Packaged Facts, Hartman Group Release 4-Part Sustainability Study

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Packaged Facts, Hartman Group Release 4-Part Sustainability Study

Market research firms Packaged Facts and The Hartman Group have teamed up to publish a series of reports tracking current consumer attitudes and shopping behaviors in relation to “sustainable” consumer packaged goods.

The four reports in the just-completed series on Consumers and Sustainability are “Food and Beverage,” “Personal Care,” “Household Cleaners” and “OTC Medications and Supplements.”

The “Food and Beverage” report examines the relationship between sustainability and emerging definitions of food quality, and how consumers use sustainable attributes to infer food quality, and food quality to infer sustainability.

Within the personal care market, personal health-and-wellness concerns remain the most important motivation for purchasing sustainable products, said New York-based Packaged Facts. Nonetheless, “natural” remains a meaningful reference point for a variety of sustainable personal care products, even if the term has lost significance in other packaged good categories, according to findings of the “Personal Care” research report.

The Household Cleaners” study reports on consumers’ interest in working with nature, not against it, to restore balance to their home environments naturally.

The “OTC Medications and Supplements” part of the series examines how increased media coverage of tainted medications due to human error and globalized production has generated rising consumer awareness of sustainability issues surrounding over-the-counter medications and supplements.

The series draws on an online survey of 1,856 U.S. adults consumers conducted in September 2008 by the Bellevue, Wash.-based Hartman Group, as well as qualitative research on sustainability in three markets (Seattle, Dallas and Columbus, Ohio) during August 2008. In addition, Packaged Facts provides a market update based on the company’s various market-specific studies, a Packaged Facts February 2009 online consumer poll, and Experian Simmons national consumer surveys fielded from November 2008 through June 2009.

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