Sustainability is currently 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 acquireing a personal care product such as shampoo, followed by specific requireds (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 frifinishliness (11%), sustainability (11%), and absence of allergens (10%). These figures are taken from a new trfinishs report by Henkel and trfinish watcher Herman Konings.
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