Consumers’​ Attitudes to Sustainable Beauty

Photograph of beauty products

A recent survey by The Benchmarking Company has looked at evolving consumer attitudes towards sustainability and beauty products.

Here are some key takeaways:

Consumers are increasingly eco-conscious, with 64 percent of respondents saying sustainability was very important when considering their purchase of a beauty product, vs 58 percent in 2019. 84 percent would look on a brand’s website for information on sustainability before making a purchase.

Consumers are increasingly aware of the lifecycle of their beauty packaging. 64 percent listed recyclable packaging as an important sustainability aspect, while 58 percent felt biodegradable packaging was important. 53 percent said they would look for products that have reusable or refillable packaging. Ensuring the packaging is not only more sustainable arguably does not go far enough for a majority of consumers – increasing numbers want their products to close the loop.

Crucially, all of this translates into a higher spend per consumer. Only 23 percent of those surveyed said they would not be willing to pay extra for more socially responsible packaging. When asked how much more they would be willing to spend, 48 percent said $1-$2 more for a skincare product priced at $25. 43 percent would be willing to pay $3-$5 more.

The correlation between sustainable packaging and consumer behaviour it seems has never been clearer.

Read the full article and discover further valuable insights here.