Low contribution of younger age groups on purchasing of top ‘eco’ brands

Posted by Filipa Silverio on Jan 19, 2021

This week we look at: the relatively low contribution of younger age groups to the purchasing of top of mind ‘eco’ brands; the growth of the premium sector share and level of competition up to 2019; and finally the huge changes in shopping behaviour driven by the pandemic.


  1. Younger age groups are much less likely to be in the most environmentally active group. Also, just 22% of shoppers can name a brand that is doing a good environmental job. Purchasing reflects these two drivers – Under 28s are 13% less likely to buy the top 10 named environmental brands in the UK and 28-34 year olds are 4% less likely to.
  2. In the 7 year period up to 2019, there was a 21% increase in the number of premium brands. This competition led to an increased share for the sector although the share for each brand dropped on average. It will be key to see how this trend continued into 2020!
  3. On average in Europe and the USA, shopping frequency has dropped by around 8% but basket size has been up as much as 23%.
    As Kantar have reported separately this week, lower frequency and larger baskets are also seen in other regions.