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Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Recycle, reuse, reduce
  • Education remains an opportunity
  • Finding a USP beyond sustainability

Covered in this report

The green BPC market has expanded in recent years; brands are innovating and more choice has encouraged consumers to make sustainable beauty and grooming switches. In the last year, 54% of adults in the UK have bought eco-friendly BPC products, and although this means that green penetration is relatively high, it also means that there is room for growth.

Expert analysis from a specialist in the field

Written by Samantha Dover, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Demand for green BPC is strong, and brands are responding with increased NPD, but there is still room for growth, as consumers still show a preference for regular beauty and grooming products. More education is needed, and proof that products are more sustainable than others on the market may be needed to give eco-claims more credibility. In addition, consumers are looking beyond packaging, which will see brands under pressure to consider their eco-ethical practices down to the ingredient and supply chain level Samantha Dover
Senior Retail Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Population growth is exacerbating eco-concerns
              • Figure 1: UK population projections, by age, 2018-28
            • Companies and brands
              • NPD is rising to satisfy demand
                • Figure 2: New products launches with ethical and environmental claims in the UK beauty and personal care category, 2015-2019
              • The consumer
                • Considered packaging is a must
                  • Figure 3: Important factors for an eco-friendly BPC brand or product, November 2019
                • Half of UK consumers are buying green
                  • Figure 4: Purchase of eco-friendly and regular BPC products, November 2019
                • Increased choice is boosting volume sales
                  • Figure 5: Change in eco-friendly BPC purchasing, November 2019
                • Education could boost engagement
                  • Figure 6: Barriers to purchasing eco-friendly BPC products, November 2019
                • Slow beauty could subdue BPC demand
                  • Figure 7: Eco-friendly BPC behaviours, November 2019
                • Green consumers prefer to shop in-store
                  • Figure 8: Channels used to purchase eco-friendly BPC products, November 2019
                • Health and beauty specialists are leading the charge
                  • Figure 9: Retailers used to purchase eco-friendly BPC products, November 2019
                • What we think
                • Issues and Insights

                  • Recycle, reuse, reduce
                    • The facts
                      • The implications
                        • Education remains an opportunity
                          • The facts
                            • The implications
                              • Finding a USP beyond sustainability
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Environmental Bill could intensify green pressure
                                      • Population growth will exacerbate waste and pollution concerns
                                        • Consumers are worried about plastic pollution
                                          • Digitally connected consumers are more informed
                                          • Market Drivers

                                            • A growing population will increase waste
                                              • Figure 10: UK population projections, by age, 2018-28
                                            • Recycling rates stagnate
                                              • Figure 11: Waste from UK households, by country, 2013-17
                                            • CO2 gas emissions are falling
                                              • Figure 12: Total CO2 emissions, 2008-18
                                            • Plastic is not so fantastic
                                              • Figure 13: Top environmental concerns, April 2018
                                            • Eco messages are spreading rapidly on social media
                                              • Figure 14: Motivations to use social and media networks, March 2019
                                            • A harsh spotlight on the BPC industry
                                              • Figure 15: Consideration of company or brand’s ethics when making a purchase, by retail sector, January 2019
                                            • Other factors are more important than the environment . . .
                                              • Figure 16: Important factors for a beauty/grooming routine, January 2019
                                            • . . . but consumers are willing to make changes
                                              • Figure 17: Interest in changing bathroom routine to reduce environmental impact, December 2018
                                          • Companies and Brands – What You Need to Know

                                            • Green NPD has consistently grown
                                              • Ethical claims lead over environmental claims
                                                • SBS and deodorant brands are innovating
                                                  • BYBI is positioning itself as a green BPC educator
                                                    • Circla is targeting eco-conscious holidayers
                                                      • Tandem wants consumers to reduce their repertoire
                                                        • UpCircle is tackling sustainability with food waste
                                                        • Launch Activity and Innovation

                                                          • A sustained growth in NPD
                                                            • Figure 18: New products launches with ethical and environmental claims* in the UK beauty and personal care category, 2015-2019
                                                          • Plastic alternatives come to the forefront
                                                            • Figure 19: Examples of BPC product launches with environmentally friendly packaging claims, 2019
                                                          • Solid formats reduce the need for plastic
                                                            • Figure 20: Examples of solid BPC product launches, 2019
                                                          • Animal cruelty is a priority
                                                            • Figure 21: Proportion of beauty and personal care NPD carrying ethical and environmental claims*, by claim, January 2015-October 2019
                                                          • Utilising food waste
                                                            • Figure 22: Examples of BPC product launches with environmentally friendly ingredient claims, 2019
                                                          • Long-lasting formulas reduce waste
                                                            • Figure 23: Examples of BPC product launches with waste-reducing formulas, 2019
                                                          • Innovation confirms the category is fragmented
                                                            • Figure 24: Proportion of beauty and personal care NPD carrying ethical and environmental claims*, by top 10 ultimate companies and others, 2019
                                                          • Fragrances are lagging behind
                                                            • Figure 25: New products launches with ethical and environmental claims* in the UK beauty and personal care category, by sub-category, 2015 - 2019
                                                          • Refills help colour cosmetics strengthen their eco credentials
                                                            • Figure 26: Examples of colour cosmetic product launches with refillable packaging, 2019
                                                          • Waterless might be the next eco trend in makeup
                                                            • Figure 27: Examples of BPC product launches with waterless formulas, 2018-19
                                                          • Sheet masks get a biodegradable update
                                                            • Figure 28: Examples of sheet mask product launches with biodegradable claims, 2019
                                                        • Start-ups and Disruptors Case Study – BYBI

                                                          • Company Overview
                                                            • Website
                                                              • What is it?
                                                                • Figure 29: BYBI product example, 2019
                                                              • Founded
                                                                • Company mission statement
                                                                  • Founder’s story
                                                                    • Financial metrics
                                                                      • Revenue
                                                                        • Sources of funding and support
                                                                          • Mintel analyst view
                                                                            • Mintel Trends
                                                                              • Why it could succeed
                                                                                • Why it could fail
                                                                                  • Product information
                                                                                    • Figure 30: BYBI product examples, 2019
                                                                                    • Figure 31: BYBI product information, 2017-2019
                                                                                  • Stockists
                                                                                    • Media profile
                                                                                      • Social media metrics
                                                                                        • Figure 32: BYBI social media metrics as of January 2019
                                                                                    • Start-Ups and Disruptors Case Study – Circla

                                                                                      • Company overview
                                                                                        • Website
                                                                                          • What is it?
                                                                                            • Figure 33: Circla homepage, 2020
                                                                                          • Founded
                                                                                            • Company mission statement
                                                                                              • Founder’s story
                                                                                                • Sources of funding and support
                                                                                                  • Mintel analyst view
                                                                                                    • Trends
                                                                                                      • Why it could succeed
                                                                                                        • Why it could fail
                                                                                                          • The verdict
                                                                                                            • Product information
                                                                                                              • Figure 34: Circla product examples, 2019
                                                                                                            • Stockists
                                                                                                              • Brand partners
                                                                                                                • Media profile
                                                                                                                  • Social media metrics
                                                                                                                    • Figure 35: Circla social media metrics as of January 2019
                                                                                                                • Start-ups and Disruptors Case Study – Tandem Skincare

                                                                                                                  • Company overview
                                                                                                                    • Website
                                                                                                                      • What is it?
                                                                                                                        • Figure 36: Tandem Skincare product example, 2019
                                                                                                                      • Founded
                                                                                                                        • Company mission statement
                                                                                                                          • Founder’s story
                                                                                                                            • Sources of funding and support
                                                                                                                              • Mintel Analyst View
                                                                                                                                • Mintel Trends
                                                                                                                                  • Why it could succeed
                                                                                                                                    • Why it could fail
                                                                                                                                      • The verdict
                                                                                                                                        • Product information
                                                                                                                                          • Figure 37: Tandem Skincare product examples, 2019
                                                                                                                                          • Figure 38: Tandem Skincare product information, 2019
                                                                                                                                        • Stockists
                                                                                                                                          • Media profile
                                                                                                                                            • Social media metrics
                                                                                                                                              • Figure 39: Tandem Skincare social media metrics as of January 2019
                                                                                                                                          • Start-ups and Disruptors Case Study – UpCircle

                                                                                                                                            • Company overview
                                                                                                                                              • Website
                                                                                                                                                • What is it?
                                                                                                                                                  • Figure 40: UpCircle product example, 2019
                                                                                                                                                • Founded
                                                                                                                                                  • Company mission statement:
                                                                                                                                                    • Founder’s story
                                                                                                                                                      • Sources of funding and support
                                                                                                                                                        • Mintel Analyst View
                                                                                                                                                          • Mintel Trends
                                                                                                                                                            • Why it could succeed
                                                                                                                                                              • Why it could fail
                                                                                                                                                                • The verdict
                                                                                                                                                                  • Product information
                                                                                                                                                                    • Figure 41: UpCircle product examples, 2019
                                                                                                                                                                    • Figure 42: UpCircle product information, 2019
                                                                                                                                                                  • Stockists
                                                                                                                                                                    • Media profile
                                                                                                                                                                      • Social media metrics
                                                                                                                                                                        • Figure 43: UpCircle social media metrics as of January 2019
                                                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                                                      • Eco brands must have considered packaging
                                                                                                                                                                        • Skincare buyers are going green
                                                                                                                                                                          • Young consumers are leading change
                                                                                                                                                                            • Price sensitivity is holding back green BPC
                                                                                                                                                                              • Consumers are taking a holistic approach to sustainability
                                                                                                                                                                                • Health and beauty retailers are dominant
                                                                                                                                                                                • Important Factors for Green Brands

                                                                                                                                                                                  • Packaging is paramount . . .
                                                                                                                                                                                    • . . . but consumers also want ingredients to be eco-friendly
                                                                                                                                                                                      • Figure 44: Important factors for an eco-friendly BPC brand or product, November 2019
                                                                                                                                                                                    • The problem with gifting
                                                                                                                                                                                      • Men are apathetic
                                                                                                                                                                                        • Figure 45: Important factors for an eco-friendly BPC brand or product, by gender, November 2019
                                                                                                                                                                                      • Older consumers want transparency
                                                                                                                                                                                        • Figure 46: Important factors for an eco-friendly BPC brand or product, by age, November 2019
                                                                                                                                                                                    • Defining Green Packaging and Ingredients

                                                                                                                                                                                      • Consumers want to do their bit by recycling
                                                                                                                                                                                        • Figure 47: Eco-friendly BPC packaging considerations, November 2019
                                                                                                                                                                                      • Retailers are responding to the demand for refillable products
                                                                                                                                                                                        • Figure 48: The Body Shop in-store refill station, 2019
                                                                                                                                                                                        • Figure 49: L’Occitane in-store refill station, 2020
                                                                                                                                                                                      • Ingredients need to be sustainably sourced
                                                                                                                                                                                        • Figure 50: Eco-friendly BPC ingredient considerations, November 2019
                                                                                                                                                                                    • Types of BPC Products Purchased

                                                                                                                                                                                      • Most continue to buy regular BPC products
                                                                                                                                                                                        • NPD is driving green purchasing
                                                                                                                                                                                          • Figure 51: Purchase of eco-friendly and regular BPC products, November 2019
                                                                                                                                                                                        • Green penetration highest amongst skincare buyers
                                                                                                                                                                                          • Figure 52: Purchase of eco-friendly products amongst product buyers, March 2019
                                                                                                                                                                                        • Consumers buy a broader range of regular products
                                                                                                                                                                                          • Figure 53: Repertoire of eco-friendly and regular BPC products purchased, November 2019
                                                                                                                                                                                      • The Green BPC Consumer

                                                                                                                                                                                        • Women are going green
                                                                                                                                                                                            • Figure 54: Purchase of eco-friendly and regular BPC products, by gender, November 2019
                                                                                                                                                                                            • Figure 55: The Net Sustain Beauty Kit, 2020
                                                                                                                                                                                          • Young consumers are active green buyers
                                                                                                                                                                                              • Figure 56: Purchase of eco-friendly and regular BPC products, by age, November 2019
                                                                                                                                                                                            • Purchase is influenced by parental status
                                                                                                                                                                                                • Figure 57: Purchase of eco-friendly and regular BPC products, by parental status, November 2019
                                                                                                                                                                                            • Change in Purchase of Green BPC Products

                                                                                                                                                                                              • Consumers are upping their eco game
                                                                                                                                                                                                • Figure 58: Change in eco-friendly BPC purchasing, November 2019
                                                                                                                                                                                              • Young women are driving the change
                                                                                                                                                                                                • Figure 59: Change in eco-friendly BPC purchasing, by age and gender, November 2019
                                                                                                                                                                                              • Signs that affordability is an issue
                                                                                                                                                                                                • Figure 60: Change in eco-friendly BPC purchasing, by household income, November 2019
                                                                                                                                                                                            • Barriers to Purchasing Green BPC

                                                                                                                                                                                              • Expense is a deterrent
                                                                                                                                                                                                • Brands could differentiate with more quantifiable evidence
                                                                                                                                                                                                  • Figure 61: Barriers to purchasing eco-friendly BPC products, November 2019
                                                                                                                                                                                                • Practicality remains important
                                                                                                                                                                                                  • Older consumers are confused
                                                                                                                                                                                                    • Figure 62: Barriers to purchasing eco-friendly BPC products, by age, November 2019
                                                                                                                                                                                                  • Women want green BPC to be more widely available
                                                                                                                                                                                                    • Figure 63: Barriers to purchasing eco-friendly BPC products, by gender, November 2019
                                                                                                                                                                                                • Green Beauty and Grooming Behaviours

                                                                                                                                                                                                  • BPC recycling gains momentum
                                                                                                                                                                                                    • Single-use products fall out of favour
                                                                                                                                                                                                      • Figure 64: Eco-friendly BPC behaviours, November 2019
                                                                                                                                                                                                    • Women are embracing slow beauty
                                                                                                                                                                                                      • Figure 65: Eco-friendly BPC behaviours, by gender, November 2019
                                                                                                                                                                                                    • Young consumers are taking a holistic approach
                                                                                                                                                                                                      • Figure 66: Eco-friendly BPC behaviours, by age, November 2019
                                                                                                                                                                                                    • Parents are willing to pay more for green BPC
                                                                                                                                                                                                      • Figure 67: Eco-friendly BPC behaviours, by parental status, November 2019
                                                                                                                                                                                                  • Green BPC Purchase Channels

                                                                                                                                                                                                    • Most rely on stores to buy green BPC
                                                                                                                                                                                                      • Retailers can use stores to educate consumers
                                                                                                                                                                                                        • Figure 68: Channels used to purchase eco-friendly BPC products, November 2019
                                                                                                                                                                                                      • Young consumers are using online to find more green BPC brands
                                                                                                                                                                                                        • Figure 69: Channels used to purchase eco-friendly BPC products, by age, November 2019
                                                                                                                                                                                                      • Health and beauty specialists are leading the way
                                                                                                                                                                                                        • Figure 70: Retailers used to purchase eco-friendly BPC products, November 2019
                                                                                                                                                                                                      • Department stores are using green BPC to differentiate
                                                                                                                                                                                                        • Convenience influences where men shop
                                                                                                                                                                                                          • Figure 71: Retailers used to purchase eco-friendly BPC products, by gender, November 2019
                                                                                                                                                                                                        • Young consumers are looking for value
                                                                                                                                                                                                          • Figure 72: Retailers used to purchase eco-friendly BPC products, by age, November 2019
                                                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                          • Abbreviations
                                                                                                                                                                                                            • Consumer research methodology

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