2021
9
UK The Ethical BPC Consumer Market Report 2021
2021-08-05T04:05:11+01:00
OX1050259
2195
141161
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Report
en_GB
“The pandemic has heightened ethical buying behaviours in BPC, with consumers prioritising ethical credentials more since the outbreak. While environmental considerations remain the most important indicator of a brand’s ethical…

UK The Ethical BPC Consumer Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Ethical BPC Consumer market, including the behaviours, preferences and habits of the consumer.

Despite 68% of adults considering an ethical BPC brand to be one that protects the environment (amongst top five factors), awareness of certifications like B Corp remain low (80% of BPC buyers have not heard of it). This suggests that while consumers want proof of a brand’s ethical credentials, they do not always recognise when it is displayed.

The pandemic has encouraged consumers to prioritise a brand’s ethical positioning, and consumers are looking at BPC brands to benefit their own employees and suppliers as well as the broader community.

A threat comes to the category from consumer scepticism; 63% of adults expect BPC brands to do more to prove that their claims are trustworthy and 50% think that BPC brands often use ethics as a marketing tool as opposed to being a foundation of their business. Consumers are also sensitive to misinformation, with 62% of BPC buyers avoiding brands that use fake reviews.

An opportunity to the category comes from offering more information at the point of sale. 30% of BPC buyers check packaging for ethical claims, highlighting the importance of on-pack information. Brands can use on-pack QR codes, for example, to unlock more information about a brand’s ethical credentials.

Read on to discover more details or take a look at all of our UK Beauty and Personal Care market research.

Quickly understand

  • The impact of COVID-19 on the ethical beauty industry.
  • How consumers define an ethical beauty brand.
  • Places of purchase of BPC products and opportunities for brands and retailers.
  • Buying behaviours when looking for ethical brands.
  • Levels of consumers’ awareness of ethical certifications.
  • Attitudes towards ethical buying in BPC.
  • Ethical consumer market.
  • Ethics in retail marketing.

Covered in this report

Brands: Revolution Beauty, Spectacle, Gillette, Zara, Superdrug, Good Ventures, Avon, QOA, Marks and Spencer (M&S), Prai, Oriflame, Procter & Gamble, Lamazuna France, AKT London, Garnier, Estee Lauder, Kiko, Unilever, Beauty Pie, Natura & Co.

Expert analysis from a specialist in the field

Written by Sarah Al Shaalan, a leading analyst in the Beauty and Personal Care sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The pandemic has heightened ethical buying behaviours in BPC, with consumers prioritising ethical credentials more since the outbreak. While environmental considerations remain the most important indicator of a brand’s ethical standpoint, consumers are also looking at a brand’s internal practices such as how it treats its employees and suppliers, as well as its support of social equality movements. While consumers are doing their research before buying, which includes going online and looking at social media, point of sale remains an essential place for information, with many looking on-pack for a brand’s ethical credentials as well as searching for independent verification. Ethical buying will become increasingly important for consumers particularly as NPD in the mass market makes it more accessible.

Sarah Al Shaalan - Research AnalystSarah Al Shaalan
Research Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • COVID-19: Market context
          • Economic and other assumptions
          • Executive Summary

              • Impact of COVID-19 on Ethical BPC
                • Figure 1: Short-, medium- and long-term impact of COVID-19 on the ethical BPC market, 2021
              • The market
                • The BPC industry stands up for social issues
                  • Companies and brands
                    • Ethical claims become mainstream
                      • Figure 2: New products launches with ethical and environmental claims in the UK beauty and personal care category, 2017-21
                    • The consumer
                      • Eco-ethical claims are a must-have
                        • Figure 3: Defining an ethical beauty/grooming brand, 2021
                      • Online shopping: an opportunity to attract the ethical consumer
                        • Figure 4: Places of purchase of BPC products, 2021
                      • Drive purchase by sign-posting ethical brands
                        • Figure 5: Importance of ethical considerations when buying BPC products, 2021
                      • On-pack communication is essential
                        • Figure 6: Buying behaviours when looking for ethical BPC brands, 2021
                      • Drive awareness of certifications
                        • Figure 7: Awareness of BPC ethical certifications, 2021
                      • Independent verification can drive authenticity
                        • Figure 8: Attitudes towards ethical BPC, 2021
                    • Issues and Insights

                      • COVID-19 drives the focus on ethical considerations
                        • Environment remains the main ethical consideration
                          • Brands are expected to show social responsibility
                          • The Market – Key Takeaways

                            • COVID-19 impacts priorities
                              • Recycling becomes mainstream, even in beauty
                                • Social media: a tool for authentic messaging
                                • Market Drivers

                                  • An ageing population pushes for more age-related ethical BPC
                                    • Figure 9: UK population estimates and projections, 2015-25
                                  • BPC recycling gets easier
                                    • Figure 10: Recycling rate from waste from households, UK and country split, 2015-18
                                  • Financial uncertainty takes centre stage
                                    • Figure 11: Financial confidence index among the UK population, 2009-21
                                  • Protecting the planet remains a priority in the longer-term
                                    • Figure 12: Important factors for an eco-friendly BPC brand or product, 2019
                                  • The era of beauty with a cause
                                    • Figure 13: BPC buying behaviours when it comes to issues relating to minority groups, 2020
                                  • Social Media: a crucial tool for authentic messaging
                                    • Figure 14: BPC influences on social media, 2020
                                • Companies and Brands – Key Takeaways

                                  • Ethical beauty from niche to mainstream
                                    • Ethical BPC products focus on performance
                                      • Personal care sees more NPD in ethical products in 2020
                                      • Launch Activity and Innovation

                                        • Ethical beauty is becoming mainstream
                                          • Figure 15: New products launches with ethical and environmental claims in the UK beauty and personal care category, 2017-21
                                        • Vegan and animal-free claims dominate ethical BPC products
                                          • Figure 16: Proportion of beauty and personal care NPD carrying ethical and environmental claims by top claims in 2020, 2020-21
                                          • Figure 17: Examples of vegan BPC launches in ethical BPC products, 2021
                                        • Beauty brands rely on herbal claims to tap into wellbeing
                                          • Figure 18: Examples of herbal/botanical launches in ethical BPC products, 2021
                                        • Ethical without compromising on BPC quality
                                          • Figure 19: Spectacle performance crème, 2021
                                        • Innovation goes beyond established brands
                                          • Figure 20: Proportion of beauty and personal care NPD carrying ethical and environmental claims by top 10 ultimate companies and others, 2020
                                          • Figure 21: Examples of NPD in BPC carrying ethical and environmental claims from mass-market brands, 2021
                                        • Fragrances see ethical innovation
                                          • Figure 22: New products launches with ethical and environmental claims in the UK beauty and personal care category, by sub-category, 2018-20
                                          • Figure 23: Oriflame SE Swedish Experience Blazing Warmth fragrance, 2021
                                        • Ethical claims have reached everyday products
                                          • Figure 24: Examples of personal care NPD carrying eco-friendly claims, 2021
                                        • Ethical brands attract investment
                                        • The Consumer – Key Takeaways

                                          • COVID-19 drives ethical buying
                                            • The environment remains a focus… but awareness of certifications is low
                                              • Retailers can better sign-post ethical beauty
                                              • Impact of COVID-19 on Consumer Behaviour

                                                • Financial challenges lie ahead
                                                    • Figure 25: Changes in financial situation since the start of the outbreak, 2021
                                                  • Booming online buying increases exposure of ethical BPC brands
                                                      • Figure 26: Changes in online beauty/grooming purchases since the start of the COVID-19/coronavirus outbreak, 2020
                                                    • The pandemic drives an ethical mindset
                                                        • Figure 27: Change in eco/ethical priorities when purchasing beauty/grooming products since the start of the COVID-19 outbreak, 2021
                                                    • Defining an Ethical BPC Brand

                                                      • Protecting the environment is significant for ethical brands
                                                        • Figure 28: Defining an ethical beauty/grooming brand, 2021
                                                      • Beauty brands urged to recognise social issues…
                                                        • ….and support local communities
                                                        • Purchase of Ethical BPC Products

                                                          • Eco-friendly ecommerce: a growing necessity
                                                            • Figure 29: Places of purchase of BPC products, 2021
                                                          • Include men in advertising strategies
                                                            • Figure 30: Places of purchase of BPC products, by gender, 2021
                                                          • Make ethical brands more recognisable in-store
                                                            • Figure 31: Importance of ethical considerations when buying BPC products, 2021
                                                        • Ethical BPC Buying Behaviours

                                                          • Consumers increasingly check the packaging for ethical claims
                                                            • Figure 32: Buying behaviours when looking for ethical BPC brands, 2021
                                                          • Consumers call for transparency
                                                            • Figure 33: Ethical barcode check app, 2020
                                                            • Figure 34: Good Face Project analyser app, June 2020
                                                          • Opportunity to raise brand awareness on social media…
                                                            • Figure 35: Buying behaviours to avoid unethical BPC brands, 2021
                                                          • …while showcasing brand authenticity
                                                          • Awareness of Ethical Certifications

                                                            • While Fairtrade is a sought-after certification…
                                                              • Figure 36: Awareness of BPC ethical certifications, 2021
                                                            • …awareness of others falls short
                                                              • Animal welfare: an easily recognisable certification
                                                              • Attitudes towards Ethical BPC

                                                                • Consumers want independent verification
                                                                  • Figure 37: Attitudes towards ethical positioning in BPC, 2021
                                                                • Focus on an authentic message
                                                                  • Price is a low barrier
                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                      • Abbreviations
                                                                        • Consumer research methodology

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