Shoppers Call for More Sustainable Beauty Packaging

A new survey has revealed that almost three quarters of consumers in the UK want to see beauty products in more sustainable or recyclable packaging.

The survey, put together by The Pull Agency, questioned 2,000 shoppers from a variety of age groups.

While 19% said they wanted to see less packaging overall, 12% said they were interested in more sustainably produced packaging, and 12% said they wanted more in-store recycling points.

A third (32%) said they had deliberately chosen brands of choice based on sustainability, with the percentage rising to 35% for shoppers who fell into Generation Z.

However, while sustainability was ranked as important to shoppers, affordability was also a deciding factor for 57% of shoppers – though 88% said they would pay more for products with sustainability credentials.

Claire Rance from The Pull Agency commented, “Beauty and personal care brands have to see sustainability as an opportunity to better connect and engage with their audiences.

“We’ve all seen how the environment has been positively impacted by the lockdowns and quarantines of 2020, and consumers expect brands to do their utmost to keep things moving in the right direction.”