Despite the importance of the environment to a large number of shoppers, barriers mean that many are unable to buy sustainably.
This remains a huge opportunity for brands.
A huge value gap remains between those who want to buy sustainably and those that do
A opportunity worth over $600 billion is available for brands that can help shoppers buy sustainably. Nearly 40% of shoppers try to do so but don’t succeed.
Price and availability are key barriers to buying sustainably
Taking the example of refill packs, nearly all shoppers are aware of refills but only a quarter buy frequently. Why? Firstly there is often a very limited range of refills available. Secondly pricing, especially promotional pricing of non-refillable options, doesn’t encourage purchase.
Younger age groups still under-index within Eco-Actives and there is a huge value gap in this group
Under 35’s remain more likely to be Eco-Dismissers than Eco-Actives. This continues the pattern we have seen for 4 years. Still, 40% of these younger shoppers would like to buy sustainably but don’t – another great opportunity for brands.