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With the fourth edition of its Who Cares, Who Does study, unveiled on 4 October, Kantar this time looked at consumer behaviour towards sustainable development in the retail sector.
For nearly five years, Kantar, the world leader in marketing data and analysis, has published the annual Who Does study, which examines consumer behaviour in relation to various environmental and ecological issues.
This year again, by questioning nearly 100,000 consumers in 24 countries, the study reveals that responsible consumption no longer seems to be a priority in the daily lives of shoppers. And for good reason! The post-Covid era, rising living standards, inflation… all factors that have led to a decline in the number of so-called “eco-committed” consumers in several countries.
Households facing “eco-responsible” purchases
The study shows a segmentation of households into three distinct profiles:
Eco-sceptics show little or no interest in the environment and do nothing to reduce their waste: 44% of respondents say they are “eco-sceptics” in 2022 vs. 37% in 2021.
Eco-sensitive people show interest in the environment but take few initiatives to reduce their waste. In 2022, 38% of respondents said they were “eco-sensitive” vs. 41% in 2021.
Eco-engaged people are very concerned about the environment and take concrete action to reduce waste. However, for the first time since 2019, the percentage of eco-committed people is decreasing, whereas it was increasing in the three previous years. 18% of those surveyed said they were “eco-committed” in 2022, compared with 22% in 2021.
With a drop in the percentage of responsible buyers and a considerable increase in the number of “eco-sceptics”, it can be clearly seen that households are now integrating the environment less into their purchasing behaviour than in previous years.
Economy Vs Environment: Eco-sceptics take the fall
In the face of inflation, responsible consumption seems to be on the wane.
Indeed, this year, the crisis linked to the rising cost of living has had a considerable impact on consumers. Moreover, the recent conclusions of Kantar’s Sustainability Sector 2022 study clearly show that “sustainable development is becoming a luxury reserved for the richest consumers”. This is confirmed by the latest edition of the Who Cares? Who Does ? survey: “45% of respondents said that it was more difficult to behave in a sustainable way because of social or financial constraints”.
For example, in the UK, the top 20 brands among eco-committed people are, on average, 75% more expensive than the average price in their category.
And globally, brands that are more than 10% above the category average are already losing market share in the overall FMCG market.
In France, the eco-committed are resisting inflation
More generally, a good number of countries are recording a real decline in their eco-committed consumers. Spain shows the biggest drop (-8 points compared to 2021), closely followed by Portugal, Ireland and India, which each show a drop of -5 points (compared to 2021).
In France, the eco-committed are still resisting, as this is the only European country where their proportion is increasing (+1 point). In 2021, France was in the middle of the ranking and had already consolidated its base of eco-committed people.
The proportion of eco-committed people remains stable in the USA and Colombia.
According to estimates, purchases of consumer goods by the eco-engaged will represent a total of 376 billion dollars, compared with 446 billion dollars in 2021. This amount represents a significant commitment in the face of inflation and declining purchasing power.
Responsible consumption: an opportune market for brands ?
There is still a big gap between the intentions and the actual behaviour of shoppers. However, for eco-responsible retail brands, it represents a real opportunity to be seized: indeed 62% of the shoppers surveyed try to buy products with environmentally friendly packaging, while only 24% would regularly avoid products packaged with plastic. The potential market size is estimated at $991 billion for FMCG brands looking to expand into this market.
Despite this, “shoppers seem to be frustrated and feel that brands are not making enough progress in this area,” according to Natalie Babbage, global director of LinkQ at Kantar Worldpane.
Environmental issues have slipped down the list of daily priorities for many consumers, especially after the Covid-19 health crisis. The return to much more active lifestyles is said to be leaving a lack of time and commitment for shopping. Inflation is not helping this situation, but the fact that the number of eco-committed people remains fairly stable does give some cause for optimism.
Environmentally conscious brands must continue their efforts and make a lasting impact on the market. Because, in the face of today’s many environmental problems, more responsible consumption may well become a priority in our homes. The question is, how should these eco-friendly brands further strengthen their buyers’ commitment to sustainability ?
Read also > LVMH pays an exceptional anti-inflation bonus
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With the fourth edition of its Who Cares, Who Does study, unveiled on 4 October, Kantar this time looked at consumer behaviour towards sustainable development in the retail sector.
For nearly five years, Kantar, the world leader in marketing data and analysis, has published the annual Who Does study, which examines consumer behaviour in relation to various environmental and ecological issues.
This year again, by questioning nearly 100,000 consumers in 24 countries, the study reveals that responsible consumption no longer seems to be a priority in the daily lives of shoppers. And for good reason! The post-Covid era, rising living standards, inflation… all factors that have led to a decline in the number of so-called “eco-committed” consumers in several countries.
Households facing “eco-responsible” purchases
The study shows a segmentation of households into three distinct profiles:
Eco-sceptics show little or no interest in the environment and do nothing to reduce their waste: 44% of respondents say they are “eco-sceptics” in 2022 vs. 37% in 2021.
Eco-sensitive people show interest in the environment but take few initiatives to reduce their waste. In 2022, 38% of respondents said they were “eco-sensitive” vs. 41% in 2021.
Eco-engaged people are very concerned about the environment and take concrete action to reduce waste. However, for the first time since 2019, the percentage of eco-committed people is decreasing, whereas it was increasing in the three previous years. 18% of those surveyed said they were “eco-committed” in 2022, compared with 22% in 2021.
With a drop in the percentage of responsible buyers and a considerable increase in the number of “eco-sceptics”, it can be clearly seen that households are now integrating the environment less into their purchasing behaviour than in previous years.
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With the fourth edition of its Who Cares, Who Does study, unveiled on 4 October, Kantar this time looked at consumer behaviour towards sustainable development in the retail sector.
For nearly five years, Kantar, the world leader in marketing data and analysis, has published the annual Who Does study, which examines consumer behaviour in relation to various environmental and ecological issues.
This year again, by questioning nearly 100,000 consumers in 24 countries, the study reveals that responsible consumption no longer seems to be a priority in the daily lives of shoppers. And for good reason! The post-Covid era, rising living standards, inflation… all factors that have led to a decline in the number of so-called “eco-committed” consumers in several countries.
Households facing “eco-responsible” purchases
The study shows a segmentation of households into three distinct profiles:
Eco-sceptics show little or no interest in the environment and do nothing to reduce their waste: 44% of respondents say they are “eco-sceptics” in 2022 vs. 37% in 2021.
Eco-sensitive people show interest in the environment but take few initiatives to reduce their waste. In 2022, 38% of respondents said they were “eco-sensitive” vs. 41% in 2021.
Eco-engaged people are very concerned about the environment and take concrete action to reduce waste. However, for the first time since 2019, the percentage of eco-committed people is decreasing, whereas it was increasing in the three previous years. 18% of those surveyed said they were “eco-committed” in 2022, compared with 22% in 2021.
With a drop in the percentage of responsible buyers and a considerable increase in the number of “eco-sceptics”, it can be clearly seen that households are now integrating the environment less into their purchasing behaviour than in previous years.
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