories saw declines of -19% and -4% respectively, while “grass fed” (+24%), “free range” (+22%) and “dolphin safe” (+4%) saw major growth. "
  • "At the intersection between healthy for me and healthy for the world, this translates into a strong desire for ingredient transparency, support of plastic initiatives, and organic and natural products. In fact, all measured levels of sustainability and transparency are outpacing the sales of conventional products across the board."
Quotes
  • " Consumers starting a nutrition program, parents and higher income consumers were also more willing to pay more than other groups. "
  • "Select the items you perceive as healthy. Choose all that apply. No articial preservatives 82% No articial sweeteners 76% No artificial colors 72%"
From Part 05
From Part 06
Quotes
  • "Together, 'specialized' pet retail offerings (superstores and neighborhood pet stores) represent a combined $8 billion in annual sales and 3.2 billion in pounds of pet consumables."
  • "Rapid growth in e-commerce hasn’t stopped consumers from hitting mainstream big-box retailers for their pet food needs. While brick-and-mortar growth has remained modest, consumers have spent more than $16 billion on pet food at traditional retail outlets, up nearly 2% from a year ago. "
  • "With unmatched assortment available online, as well as the convenience of pet food availability in mainstream retail, pet superstores have struggled to compete."
Quotes
  • "Pet food sales in the US pet specialty channel reached US$13.1 billion in 2015, or about 43 percent of the overall US$30.27 billion pet food market, according to data from GfK and Packaged Facts."
Quotes
  • "Packaged Facts reports the retail landscape is changing for pet food and pet treat products. In the new omnichannel era of pet product shopping, the internet represents the fastest growth channel for pet product sales. Packaged Facts projects sales of pet products sold online will double between 2017 and 2022."
Quotes
  • "With unmatched assortment available online, as well as the convenience of pet food availability in mainstream retail, pet superstores have struggled to compete."
Quotes
  • "The pet industry has been experiencing explosive growth. According to The American Pet Products Association, almost 85 million households have a pet and over the last 30 years pet ownership has gone from 56% to 68% of all households."