{"id":56185,"date":"2022-02-04T11:46:57","date_gmt":"2022-02-04T10:46:57","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=56185"},"modified":"2022-02-04T11:46:57","modified_gmt":"2022-02-04T10:46:57","slug":"sustainability-cosmetics-simon-kucher","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/nachhaltigkeit-kosmetik-simon-kucher\/","title":{"rendered":"Sustainability yes - but at what price?"},"content":{"rendered":"
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Consumers are increasingly paying attention to the sustainability of products, including in the cosmetics and skincare sector. But how much does this contribute to the actual purchasing decision? A recent study by Simon-Kucher & Partners provides answers.<\/strong><\/p>

The results of the study \"Sustainability in the cosmetics and care products sector\" by the global strategy consultancy Simon-Kucher & Partners<\/a> show that 58 per cent of consumers in the DACH region attach importance to sustainability in cosmetics and care products<\/strong>. This puts the purchase decision criterion in third place after the quality of the product (72 per cent) and the price (70 per cent).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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More lip service than conviction?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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By \"sustainability\", consumers primarily mean environmentally friendly or recyclable packaging. \"This is the so-called 'reason to believe'; this is the first thing that many consumers use to determine that the product is sustainable for them,\" explains Nina Scharwenka, Partner and Global Head of the Consumer Sector at the consultancy. \"If producers and manufacturers in the beauty industry want to become active when it comes to sustainability you should therefore first invest in environmentally friendly packaging<\/strong>.\"<\/p>

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However, the study also shows that only a good third of respondents (35 per cent) are prepared to pay more for sustainable cosmetics and care products. And even within this group, the willingness to pay for sustainable products is low<\/strong>A good half of respondents (57 per cent) would pay a premium of up to ten per cent; a further 31 per cent would be prepared to pay up to 20 per cent more. \"For most consumers, sustainability currently seems to be more lip service than conviction,\" says Benedikt Schmitz, Director in the Consumer Sector at Simon-Kucher. However, the sustainability aspect remains important<\/strong>Because a sustainable image can have a positive effect on brand perception - and therefore also indirectly on the willingness to pay,\" says Schmitz.<\/p>

Source<\/em>: Simon-Kucher & Partners<\/a><\/p>