Consumers call on beauty brands for more sustainable packaging
A new survey from plastic waste prevention company CleanHub has revealed that 81 per cent of beauty product consumers believe that the industry should actively reduce the amount of plastic packaging it uses.
Respondents to the survey – which totalled 523 consumers between the ages of 18 to 65 – made it clear that a beauty brand’s sustainability credentials have an impact on their purchasing habits. Around 63 per cent claimed that ‘Clean Beauty’ is ‘extremely or very important’ to them, whilst nearly half (47 per cent) stated that they would be willing to pay more for products that come in sustainable packaging.
A further 20 per cent of respondents to the survey said that they would consider paying more for a product dependent on factors such as brand or quality.
When it comes to which materials consumers want to see used in the industry, respondents said:
- Recyclable plastic (47 per cent)
- Refillable containers (40 per cent)
- Glass (39 per cent)
- Biodegradable plastic (36 per cent)
- Paper and Cardboard cartons (35 per cent)
- Organic packaging (30 per cent)
Waste in the beauty industry
The beauty industry produces at least 120 billion tonnes of packaging waste annually – 70 per cent of which is accounted for by packaging alone.
Recycling figures for plastic waste in the industry remain low; the British Beauty Council has indicated that 14 per cent of plastic cosmetics packaging makes it to a recycling plant, with just 9 per cent actually recycled.
Accordingly, beauty product consumers want brands to become more transparent and to take a more active role in messaging. The survey revealed that almost three quarters (72 per cent) want to know what brands are doing to prevent their products from ending up in oceans or landfills, whilst 69 per cent claimed that they should take "a more active role in promoting eco-conscious behaviour among their customers."
Despite such worries, 49 per cent of respondents believe that beauty brands uphold their sustainability credentials, with just 17 per cent stating they do not believe claims made by brands in the industry. Indeed, 70 per cent of participants indicated that they investigate the eco-friendly credentials of the brands they choose to purchase from.
Sustainable packaging a high priority
Respondents to the survey ranked packaging and waste highly in terms of importance when it comes to purchasing a beauty product. Consumers ranked their priorities in the following order:
- Non-toxic
- Cruelty-free
- Sustainable packaging
- Organic ingredients
- Zero waste
- Environmental impact
- Vegan
Commenting on the calls from consumers for more sustainable packaging in the sector, Nikki Stones, Vice President of Marketing at CleanHub said: "The Clean Beauty trend has been rising over the last few years, and now many beauty consumers see it as a necessity when purchasing products.
“While initially focused on harmful ingredients, it also encompasses wasteful packaging – much of which is non-recyclable and ultimately ends up in landfills. If more consumers make the conscious choice away from these products, the industry is sure to follow."
