Sustainability could bring $382 billion to FMCG brands

Our new Who Cares, Who Does? study demonstrates green credentials are both beneficial to business and the planet.

With $1 in every $5 spent on fast moving consumer goods (FMCG) coming from an environmentally conscious consumer, investment in sustainable innovation will help brands win a growing Eco-Active consumer group.

As the COVID-19 pandemic continues to put a focus on the environment, we find:

• Plastic waste is the second biggest environmental concern in the world.
• Eco-Actives, the group we identify as consistently working to reduce their plastic waste, has grown in number from 16% to 20% of global shoppers since 2019.
• One in five shoppers say that since the pandemic began, they have acquired more environmentally friendly habits, and 16% are focusing on more environmental initiatives.

Our data continues to suggest that innovation to reduce plastic remains an opportunity. We’ve observed that shoppers are highly conscious of the packaging they buy weekly, and it is top of mind when they consider how they can personally reduce their environmental impact. While shoppers have been checking fewer aspects of food during the COVID-19 pandemic, “ recycled pack” (+4% points) and “quality assurance” (+3% points) labels are being checked more than before, demonstrating the demand for a green alternative to waste plastic.

Environmental concern is personal

The survey of 80,000 consumers across 19 countries finds nearly half (46%) feel personally affected by environmental problems, however, it is other people rather than brand or media influencers encouraging them to be greener. 38% feel that those whose opinions are important to them are driving them to change, with children the most likely (50%) to impact behaviour towards the environment followed by friends (43%) and partners (41%).

Gaps still remain between caring and doing when it comes to supporting green initiatives; 87.5% say buying products with reduced packaging is important to them, but just 20% are segmented as Eco-Actives, taking regular day-to-day actions to reduce their packaging waste.