Trust in product green labels has remained steady over the years; however, affordability continues to be the main obstacle to consumer purchasing decisions, as stated by 40% of global respondents in the Euromonitor Voice of the Consumer: Sustainability Survey, fielded January to February 2024. Consumers are becoming more strategic with their spending, increasing the pressure on businesses to communicate clearly and effectively about their products to remain competitive in today’s crowded marketplace.
There are a few key aspects which brands need to address when communicating their offering. Consumers continue to prioritise the core benefits of sustainable products. Therefore, green attributes should be closely linked to the product’s core value, addressing specific consumer needs while aligning with their preference for sustainable solutions. Consumers look for quick and simple ways to identify products or services that truly meet their needs. To capture their attention, brands should clearly and authentically highlight their products’ unique features and tangible benefits.
To uncover growth opportunities and remain relevant to their target audiences, brands must understand the specific claims driving demand within their industries, categories, and target markets. In recent years, certain sustainability claims have emerged as clear leaders in driving sustainable product sales.
The main performance drivers, highly present across industries and categories, are centred around communicating healthier and safer product benefits. Claims such as “Natural”, “Vegan” and “Organic” have also remained the most prevalent in new product launches across FMCG categories in 2024. Brands have been trying to strike a balance between product quality and performance while also prioritising health, wellness, and sustainability features.
Editor’s pick: Five innovative sustainable products in Q3 2024
Euromonitor International spotlights five products launched on e-commerce during Q3 2024, illustrating the incidence of top sustainability claims across five FMCG categories.
Unlocking growth through sustainable innovation
With transparency and accountability becoming increasingly focal, businesses must communicate openly and effectively about the tangible benefits their products offer to both consumers and the environment. The success of new product launches depends on embedding sustainability across the entire product lifecycle, supported by both broad and specific certified claims. Product development should prioritise high-value and growth sustainable attributes that resonate with target audiences and complement their primary purchase drivers, such as efficacy, quality or safety.
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