Germany Sustainability in BPC Market Report 2024
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Sustainability is a topic that permeates every German’s life. Financial pressures put a strain on consumers, and subsequently, purchases of eco-friendly products have declined. Still, a significant 67% of Germansregard the environment with the same level of priority as they did before the cost-of-living crisis.
There is a strong presence of ‘eco-warriors’ in BPC. Consumers who already engage in eco-friendly behaviours are more likely to purchase more eco-friendly products, enabling brands to help consumers overcome initial barriers for an easier adoption of eco-friendly behaviours.
Brands can focus on parents (who are highly engaged and prioritise eco-friendly products because of their children) and tech-savvy consumers with a gamification approach to sustainability.
However, efficacy still trumps sustainability: 94% of consumers who prioritise the efficacy of BPC products over eco-friendliness have purchased regular products. Brands can effectively communicate their eco-friendly product benefits by gradually introducing familiar ingredients or features alongside sustainable ones or go down a personalised product route to ease consumer scepticism.
In order to engage the most consumers with eco-friendly products, brands can focus on holistic approaches and offer consumers easy ways to engage with sustainability.
Sustainability has become a consumer expectation. To stand out, brands can focus on personalisation, efficacy and facilitating easy adoption of eco-friendly habits.
Henrike Philipp, Research Analyst
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Mintel’s Germany consumer reports are also available in German, and can be accessed through our clients portal post-purchase.*
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Please Note: All of the figures, graphs, and tables in this sample report have been redacted.