“Generational differences apparent when it comes to sustainability”

Sustainability is not the deciding factor for the average consumer when purchasing a grooming or cleaning product. “A group of consumers simply no longer believes that companies take sustainability seriously.” 

Raising awareness

Price (32 %) is the most important criterion when buying a personal care product such as shampoo, followed by ‘specific needs’ (22 %), fragrance (19 %), and ingredients (12 %). Sustainability (7 %) ranks only fifth. When choosing a detergent, cleanliness and hygiene are the most important factors (45 %), followed by garment care (18 %), skin friendliness (11 %), sustainability (11 %), and absence of allergens (10 %). These figures are taken from a new trends report by Henkel and Belgian trend watcher Herman Konings.