Unlocking the Beauty of Sustainability: A Shift in US Consumer Preferences
In a recent report by NielsenIQ, the spotlight is on the evolving priorities of US beauty consumers, with sustainability taking center stage. While interpretations of sustainability may vary, it’s clear that this concept is gaining significance in the realm of beauty and personal care.
When it comes to sustainability, individuals have diverse perspectives. For some, it means adopting reusable practices or supporting fair trade, while for others, it’s about reducing environmental impact. According to NielsenIQ, 61% of US consumers link sustainability to benefiting the planet, 57% to preserving natural resources, and 54% to reducing pollution. Notably, only 33% associate it with better conditions for workers and 26% with societal contributions.
The tide is turning, and 62% of consumers express that sustainability is more crucial to them now than it was two years ago. This growing awareness is translating into purchasing decisions, driven by the increasing visibility of sustainability in the news and its tangible effects on the world.
Shifting from the initial focus on eliminating ‘harmful’ ingredients, consumers now seek beauty products aligned with clean beauty standards while minimizing environmental impact. Sustainable segments in the beauty market are flourishing, with compostable products witnessing a 30.9% growth, cruelty-free products up by 18.1%, and plastic-free products increasing by 12.2%.
The evolution from clean beauty 1.0 to 2.0 involves a broader perspective that includes environmental concerns before potentially merging with societal issues. Packaging waste is under scrutiny, evident in a substantial 64% increase in searches for refillable options.
NielsenIQ emphasizes the importance of clear communication by brands regarding their sustainability efforts. As consumers actively seek products aligning with their sustainability goals, beauty brands must convey transparent messages to stay in tune with this evolving trend.