According to new data from NIQ* (formerly NielsenIQ), 69% of consumers say sustainability has become more important to them over the last two years, but 25% say companies make it difficult for them to be sustainable with their purchases. Here's what that means for beauty brands.
1. Sustainable ingredients
Per NIQ, 45% of consumers believe responsible sourcing is important, while 24% want brands to increase their use of sustainable ingredients.
Meanwhile, this movement is leading to an ongoing increase in free-from claims, per NIQ, which target allergens or other problematic materials.
2. Sustainable packaging
NIQ argues that a growing focus on sustainable packaging will define the next phase of sustainable beauty. This may include packaging that is:
- composed of novel materials (ex: mushroom, bamboo, etc.)
3. Third-party Pressure
In addition, brands can expect to endure governmental regulations related to sustainability/ESG claims, particularly regarding greenwashing.
*NIQ's new branding aligns with its Full View, which draws widely from various channels, sources, consumers and regions to better help clients understand, measure and activate on complete data.