Europanel Who Cares | Who Does – Sustainability concern and action

Sustainability concern and action:

What's changed since last year?

Consumers are increasingly aware of the environment and are changing their values and shopping behaviour accordingly. Do you know what actions to take to meet their needs? Our second annual report provides multinationals, local manufacturers and retailers insights on how attitudes are changing as well as their impact on purchasing decisions.

Our 2020 study of 80,000 households from 19 countries will evaluate the changes in sustainability concern and purchase behaviour vs. 2019. Click here to register your interest accessing insight covering 19 countries.

Brands must find the sweet spot between doing the right thing and commercial success

Sustainability is a major concern for shoppers. Businesses that leverage these concerns will create new opportunities for themselves; those that do not act will be at risk.

Europanel together with Kantar and GfK, has studied consumer concerns and behaviours across 80,000 global households and has connected these insights with what they are actually purchasing while in the store. Our 2019 study showed that environmental concerns had a direct impact on brand purchases and choosing product packaging.

Our 2020 study will evaluate the changes in concern, action, need and purchase behaviour vs. 2019. We've added additional questions for a broad sustainability understanding including topics such as recycling, naturalness, impact of individual behaviour, and the different needs shoppers have for different categories.

Benefits

Developing a sustainable strategy that brings consumers along with the company and brand is a huge challenge.

Our unique approach which matches attitudes with purchase behaviours can help. By connecting real purchasing behaviour about your brand and category from our household panels to consumers attitudes around sustainability, waste and their actions taken to reduce their environmental footprint.

Develop

global and local strategies through understanding the big picture and local perspectives

Quantify

the financial impact of sustainability concerns on your brand performance

Learn

which of your competitors are cutting through to sustainable shoppers

Set

realistic price points based on the what sustainable shoppers have paid in the past

Track

whether your innovation hit the right shopper groups and compare to competitors

Sell

your ideas into retailers by showing key account opportunity

Sustainable shoppers

Leverage our Eco-Segmentation to understand, profile and track those who are doing most to reduce their environmental impact.

Our 2020 study will evaluate the changes in concern, action, need and purchase behaviour vs. 2019. We've added additional questions for a broad sustainability understanding including topics such as recycling, naturalness, impact of individual behaviour, and the different needs shoppers have for different categories.

Source: #Who Cares? Who Does? 2019

Eco-Actives

Eco-Actives consistently work to reduce their levels of plastic waste and frequently take active steps to improve the environment.

They are more than twice as likely as other groups to avoid meat, plastic bottles and plastic packaging. They are also twice as likely to buy reusable beauty products than the next group.

Eco-Actives accounted for 16% of the global population and $259 billion of FMCG spend.

Brands with eco-credentials achieve more than double the penetration with Eco-Actives vs Eco-Dismissers

FMCG Brands – Penetration – Brands for which there is a correlation between our sustainability groups and their penetration. Top 10 with the largest % gap between penetration amongst Eco-Actives and Eco-Dismissers

Source: Kantar, FMCG Panel UK, 52 w/e 12-Jul-2, 2 year continuous panel. Filtered to brands >% annual penetration

A harmonised global sustainability survey in 19 markets

Topics covered in 2020

Top Concerns around the environment (trend v 2019)
Day to day actions take to reduce plastic waste (trend v 2019)
Whether people seek for products which are local/ green packaging/ pay fair wages etc.
What is checked for on the label? (trend v 2019)
Recycling attitudes and behaviours
Who influences change?
Who is responsible for environment?
Which brands are doing a good job? (trend v 2019)
Which changes would shoppers like to see in different categories?
Attitudes towards natural products

Country coverage in 2020

How you can access the insights

Global report

with an overview of sustainability behaviours and concerns of shoppers at global and regional level

Country report

for each of the 19 markets providing local results, including segments and category performance

Purchase data access

option to add segments to category databases for more in-depth look at eco-segment purchasing

For more information on how to access the insights from this study please get in touch