Active involvement of younger age groups in reducing their environmental impact

This week we respond to two questions – the first on the active involvement of younger age groups in reducing their environmental impact; and the second on penetration expectations following our recent articles on distribution. And lastly but importantly, we look at the latest FMCG volume purchasing trends by region around the world as we enter the second wave.

1. Eco-actives are a significant and growing segment. They do most to reduce their footprint. They are the most likely to change their purchasing behaviour but younger age groups remain under-represented in this segment.
2. Physical availability plays a major role in brand penetration but there are expectation thresholds and high distribution is not sufficient on its own.
3. All regions saw a huge rise in the market as Covid hit earlier in the year. Subsequently growth eased but has continued and even increased with the second wave in W Europe and USA.