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Is inflation stalling
the green momentum in FMCG?

Issue 4 | September 2022

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Challenging
times in a
changing
landscape
The spotlight may not be on the
climate, but the time is now for
brands to act.
Welcome to the fourth edition of like France, are going further, with Despite the number of Eco
Who Cares? Who Does? The world a wider range of banned products. Actives falling, they are still
has come a long way since its first worth $376 billion to the
edition. When we started this But what we see here is also a FMCG industry.
report in 2019, plastic waste was mixed story. Our most
high on the media agenda, and the environmentally conscious group They also remain the group of
‘Blue Planet’ effect was in full force. has declined when compared with shoppers most supportive of new
the figures during the pandemic, brands and formats in the green
When we look at the landscape driven by other concerns such as space and are likely to be early
today, the issue might not be as war and financial issues taking adopters of any initiatives being
visible in the press, but we have a precedence. Stalling momentum in launched.
core group of 18% of the population the green space from brands and
for whom reducing their waste is a governments is also not making However, there is still a long way for
firm habit – we call this group Eco environmentally conscious living as brands and retailers to go in
Actives. There has been a accessible and prominent as it helping shoppers make sustainable
proliferation of choices for refills, should be. But this group presents a choices. People are still being asked
recycled, and recyclable plastic huge financial opportunity for to compromise in terms of quality,
packaging. We see meat brands, and we still project that price, and convenience – and in
alternatives in stores in European numbers of Eco Actives will increase many countries and categories
markets, and more local, natural, over the next five years. there are no real green alternatives.
and organic products in Latin Getting the equation right to help
America, attracting our most close the value-action gap is ever-
environmentally conscious more critical, as economic concerns
shoppers. Government legislation in get more pressing for consumers.
the EU has banned many single use
plastic items and some markets,
like France, are going further, with
In the next few chapters, you will discover

How the global population stacks How sustainable products are

up in terms of actions on evolving – and which brands are
sustainability. You will see how winning out
attitudes have changed and the
factors impacting consumers’
decisions

Who Cares? Who Does?

What brands can be doing to truly is one of the largest globally
make a difference and see long- consistent reports, reaching
The large and growing opportunity term success. 99,000 respondents over
that environmentally conscious 24 countries. This annual
consumers offer, and the vast study connects consumer
unmet needs of this group attitudes and actions to real
shopping behaviour across
all the categories in the
FMCG space.
How we do it
Who Cares, Who Does is a
globally harmonised survey
across 24 markets on our
household purchase and
usage panels.

Belgium, Brazil, Chinese Mainland, Colombia,

Central America, Chile, Czech Republic,
Ecuador, France, Germany, Great Britain,
Hungary, India, Ireland, Italy, Mexico,
Netherlands, Peru, Philippines, Poland,
Portugal, Slovakia, Spain and the US.

>99,000 respondents

Took place between

May - June 2022
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How has the

population
shifted?
See how we categorise the
population – and how world events
have led to changing attitudes and
priorities across the globe.
Reintroducing our Eco Segmentation
Our Eco Segmentation sits at the core Additionally, reducing plastic waste
of Who Cares? Who Does?. It divides is an area where we, as people,
the global population into three have some level of personal control
distinct consumer groups based on – and taking action in this way is
their plastic waste footprint. not directly linked to saving money
(compared to, say, reducing car
We segment people based on the use, which would skew our
actions they take to reduce plastic. findings).
The actions we look at are everyday
activities, from using a refillable water
bottle to avoiding fruit and
vegetables wrapped in plastic
packaging.
(1) Please note that the statements have
changed slightly this year. There has
While it can be argued that plastic been some reduction in the statements
is only one factor in the complex used in the definition, due to law
landscape of sustainability, we changes in the EU, where specific single-
use products, such as cutlery, have been
have found that actions in plastic banned. We have removed these parts of
reduction are well correlated with the study, as these actions do not reflect
other sustainability-driven actions, personal choices. The back data shared
has been reworked to be consistent, so
such as eating less meat, buying you might notice small differences with
second-hand items, and seeking the numbers on previous years.
out natural and organic products.
The evolution
of Eco Actives

For the first time in the report’s Eco Actives are currently worth
four-year history, we have seen over $376bn to FMCG. Eco
numbers of Eco Actives, the most Considerers are also worth $766bn
sustainable shoppers, decline when – and are not a group to be
compared to the previous year. forgotten when brands are
considering their environmental
Eco Actives dropped by 4% credentials and brand growth.
in 2022 compared to 2021 When we total the global
and 2020 – while Eco population that have at least some
Dismissers rose by 7% to interest in sustainability, this
44% of the global amounts to $1.14 trillion in
population. spending. It is clear that, despite
fluctuations, the environmental
This is an unprecedented shift – and angle for products and categories is
amidst a growing urgency for still rich territory for any brand to
climate action, it may come as a target.
surprise. But all is not lost. While But these changing dynamics in
the number of Eco Actives have group sizes are not the whole story.
indeed dropped compared to To fully understand the picture, we
pandemic figures, they still remain must view the trends through both
above 2019 levels. a micro and macro lens.
The global picture

The drop in Eco Actives compared

with pandemic levels is not a
universal story – though it is
certainly a global trend.

When we break the data out to a

country level and home in on the
Eco Actives, we see a varied
outlook. Some markets have heavy
drops of five per cent or over; Spain
tops the list, but joining the group
are Ireland, Portugal, and India. On
the opposite end of the scale,
France, the US, and Colombia are
outliers with flat or growing Eco
Active groups.

We will look at the stories of France

and Colombia in the next chapter
and analyse how and why they
bucked the trend.
What is shifting the may have had during government which may be a symptom of this
sustainability story? and state-enforced lockdowns. The ‘back to normal’, time-poor
means a return to seeking lifestyle, as we experienced pre-
When we analyse the countries with convenience over plastic-free items: Covid. There is also the added
the largest decline in Eco Actives, we we have seen people buying fewer hygiene factor that comes with
see them focused on concerns on the refills, avoiding plastic less and single-use items off the back of the
economy and the war in Ukraine. buying plastic drinks bottles more, pandemic, from masks to coffee
which may be a symptom of this cups.
Amidst a difficult world climate,
from conflict to political instability
to spiralling costs and inflation,
environmental issues have dropped
down the priority list for many
people in their day-to-day worries.
It is perhaps unsurprising that
against these very prominent and
present issues, that sustainability
and its more long-term negative
effects are not being prioritised.

And we are living in a post-

pandemic era, which has its own
effects. As lifestyles have got busier,
more people are back to work and
social lives are back on track,
people don’t have the time they
may have had during government
Economy vs.
environment: the cost of
conscious consumption

There is evidence to suggest that Fundamentally, many plastic-free

economic struggles are making it brands and products come at a
harder to act sustainably. In fact, price premium or are only available
45% of people said that they in specialist shops or online. For
agree or strongly agree to the many, it can be hard to control
statement “I have found it harder household spend when visiting a
to act sustainably recently due to wide range of stores and channels
social or financial constraints”. By compared to doing a larger, one-
contrast, only 15% disagreed with stop shop. As such, when people
the statement. shop in bigger supermarkets
instead of local markets and
Shoppers are likely, in a tough smaller stores, they are met with
financial climate, to have less fresh foods wrapped in plastic.
money to spend on sustainable Supermarkets also tend to offer a
products which are often priced at wide range of convenient ready-to-
a premium. And when budgeting is eat goods which are also heavily
front of mind, choosing discounts, packaged.
volume over price, and cheaper
alternatives become front of mind,
and take precedence over a
product’s sustainability credentials
or packaging.
Lead from the front which also saw some of the largest
and people will follow drops in Eco Actives. This suggests
that pessimism could be reducing
Another reason for the drop off in Eco people’s desire to act.
Actives could be some disillusionment
with the progress made so far in A key factor in setting Eco Actives
fighting the climate crisis. apart from other groups is that
they are more likely to strongly
This is a group that thrives on agree with the statement ‘I feel I
optimism, yet we found that there can make a difference to the world
is cynicism among them regarding around me through the choices I
how far brands are going, and how make and the actions I take’. 31%
much brands truly care about the of Eco Actives strongly agreed with
environment. this statement, compared to only
8% amongst the Eco Dismissers.
Over 50% agreed that all But for Eco Actives to make these
companies only care about choices, they must be available to
profits and eco claims are them in the first place.
just another marketing
tool. The message consumers
are sending to brands is
Overall, the places where the most clear: be the standard
people felt brands were concerned bearer for sustainable
with profits rather than the products and shoppers will
environment came from Germany, stand behind you.
Belgium, and Spain – countries
which also saw some of the largest
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The Eco
opportunity
Eco Actives are a huge market that
brands are under servicing. But how
big is the opportunity? And is it
worth the investment?
A race against the
climate clock

The dip in the percentage of Eco Actives

reduces our expectations for growth for
the group compared to previous years.
To gain a more comprehensive idea of
how this segment might grow, we have
created two projection scenarios: one
optimistic, the other pessimistic. Both
these views predict a rise in the number
of Eco Actives over the next five years.

The most pessimistic scenario assumes

that the growth in the previous two
years was largely boosted by the
pandemic lockdowns and slower ways
of living. The optimistic scenario
assumes that this year is a blip due to
the war and a significant increase in
levels of global inflation. There is, however, significant
headroom between peoples’
The climate crisis is not an issue aspirations and their actions. With
that is going away, as a society we more support from governments,
must reduce plastic waste and find retailers, and brands we can close
ways of taking sustainable action. the gap and beat the climate clock.
There is, however, significant
Success stories The issue of waste management Governments in both countries have
France and Colombia and reduction is still being covered introduced new laws banning a
extensively in local media and this significant number of single-use
Two countries that saw their is a result of active government plastics which has generated public
number of Eco Actives grow and legislation coupled with and local media discourse. In France
Eco Dismissers decline were France momentum from brands and rules such as ensuring drinking water is
and Colombia. These markets both retailers. The fact that this remains available in public places has had the
have a higher-than-average front-of-mind in these countries desired knock-on effect of more people
concern around climate and means consumers are more carrying refillable containers. It's one of
environmental issues compared to compelled to act. the only countries to see more people
the global population. using refillable water containers – up by
5 percentage points compared to 2021.

But governmental activity is not

working alone. A major initiative
making the plastic reduction case
more visible is through the work of
Grupo Exito in Colombia, a
department store company who are
working with Unilever to launch
recycling facilities in at least 18 sites
across five cities (their SOYRE
initiative). This has raised the profile
of recycling and has made positive
action on sustainability more
accessible for many people.
How good intentions are This value-action gap is
a great opportunity worth $991 billion to the
FMCG industry.
We are still seeing a large value-
action gap when it comes to In many supermarket categories,
packaging. people have no real alternatives to
unrecyclable soft plastic. In times of
The majority of people still have economic hardship and high petrol
good intentions – which means prices, it becomes even more
there is a lot of headroom to be challenging for people to be
made in helping people to close this shopping around different stores to
gap. This offers brands an find plastic free or refill products.
opportunity. If we look at plastic Many retailers are simply not
packaging, 62% of people are stocking this type of product.
trying to buy environmentally In essence, consumers want to do
friendly packaging, yet only 24% more. And brands are now
are regularly avoiding buying perfectly placed to help meet this
plastic. There is a clear unmet need. To make plastic-free
need, with 38% of shoppers alternatives more available and
wanting to do more. more cost-effective. To consider
refillable packaging. To create
recycling initiatives and recyclable
products. The need is there, and
the stage is set. Will brands seize
the opportunity?
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Prioritising
product: how
sustainable
offerings are
evolving
We have already seen how spending
habits are changing. But how can
brands use affordable, high-quality
products to leverage the value-
action gap and give shoppers a
reason to buy?
Targeting Within every market we see strong
representation for smaller brands,

Eco Actives BCorps and independent start-ups,

demonstrating that Eco Actives can
be adventurous and open to new
As we have already stated Eco brands when seeking green
Actives still make up 18% of the benefits.
population and spend $376 billion
annually on FMCG products, We found last year that the brands
making them both sizeable in most strongly appealing to Eco
population terms and significant Actives showed the strongest
spenders. growth. But the landscape has
become more challenging for some
They have shown themselves to be of the larger brands who have
open to innovative formats – from previously performed well with Eco
leading the early adoption of refills, Actives. Now, as new entrants join
to continuing to champion start- the space, shoppers are no longer
ups and local brands with planet convinced by the value equation
and people positive messaging. these larger brands offer in the
This makes them an exciting group context of tightening budgets. This
to pitch new concepts and brands can provide us with some
to; and many of the sectors they watchouts, as well as inspiration for
disproportionately support, such as our future growth strategies.
plant-based products, have seen
great growth.
In Great Britain, the top 20 choice has helped the category
performing brands amongst Eco grow from 62.1% penetration in
Actives come at a cost, with an 2021 to 65.6% in 2022, meaning
average price premium in their two thirds of British shoppers are
category of 175 index compared to now buying dairy alternatives
the average. Our analysis has every year.
found that FMCG brands with price
points more than 10% above the But dairy alternatives aren’t the
average in their category see only arena in which competition is
market share decline, indicating booming. In a similar vein, brands
that the premium market is a such as Ecover and Method which
challenging arena to play in. helped create and develop the Eco
cleaning sector in GB must now
Another reason for tougher sales for contend with a huge range of
leading sustainable brands is smaller brands and even Private
increased competition. Dairy Label Eco lines.
alternative producer Alpro, for
example, saw strong growth last This shows that the sustainability
year. But this year growth has sector in FMCG is a vibrant space
stalled, and sales are declining. The full of new brands and an area
level of competition within dairy where retailers are willing to take a
alternatives has expanded chance with stocking smaller start-
significantly with Tesco online (the ups to expanding their offer in this
largest online FMCG retailer in GB) area. The next wave of innovation
stocking over different products needs to look at affordability and
from nearly 20 brands. This extra products that save money.
choice has helped the category
What sustainability Local brands resonate well with Eco
concerns are impacting Actives and they tend to over index
Eco Active purchasing? with this audience segment. An
interesting case is the Spanish
Motivators for people to become brand Ecocesta, which has reached
more conscious in their 6.1% penetration (and 10.6% with
consumption habits are diverse. Eco Actives) and is growing at 22%
in value year on year. With the
Local food is popular with shoppers slogan ‘Democratising organic
across the world, with 44% of the food’ it has a mission to make
global population frequently locally sourced food available and
choosing products marketed as affordable for a wide audience.
locally sourced or produced.

Across different continents, we see

varying levels of engagement with
41% in Europe, 42% in Latin America
and rising to 63% in Asia. When we
ask what is driving this, respondents
say that their primary motivation is to
support local farmers and fishermen
(62% highlighting), and this was
especially high in Europe (72%). The
next highest reason was for better
quality taste (54%), and this was the
most important point for Asian buyers.
The second most significant
purchase consideration is natural But what does this
products. Personal care items mean for brands? And
(cosmetics and hygiene products how do other shoppers
etc.) and home care products feel about greener
(laundry detergents and cleaning home and personal
products etc.) branded as care products?
containing natural ingredients are
an overwhelmingly popular arena
for Eco Actives to assert their
buying preferences.

Globally, around one third of

shoppers choose natural
personal and home care
products, but this rises to over half
(56% for personal care, 54% for
home care) for Eco Actives. France
and Mainland China have the
strongest affinity with natural
products with >40% choosing this
option frequently for both
homecare and personal care in
France, and >50% in Mainland
China.
The Health/ Natura is a key brand that over common reasons to purchase. And options. This rises to 38% for
Environment formula indexes with Eco Actives in multiple nearly half (46%) of shoppers natural personal care. Eco Actives
Latin American markets and in choosing these products cite are more likely to think that natural
We have seen how there is real Mainland China one of the both health benefits and personal care is better quality with
appetite amongst shoppers for standout brands was Darlie which is environmental impact as 46% selecting this. Asian shoppers
more sustainable options. Natural positioned around its use of motivators. Whether developing also show a high affinity for natural
and Eco homecare is well- traditional herbal ingredients. new products to meet these two ingredients (62% of those choosing
established across Europe and is considerations, or re-positioning frequently think its better quality).
establishing itself more in Latin Amongst people who frequently existing products, the potential for
America in recent years, and buy natural products, health brands to grow their revenue and The importance of combining
natural personal care products are benefits, environmental impact and market share is clear. health, environment and quality is
also a staple across the world. taste or quality are the most not just a key point for beauty and
Natura is a key brand that over common reasons to purchase. And However, the real sweet spot is if homecare. One brand seeing
businesses can capitalise on the strong growth in France is the tea
combination of environmentally brand Clipper. It is bought by 9.5%
sustainable products that of French shoppers and 13.1% of
provide tangible health benefits Eco Actives and is growing 12.5%
and that are also considered to do year on year in value.
the job better than a non-natural
brand. Clipper’s slogan is ‘Natural, Fair
and Delicious’, and its fully
The reality is that most brands are recyclable or compostable
not doing this now, with only 19% packaging means it ticks many of
of those that choose natural the boxes for sustainable shoppers.
products saying that they ‘do a
better job’ than less sustainable
options. This rises to 38% for
Polarised by brand in this market, has found
plant-based products success by tailoring products to the
Filipino palate and manufacturing
Shoppers across the world are the products locally.
turning to plant-based products,
with 18% of the global This presents a lucrative opportunity
population frequently choosing for brands to diversify product
meat and dairy substitutes. And ranges to meet this demand – great
the emerging interest in the sector tasting, reasonably-priced plant-
is seen by growing sales figures based products. But while demand
across Mainland China, The is growing, there is also significant
Netherlands, Peru, Spain, and The pushback against meat
Philippines. But how do brand alternatives. In contrast to all other
strategies differ across these sustainability concerns, plant-based
markets in encouraging shoppers to alternatives also have the highest
choose sustainable, plant-based percentage (29%) of people
alternatives? globally stating they do not plan to
buy these products.
In Spain, where nearly 19% of the 2.9% market penetration. Heura’s Cost is another significant
population choose plant-based meat alternatives place emphasis consideration in consumers choosing
products, shoppers’ sustainability on the brand’s Mediterranean meat alternatives, with good quality
considerations focus on positive heritage and its commitment to plant-based products often coming
health implications and animal creating healthy, easy-to-cook at a premium. But in The Philippines,
welfare concerns. Barcelona-based plant-based products. shoppers say that plant-based meals
B-corp, Heura, is a prime example are not only tastier but also more
of this, with the brand reaching affordable. Veega, an emerging
2.9% market penetration. Heura’s brand in this market, has found
Countries with strong meat these countries to try. Amongst To tap into this appetite and unlock brands such as Heura and Veega
industries have presented a those that choose plant-based revenue, brands must consider how are meeting consumer desires to
particular resistance to these products, only 20% actually say they position their products as seen have more choice of products that
sustainable alternatives, with they make tastier meals so the to be tastier than traditional meat are perceived as tastier and can be
rejection levels of 61% in France unwillingness to sacrifice taste for products. bought at cheaper prices. But how
and 50% in Chile. With more health or the environment is likely else can brands do more in helping
investment in meat products, there to be another factor. Rather than asking shoppers to consumers make greener choices?
are fewer options available on the compromise on lower-quality, more
supermarket shelf for shoppers in expensive alternatives, successful
these countries to try. Amongst brands such as Heura and Veega
Making sustainable To truly change consumer
choices easy, rewarding, behaviour, brands must ensure
and meaningful greener choices gives shoppers a
sense of reward. Currently,
Encouraging shoppers to choose recyclable PET containers are often
sustainable products requires swapped with non-recyclable soft
investment by brands to make plastic for refills and even with
these choices easy, rewarding, and other recyclable formats shoppers
meaningful. only save 20-75% of plastic
compared to recycling traditional
Refillable products are a key case products. Convincing shoppers to
study for understanding the frequently purchase refills relies on
importance of removing access creating a tangible reward in terms
barriers to sustainable choices. In of a significant plastic reduction
GB, 49% of people occasionally that has a positive environmental
choose to use refills, meaning impact.
there is significant desire amongst
shoppers to try a more sustainable well-stocked store. If buying refills is There are also significant price
option. But those who frequently not easy, shoppers will not be discrepancies between refills and
use refills only make up 18% of the inclined to choose them. This is more traditional products. Taking
population. evident in household cleaning refills liquid soaps as an example, while
in GB where only 2.5% of the the price per-litre is often lower for
Finding refillable brands can prove population are purchasing refills. refills than traditional products,
a challenge as shoppers will often While this figure is up from 2.4% in brands are using deep price
need to buy online from a specialist 2021, it is clear that growth is promotion on smaller quantities to
retailer, or choose a larger, more flattening in this space. make it more economic to stock up
well-stocked store. If buying refills is on multiples.
This is also an area we could see
rapid change as new formulas
emerge. One brand growing fast
using a refill format is Godreij
Protekt Mr Magic from India grew
from 8.2% to 9.4% penetration in
2022 despite the Hand & Body
wash category declining post-
Covid.
We also see plastic free refill brands
with competitive price points
starting to pop up in Latin America
such as YVY in Brazil who make
homecare products in a capsule
format. Many are currently using a
straight-to-shopper subscription
model which enables brands to
reach their audience directly and
bypass retailer gatekeepers. We
can expect to see more of these
brands on shelves in the future
where they could be taking share
from more traditional cleaning
brands.
Evolving Bottled water is one market where
environmental concerns we see sustainable packaging
labelled prominently. In the US the
As outlined earlier, after local and most common benefit shoppers
natural ingredients, packaging and looked for was ‘recyclable plastic’
plastic use are also significant with 46% actively seeking this on
purchase considerations, with 25% labels. Bottles ‘made-from recycled
of shoppers choosing refillable plastic’ was a close second with
products over single-use plastic, 40% of shoppers keeping an eye
and 23% choosing products made out for this benefit.
from recycled plastics.
In previous years we saw a larger
And we see that packaging made gap between the two needs,
from recycled materials is showing an increased need for a
becoming more mainstream with more circular supply chain is
73% of people claiming to becoming more widespread among
occasionally buy products with shoppers.
recycled packaging.
The carbon So, why are we not seeing faster
consideration growth in this space considering
climate change is the most
Carbon Neutral is another common environmental concern?
emerging area for sustainable Availability and education. Only
brands. This year 11% of people 25% of shoppers have ever seen
frequently bought products with ‘Carbon Neutral’ products on the
reduced carbon footprint labels (a supermarket shelves. In Brazil,
similar level to last year), with Eco this figure reaches 67%.
Actives 5x more likely to buy these
products than Eco Dismissers. Typically, brands claim carbon
neutrality through a combination of
Eco Actives in the US were the most reducing energy in their production
engaged in this area with 42% and carbon offsetting. But the
frequently looking for Carbon transparency of how offsetting
Neutral products. One brand schemes work are often unclear and
performing well in this space with shoppers cannot know how effective
Eco Actives, and the market overall, the scheme is. While there are a
was vegan food brand Cauldron number of industry-wide labelling
from GB who are growing 4% year schemes in development right now,
on year. They brand products with carbon neutral claims are still
‘Carbon Neutral’ claims on their relatively unseen in FMCG, and
packaging – a helpful tool to stand adopting them could help set your
out from other meat alternatives in brand apart with Eco Actives (if you
an increasingly competitive market. can back the claims up, of course.)
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Creating a
competitive
advantage - the
time to act is
now
Brands cannot afford to Concern on the environment and
take sustainability concerns awareness of the need for action is
for granted. The time to act still broad across the globe. We
is now. But what are the have seen when governments make
actions to take that will new laws, or the media
create a competitive conversation shifts, there is a direct
advantage and help brands impact on how people think and
thrive? act on sustainable choices. New
brands are constantly emerging,
Shape and sustain the offering better prices and
collective momentum challenging traditional formats and
brands resting on the status quo
With the sustainability news will be caught out.
agenda waning, brands must keep
a foot on the pedal with greener For brands to really move the
choices and ensure that moments needle, they must reposition
of collective interest are not greener choices from marginal
wasted. While the number of Eco alternatives, to mainstream
Actives are lower than last year, shopping staples.
these shoppers still comprise a vast
segment of the FMCG industry
(worth over $376 billion per year
globally). To tap into this
audience, brands must be willing to
lead the charge on more
sustainable choices.
Eco Actives are We have seen with Heura how
your early adopters highlighting nutritional value and
taste alongside the environmental
Eco Actives have a strong track impact of switching to meat-free
record in identifying brands in the alternatives has cut through the
market that have a sustainable noise in Spain and achieved high
proposition in terms of better growth and market penetration.
packaging, local sourcing and
natural ingredients. We know that Consumer appetite for these
health benefits and products is clear – but to benefit,
environmental sustainability are brands must claim this space now
a powerful combination for and meet shoppers in how they
earning consumer loyalty and pursue sustainable options.
this is especially true for Eco Understanding Eco Actives better
Actives, who consistently buy can give brands a head start on
brands at this intersection. By which products and formats will
meeting these two considerations, perform better with the wider
products will appeal to a population.
substantial proportion of
consumers.

But to do this effectively, brands

must be bold enough to place
importance on both considerations
and not shy away from the multiple
benefits of sustainable products.
We have seen with Heura how
Innovate to inspire And with 45% of shoppers stating
conscious change they have found it harder to act
sustainable recently due to
Your product meets the right financial constraints, it is only
sustainability criteria with shoppers, natural that people are choosing
you have analysed the market cheaper, more effective, or tastier
opportunities, but what is stopping products.
you from cutting through
consumers’ consciousness and The stalling growth in refills shows
winning brand loyalty? Quality and the challenge where the current
price. offering is not meeting enough
needs to move to the mainstream,
Looking at meat-free alternatives, but also how innovation can move
only 20% of shoppers choose plant- the sector forward.
based products because they make
for tastier meals. In home care New formats and lower price points
products, only 19% believe that are driving penetration for brands
products containing natural across the world, not just in the US
ingredients are more effective at and Europe, such as the example
cleaning. we saw earlier of Godreij Protekt Mr
Magic in India. It’s clear the
opportunity is global. It’s up to
brands to develop the right
products. Are they up to the
challenge?
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Food for thought

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2021 2020 2019
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For more information, including

local market or category-specific data,
please contact
Natalie Babbage
[email protected]
Global LinkQ Director
Worldpanel Division | Kantar

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