A holistic approach to sustainability is essential, as consumers become more informed, and regulations like the EU Green Claim Directive push for evidence-based initiatives. Brands need to consider both direct and indirect emissions, with the latter accounting for a significant share of CO2 emissions, mainly due to the hot water needed for rinse-off products.
A major obstacle is the reluctance of consumers to change their habits. Although 40% of UK adults always factor sustainability into their BPC buying decisions, many still prioritise convenience – revealing a gap between awareness and action. However, companies can address this gap with initiatives that make sustainable living easier, such as apps to track and reward consumer efforts or clear labelling systems that make it easier for consumers to make informed decisions.
The BPC gifting sector offers promising opportunities for sustainable innovation. With unwanted gifts common, online wish lists are an effective solution for reducing waste. Meanwhile, offering gift subscriptions for refills and customisable gift sets would also cater to eco-conscious consumers – providing an appealing and sustainable alternative to traditional gift sets.
This report looks at the following areas:
- Consumer confidence in their understanding of sustainability in BPC
- The impact of legislation on launch activity and product claims
- How BPC gifting can better align with sustainability initiatives
- Innovative brands and manufacturers bringing sustainable concepts to the market
- Product attributes consumers consider necessary to make a brand sustainable
- Current barriers to buying sustainable BPC products
Brands must integrate sustainability into core strategies and address consumer behaviour challenges, while BPC gifting is an avenue for sustainable growth.
Dionne Officer, Research Analyst – BPC Innovation
Market Definitions
Products covered in this Report
This Report explores sustainability in the UK beauty and personal care industry. It examines how environmental considerations influence the usage and purchase of beauty, personal care and grooming products, which includes:
- deodorants
- facial skincare
- fragrances
- shaving and hair removal products
- hand and body products, including skincare
- colour cosmetics
- haircare
- hair styling products
Throughout the Report, the terms ‘green’, ‘environmentally friendly’ and ‘eco-friendly’ are used interchangeably to denote products that are designed to be less harmful to the environment.
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Executive Summary
- Opportunities for the sustainable BPC market
- Take a holistic approach to sustainability
- Cater for consumers who aren’t ready to change their habits
- BPC gifting is ripe for a sustainable makeover
- Market dynamics and outlook
- Market predictions
- What consumers want and why
- Consumers’ understanding is split
- Graph 1: confidence in understanding of what a sustainable beauty/grooming product is, 2024
- Engage consumers with renewable energy and carbon emission claims
- Graph 2: consumer understanding of sustainability concepts, 2024
- Packaging is the primary identifier of a sustainable brand
- Graph 3: important attributes for sustainable beauty/grooming brands, 2024
- Sustainability only becomes a habit if it is convenient
- Graph 4: sustainable beauty/grooming habits in the last 12 months, 2024
- Opportunities exist for more sustainable gifting
- Graph 5: attitudes towards sustainable beauty/grooming gifting, 2024
- Sustainability takes a backseat to convenience
- Graph 6: barriers to using/buying sustainable beauty/grooming products, 2024
- Consumers seek incentives for sustainable habits
- Graph 7: interest in sustainable BPC initiatives, 2024
- Innovation and marketing
- Half of UK BPC launch activity carries an eco or ethical claim
- Sustainable BPC launches plateau
- Graph 8: BPC product launches carrying ethical and environmental claims, 2020-24
- Mintel’s most innovative eco product launches
- Manufacturers are making responsible choices easier…
- …and exploring responsible packaging solutions
- Little Soap Company calls out lack of compromise
- Greenpeace launches ‘The Darkside of Dove’ campaign
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Market Dynamics
- Market drivers
- Economic output has stagnated since the cost of living crisis began…
- Graph 9: GDP, 2021-24
- …and consumer confidence remains unstable
- Graph 10: the financial confidence index, 2016-24
- Population changes increase divergent consumer needs
- Graph 11: predicted change in the age structure of the UK population, 2023-28
- Consumers are concerned about sustainability
- Graph 12: environmental issues that concern consumers the most, 2024
- Upcoming COP29 focuses on climate finance
- The EU Green Claims Directive targets greenwashing
- The EU Packaging and Packaging Waste Directive aims to reduce waste
- The UK Green Claims Code sets out claims guidelines
- UK Smart sustainable plastic packaging program funds innovation
- AI can streamline sustainable innovation
- Beauty industry scores low on sustainability in CleanHub report
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What Consumers Want and Why
- Confidence in sustainable BPC understanding
- Few consumers are confident in their sustainability knowledge
- Consumer sentiment is split
- Affluent parents are more confident
- Educate older consumers through magazine spreads
- Graph 13: confidence in understanding of what a sustainable beauty/grooming product is, 2024
- Knowledge of sustainable BPC concepts
- Engage consumers with renewable energy and carbon emission claims
- Graph 14: consumer understanding of broader sustainability concepts, 2024
- A traffic light system is needed for carbon emissions
- Sustainable packaging concepts are not familiar
- Graph 15: consumer understanding of sustainable packaging concepts, 2024
- Target older consumers with deposit return schemes
- Graph 16: consumers who have heard of and know what deposit return scheme means, by age, 2024
- Circular beauty isn’t well understood
- Consumers struggle to grasp sustainable ingredient concepts
- Graph 17: consumer understanding of sustainable ingredient concepts, 2024
- Biodegradable formulas are niche
- Traceable ingredients needed as ethics are called into question
- Digital savviness helps younger consumers understand biotechnology
- Graph 18: consumers who have heard of and know what biotechnology means, by age, 2024
- Vertical farming can grow considering consumer affinity for naturals
- Green chemistry is currently too niche for consumer endorsement
- Important attributes for sustainable BPC brands
- Consumers expect brands to take a holistic approach
- Packaging is the primary identifier of a sustainable brand
- Graph 19: important attributes for sustainable beauty/grooming brands, 2024
- Gen X place greater significance on packaging
- Consumers need more information about ingredient sourcing
- Storytelling is crucial to convey manufacturing practices
- Gen Z expect brands to treat workers fairly
- Graph 20: consumers that deem treating workers fairly an important attribute for a sustainable beauty/grooming brand, by generation, 2024
- More must be done to reduce carbon emissions
- Women expect more from sustainable BPC brands
- Graph 21: select attributes that consumers deem important for a sustainable beauty/grooming brand, by gender, 2024
- Interest in certifications is low
- Sustainable BPC habits
- Recycling is driving sustainable habits
- Baby Boomers and Gen X lead the charge on recycling
- Graph 22: consumers who recycled beauty/grooming product packaging at home in the last 12 months, by generation, 2024
- Most UK adults are taking action to ensure their BPC routines are sustainable…
- …but their efforts remain minimal
- Graph 23: repertoire of sustainable beauty/grooming habits in the last 12 months, 2024
- Make sustainability more convenient
- Graph 24: sustainable beauty/grooming habits in the last 12 months, 2024
- Behaviours are impacted by economic circumstances
- Graph 25: select sustainable beauty/grooming habits in the last 12 months, 2023 vs 2024
- Support those who are struggling financially
- Graph 26: consumers who have used fewer beauty/grooming products in the last 12 months, by financial situation, 2024
- Consumers are willing to pay more for certain solutions
- Graph 27: sustainable beauty/grooming habits, by consumers who have paid more for a sustainable product, 2024
- Consumers are yet to fully understand the impact of water use
- Increase refill availability
- Graph 28: consumers who have used a refillable beauty/grooming product in the last 12 months, by generation, 2024
- Saving money drives second-hand purchasing
- Graph 29: consumers who have purchased a second-hand beauty/grooming product in the last 12 months, by age, 2024
- Returning packaging requires too much effort
- Attitudes towards sustainable BPC gifting
- BPC remains a popular gift
- Opportunities for more sustainable gifting persist
- Online wish lists need to be promoted
- Opportunity for immersive sustainable gifting experience
- Refills can tap into gifting subscription market
- Graph 30: consumers who agree that refillable beauty/grooming products make good gifts, by gender, 2024
- Vouchers need to enhance perceived value
- Professional BPC treatments can better utilise vouchers
- Barriers to buying sustainable BPC products
- Consumers are experiencing many barriers to sustainability
- Graph 31: barriers to buying/using sustainable beauty/grooming products, 2024
- Convenience vs sustainability
- Graph 32: consumers who always keep sustainability in mind when choosing beauty/grooming products, by generation, 2024
- Graph 33: consumers who prioritise convenience when choosing beauty/grooming products over sustainability, by generation, 2024
- Sustainability takes a backseat to convenience
- Sustainable brands need to diversify
- Packaging must balance experience and eco credentials
- Interest in sustainable BPC initiatives
- Rinse-free products appeal
- Graph 34: interest in sustainable BPC initiatives, 2024
- Gap for a sustainable rewards program
- Educational content appeals to younger consumers
- Graph 35: consumers who would appreciate educational content from beauty/grooming brands about how to live more sustainably, by age, 2024
- Partner with Boop to reduce wastage
- Younger consumers are willing to pay to offset
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Innovation And Marketing Trends
- Launch activity and innovation
- Sustainable BPC launches plateau
- Graph 36: BPC launches carrying ethical and environmental claims, 2020-24
- Manufacturers are making sustainable choices easier
- Balance efficacy with sustainability
- Private label makes sustainability accessibly
- Naturally sourced pigments reduce reliance on petrochemicals
- Waste becomes a feedstock
- Solids continue to launch
- Holistic claims see the fastest growth
- Graph 37: BPC launches carrying ethical and environmental claims, by fastest growing claims, 2020-24
- L’Oréal debuts energy efficient hair dryer
- Packaging innovation: reduced caps and luxury ceramic jars
- Manufacturers are exploring sustainable packaging components
- New product launches decline
- Graph 38: BPC launches carrying ethical and environmental claims, by launch type, 2020-24
- Advertising and marketing activity
- Greenpeace launches ‘The Dark Side of Dove’ campaign
- Little Soap Company calls out lack of compromise
- Wild highlights the pros of refillable products
- Brands educate consumers via press advertising…
- …and make use of social media to educate
- UpCircle launch debut TV advert
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Appendix
- Supplementary data
- Trends in the age structure of the UK population
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
- Nielsen Ad Intel coverage
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