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New normal shopping

Market researcher Kantar recently conducted a survey to look at the impact of inflation and today’s economy on consumer support for sustainable practices.

Many respondents’ shopping and lifestyle habits have changed in response to the rising cost of living. For instance, globally, 54% cook at home more, 41% buy more reusable products, and 39% say they make more use of natural products found near their home.

In terms of buying eco-friendly brands over the past year, 58% globally say they regularly did so for grocery products, 53% for cleaning and laundry, 52% for paper products, 27% for cosmetics and 11% for baby products.

However, eco-friendly shopping in the UK may be seeing a downturn. Sadly we’re highest (34%) among those saying they don’t regularly buy eco-friendly brands in any of these categories – the global average is 19%.

Younger generations are more likely to purchase at least one type of eco-friendly brand (only 11% of Gen-Z bought none, compared with 26% of Boomers). Uptake of eco-friendly brands is highest for eco-conscious respondents, as would be expected.

Factor in cost-of-living concerns and only 15-20% (globally) of those who bought eco brands over the past year say they would not switch brands to a cheaper non-eco alternative. This means 80-85% are not committed to eco-friendly brands and have either already switched or would consider it.

Indeed, 23% of those who did buy eco-friendly grocery brands have already switched to cheaper ones, and this rises to 36% for baby products.

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