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Naturally sourced ingredients have become increasingly visible in the portfolio mix of leading beauty brands as issues of sustainability and social responsibility drive a new era of competitive differentiation. But, eco-friendly packaging could be the industry’s most significant green innovation to date.
Four years ago, the bottled water industry slipped into crisis in the U.S. and Western Europe when it became the target of widespread environmental campaigning over its use of throwaway plastic bottles. The issue developed momentum because consumers, both in restaurants and at home, had an easy and legitimate green alternative—tap water in a glass.
Bottled water had become a powerhouse of growth, its profitability making it the target of substantial new investment from the likes of Coca-Cola, Danone and Nestlé. Yet, almost overnight, the category developed a pariah status among eco-conscious consumers, pushing sustainable packaging right to the top of the innovation agenda in soft drinks.
It was a warning shot for other fast-moving consumer goods that the use of throwaway plastic bottles could become defamatory in the increasingly eco-conscious consumer culture of Western markets. The development of greener packaging alternatives was, therefore, not only a big challenge for the soft drinks industry, but for all fast-moving consumer goods.