Findings:
Sustainability alone isn't enough: Retailers need to make sustainable products affordable and accessible.
Price is a major barrier: Many consumers, especially younger ones, find sustainable products too expensive.
Refillable options have potential: Consumers are open to refilling, but the process needs to be simplified.
Own-brand sustainable ranges are growing: Retailers are expanding their own sustainable product lines to compete on price.
Key Takeaway:
Accessibility and affordability are crucial for the success of sustainable health & beauty products.
Trend:
Growing demand for sustainable health & beauty products, but price and accessibility remain barriers.
Consumer Motivation:
Environmental concerns: Consumers want to make eco-friendly choices.
Value for money: Price is a key factor in purchasing decisions.
Convenience: Consumers prefer simple and accessible shopping experiences.
Driving Trend:
Increasing awareness of environmental issues and the impact of consumer choices.
Desire for affordable and accessible sustainable options.
Target Audience:
Primarily Gen Z and millennials: These generations are most likely to buy sustainable products if they're affordable.
Consumers interested in sustainable health & beauty products.
Product/Service:
Sustainable/eco-friendly health & beauty products: This includes skincare, haircare, cosmetics, and personal care items that are produced and packaged with minimal environmental impact.
Conclusions:
Retailers need to prioritize affordability and accessibility to drive the adoption of sustainable health & beauty products.
Simplified refill systems can address both price concerns and environmental impact.
Own-brand sustainable ranges offer a competitive advantage by providing affordable options.
Implications for Brands:
Focus on developing affordable sustainable products.
Invest in convenient refill systems and infrastructure.
Target younger demographics with marketing and pricing strategies.
Implications for Society:
Increased adoption of sustainable health & beauty products can reduce environmental impact.
Addressing price barriers can make sustainable choices more inclusive.
Big Trend Implied:
The shift towards conscious consumerism, where consumers prioritize ethical and sustainable choices. Brands need to adapt to meet these evolving expectations and offer products that align with consumer values.
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