dupont china green living survey
TRANSCRIPT
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What is a Biobased Product?
Composed of biological,
renewable agriculture or forestry
materials
Does not contain synthetics
Is biodegradable
Often replaces petroleum-based
ingredients
2
About Green Consumer Products
Personal
care and
cosmetics
Fabric &
clothing
Personal
hygiene
Cleaning products/ detergents
Carpets
3
About the Survey
Measured Chinese consumers’ awareness, perceptions and
attitudes about household green products generally, and
biobased products in particular.
Methodology
Face-to-face interviews with
1,000 Chinese consumers
Street intercept interviews at
heavily populated downtown
locations
10 cities (100 interviews in
each city)
Conducted July 21-August 6,
2012
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Shanghai
Hong Kong
Beijing
Nanjing Chengdu
Yinchuan Dalian
Wuhan
Huangshi
Guangzhou
Consumer Awareness of Green Products
DUPONT CHINA GREEN LIVING SURVEY
6
Consumer Awareness of Green Products
5%
38%
47%
10%
Very familiar Somewhat familiar
Not very familiar
Not at all familiar
LESS THAN HALF OF CONSUMERS CLAIM TO HAVE AT LEAST
SOME FAMILIARITY WITH GREEN HOUSEHOLD PRODUCTS
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Confidence in Green Products as Better for the
Environment
THE MORE FAMILIAR CONSUMERS ARE WITH GREEN PRODUCTS, THE MORE
LIKELY THEY ARE TO BE CONFIDENT IN THE ENVIRONMENTAL CLAIMS.
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Very confident
Somewhat confident
7%
20%
46%
54%
57%
42%
Not very familiar Somewhat familiar Very familiar
Chinese Consumers Express Greater Confidence in
Green Products than North American Consumers
9
PERCENTAGE OF CONSUMERS IN CHINA, CANADA AND THE UNITED
STATES WHO SAID THEY ARE VERY OR SOMEWHAT CONFIDENT THAT
GREEN PRODUCTS ARE BETTER FOR THE ENVIRONMENT.
Characteristics that Make Products Green
37%
36%
26%
23%
23%
22%
47%
48%
50%
53%
50%
52%
13%
11%
19%
15%
22%
16%
2%
3%
3%
4%
2%
4%
Contains recycled materials
Made from renewable materials
Uses less energy to produce
Requires less energy to use at home
Uses less water to produce
Requires less water to use at home
10
Definitely
Likely
Likely not
Definitely not
Don’t know/not applicable
1%
2%
5%
3%
2%
6%
Awareness and Perceptions of Biobased Products
DUPONT CHINA GREEN LIVING SURVEY
11
CONSUMER AWARENESS OF TERM “BIOBASED”
32%
58%
10%
Yes No Don't Know
12
Three in 10 Consumers Have Heard the Term “Biobased,”
Most Commonly About Personal Care Products and Fabrics
22%
18%
11%
10%
6%
2%
6%
57%
Personal care products/cosmetics
Fabric and clothing
Cleaning products/detergent
Plates/cups/toys/bags
Furniture and home improvement
Fuel
Other
None/Don’t Know/Not Applicable
Consumer Awareness of Term Biobased by Product Type
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PRODUCTS WITH BIOBASED INGREDIENTS
Impact of Biobased Ingredients on Product Quality
CONSUMERS ARE MORE APT THAN NOT TO BELIEVE THAT
BIOBASED INGREDIENTS IMPROVE THE QUALITY OF A PRODUCT
65%
63%
62%
50%
48%
16%
16%
14%
22%
28%
14%
13%
19%
18%
15%
Personal care products with naturally derived ingredients
Personal hygiene products made with biobased enzymes
Detergents that clean at lower water temperature
Clothing made with biobased enzyme
Carpet made with renewable fibers from plants
14
Better
No difference
Worse
Don’t know/not applicable
5%
8%
5%
10%
9%
Likelihood to Buy Products with Biobased Materials
33%
30%
30%
22%
20%
49%
47%
51%
56%
38%
13%
16%
10%
14%
24%
2%
3%
3%
4%
10%
Detergents that clean at lower water temperature
Personal care products with naturally derived ingredients
Personal hygiene products made with biobased enzymes
Clothing made with biobased enzyme
Carpet made with renewable fibers from plants
MAJORITIES WOULD LIKELY, IF NOT DEFINITELY, BUY
PRODUCTS MADE WITH BIOBASED MATERIALS
15
Definitely buy
Likely buy
Likely not buy
Definitely not buy
Don’t know/not applicable
3%
4%
6%
4%
8%
China Green Growth Drivers
Middle class population to grow from 300
million to 800 million by 2025
Limited resources—water, land, materials
Energy intensity and carbon emission
reduction targets
Demand from global consumers for green
products
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Manufacturers See Increasing Value for Products
with Environmental Benefits
17
57%
76%
86%
2011 2016 2021
DUPONT CUSTOMERS THAT SAY THEIR CUSTOMERS HAVE "HIGH" OR
"MODERATE" VALUE FOR PRODUCTS WITH ENVIRONMENTAL BENEFITS.
DUPONT CUSTOMERS THAT INDICATE A "HIGH" OR "MODERATE"
VALUE TO A LIST OF ENVIRONMENTAL BENEFITS
Manufacturers Rank Most Important Environmental
Benefits
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Reduced carbon emissions
Reduced impact on ecosystem, land-use or biodiversity
End product is recyclable or biodegradable
Reduced waste in manufacturing process
Reduced impact on water quality
Reduced use of energy
Reduced air/water pollution
Inherently safer materials 76%
69%
59%
57%
57%
67%
60%
61%
Impact of Survey Results on Consumers in China
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Raises consumer awareness of biobased products
Informs consumers of what biobased products are and their benefits
Advocates a healthy and sustainable lifestyle for consumers and
influences positive consumer trends
Strengthens market confidence, which improves sector investment
opportunities and provides more products for consumers
Impact of Survey Results on the Chinese Marketplace
20
Draws industry attention and strengthens market confidence,
which demonstrates market potential in China
Encourages more investment and innovation in the industry
Shows how businesses can leverage China's 12 FYP with a strong
emphasis on environmental progress
Engages industry leaders on how to capitalize on the potential of
biobased products
How the Survey Results Tie to China’s 12 FYP
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Broad adoption of biobased products can help China
meet reduction targets for energy intensity and carbon emissions
set out in the 12th FYP
President Hu Jintao's keynote report at 18th Congress emphasized
the importance of ecological progress and proposed to build a
more "beautiful” China