Post on 04-Feb-2022
April 2021
Sustainable Consumption 2021 ReportStatista Global Consumer Survey
This report is based on the representative survey “Sustainable Consumption 2021" by Statista. In addition to this report, Statista provides statistics, survey data tables, and an interactive version of the study for individual analysis as part of the Global Consumer Survey. This study provides insights into attitudes, consumer behavior, and brand perception regarding sustainability in the categories Food & Beverages, Fashion, and Beauty & Personal Care. It addresses sustainable eCommerce and the drivers and barriers of sustainable consumption.
This exclusive Statista survey is also published as a Content Special within the Global Consumer Survey and can be evaluated individually. You can find more information at:
https://www.statista.com/global-consumer-survey
Method Online survey
Language German
Sources Statista
Region Germany
Number of respondents 1,032
Age of respondents 16 years and older
Type of respondents Residential online population
Panel provider PureSpectrum
Survey time period February 15th to 22nd, 2021
Study design
2
Exclusive Statista survey on sustainable consumption among 1,032 consumers in Germany
3
Sustainability is seen as a decision-forming purchase criterion and as a topic that is meant to stay
Only a 15% minority thinks that sustainability is a buzzword and will lose importance in the future. A somewhat larger group feelsskeptical about sustainability: one in five states that sustainability claims are exploited by brands for the benefit of selling productsmore expensively. Nevertheless, many regard sustainability as an important purchase criterion: Approximately 30% of thosesurveyed name sustainability as an important factor for purchasing decisions in the category Food & Beverages, and in the Beauty &Personal Care category, this opinion is held by 27% of respondents. In the category Fashion, 25% of those surveyed hold this view.However, price is especially prioritized across all categories.
Consumers see an own influence on tackling environmental problems
Only 10% of German consumers doubt that climate change is caused by humans. More than 50% agree that their daily behaviorscan help to resolve environmental issues. However, older consumers also feel that companies should be held accountable.
Consumers habits change due to sustainability
One in two consumers states that they have changed or adapted their consumption behavior due to sustainability reasons. Thisincludes trying out new products and stores as well as showing a willingness to spend more money on sustainable products. Also,consumers are ready to forgo products that do not meet sustainability standards: over 25% of respondents stopped buying certainproducts. In the food category, 26% avoided products such as exotic fruits, in beauty care, 26% banned products such as disposablerazors from their shopping lists, and 28% canceled fashion items such as leather fabrics.
Brands with a negative sustainability policy are at risk of being canceled
Brands and stores with poor sustainability policies tend to experience consumer avoidance or even boycotting: 24% of respondentssay that a lack of sustainability led them to stop buying a certain brand in the beauty & personal care sector. Younger consumers, inparticular, are willing to go even further: 26% of respondents aged 16-29 years boycotted a brand or store due to its negativesustainability policy.
Key Insights (1/3)
Consumers feel they influence environmental issues and many are willing to adapt their buying habits
Sources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
4
Main drivers for sustainable purchases are environment, conscience, regional support, and health
The good impact on the environment and a good conscience drive sustainable purchases across all categories. When it comes tofood, 53% of respondents are in favor of supporting regional suppliers. Within the category Beauty & Personal Care, health factors(whether for oneself or for the family) provide the impetus for buying sustainable products (41%). In the Fashion category, 35% ofconsumers purchase eco-friendly clothing to support social justice.
Price, lack of credibility, and habits are the main barriers for sustainable purchases
Consumers are put off by the expense of sustainable products: across all categories, this factor was the main reason for not buyingsustainable alternatives. The concern that some products are marketed as sustainable but in reality are not, and the tendencyamong purchasers to stick with known products and stores were the second and third most common reasons for not buyingsustainable products.
Good prospects for sustainable eCommerce
Around 60% of online shoppers have not returned a single package in the past year. In addition, 65% say they would be willing topay more for delivery, if CO2-neutral shipping were guaranteed in return. Sustainable aspects certainly play a role in eCommerce:almost one in two indicates little packaging waste as an important delivery criterion. However, free, fast, and safe shipping is a muchmore important priority.
Key Insights (2/3)
A good effect on nature and a good conscience speak for buying sustainably; money is the biggest barrier
Sources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
5
Large supermarket chains are doing well; discounters lag behind
Regarding sustainability and food products, discounters perform quite poorly across the board. Supermarkets such as EDEKA andREWE are above average: more than one in three consumers considers them sustainable. The situation is even better for their own organic private brands: here, EDEKA Bio and REWE Bio are on par with the private labels of exclusively organic supermarkets such as Denn’s. When it comes to sustainable brands excluding private brands, the best known and most purchased sustainable food brand is Alnatura.
Successful beauty and personal care brands have vastly different sustainability images
Within the beauty and personal care market, Nivea is a clear winner by being above average along the dimensions of awareness,buyer share and sustainable image, while The Body Shop is the lesser-known sustainability champion. Although Axe is very well known and often purchased, its sustainability performance is the lowest compared to other brands in the list. The most recognized and purchased sustainable beauty and personal care brand is Kneipp and is closely followed by Weleda.
Fashion has a hard time with sustainability
Looking at fashion, big players such as H&M, Otto, and Zalando are consistently seen as not credibly sustainable (only 15 to 22% of consumers agree that these brands are sustainable or very sustainable). Smaller niche retailers are the ones with a good eco-friendly image with hessnatur leading the way. The trifecta of being well known, frequently purchased, and convincingly sustainable has not yet been attained by any retailer.
Key Insights (3/3)
With few exceptions, large and well-known brands seem to struggle with creating a sustainable image
Sources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
7
Important aspects of sustainable consumption
The status of sustainability: personal importance
“When it comes to products and services, which of the following aspects of sustainable/eco-friendly consumption are important to you personally?"; Multi Pick; Base: n=1,032, all respondents Sources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Germans see packaging and animal welfare as the most important aspects of sustainable consumption
No use of environmentally harmful raw materials (e.g., palm oil, chemicals, artificial fragrances)
Environmentally friendly packaging (e.g., recyclable, plastic avoidance)
Eco-classification (e.g., organic)
40%
Animal welfare
Fairly traded and produced (e.g., fair wages, no child labor)
Conscious consumption
Regionality (e.g., avoid long shipping routes)
CO2 avoidance
Use of renewable raw materials
Resource-saving production (e.g., water consumption)
Seasonality
None of the above
56%
55%
49%
45%
45%
41%
41%
29%
34%
20%
8%
8
Active information seeking, by topic
The status of sustainability: researched topics
“Which of the following topics have you actively searched for information about in the last 12 months? Via documentaries, internet research, magazine articles, etc.?”; Multi Pick; Base: n=1,032 all respondents; “How old are you?”; Single Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Microplastics and (food) waste are the most frequently researched topics by consumers
Food waste
Fridays for Future
Deforestation
Dealing with waste (e.g., plastic/packaging waste)
Microplastic
Future energy sources and supply
Water scarcity / poor drinking water quality
CO2 footprint
Future food sources (e.g., insects or lab-grown meat)
Fast fashion / slow fashion
None of the above
30%
30%
29%
21%
21%
21%
17%
16%
12%
9%
34%
9
Attitudes towards sustainability
The status of sustainability: attitudes (1/2)
“Which of the following statements do you agree with?”; Multi Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
One out of five consumers is suspicious about companies’ eco-friendliness claims
"Sustainability/eco-friendliness" is a buzzword and will lose its meaning again
15%
"Sustainable/eco-friendly" is just a term that companies use to sell their products at a
higher price
I don’t believe that climate change is caused by humans
20%
10%
10
Attitudes towards sustainability
The status of sustainability: attitudes (2/2)
“Which of the following statements do you agree with?”; Multi Pick; “How old are you?”; Single Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
More than half of consumers believe changing their behavior could tackle climate change
The government is responsible for solvingglobal environmental problems
I can contribute to tackling environmental problems through my daily behavior
51%
47%
Companies are responsible for solving global environmental problems
43%
45%
57%
36%
30%
30%
28%
28%
25%
30%
Total 16 - 29 years 30 - 49 years 50 years and older
12
Top 10 sustainable food and beverage purchases by category
Food & beverages: sustainable purchases by category
“Which food/drinks have you purchased in the last 3 months?”; Multi Pick; “Which of these food and drink products that you bought in the last 3 months were sustainable/eco-friendly?”; Multi Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Fruits and vegetables, dairy products, and potatoes have the highest share of sustainable purchases
37%
25%
21%
20%
20%
18%
16%
14%
11%
10%
47%
55%
56%
56%
53%
41%
65%
45%
50%
62%
16%
20%
23%
24%
27%
41%
19%
41%
39%
28%
Bread and bakery goods
Coffee
Fruits and vegetables
Dairy products
Potatoes
Tea
Fish
Meat and sausages
Rice
Sweets and chocolate
Sustainable buyer Non-sustainable buyer Non-buyer
13
Food purchase criteria
Food & beverages: important purchase criteria
“Which of the following criteria are particularly important to you when buying food or drinks?”; Base: n=1,032 all respondents Sources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Sustainability is an important food purchase criterion for one third of consumers, but nothing beats taste
32%
Animal welfare
Quality
3%
Shelf life
Taste
Ingredients
Price
44%
Origin
Package size
Compatibility
Sustainability/eco-friendliness
39%
Quality seal / organic certification
Brand/manufacturer
Appearance
None of the above
67%
65%
64%
46%
42%
33%
30%
23%
22%
15%
14
Food & beverages: drivers and barriers
“What are the reasons you purchase sustainable/eco-friendly food or drink products?”; Multi Pick; Base: n=627 respondents who purchased sustainable food or beverages; “What are the reasons for not purchasing sustainable/eco-friendly food or drink products?”; Multi Pick; Base: n=1,013 respondents who purchased food or beveragesSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Every second sustainable food buyer states that supporting regional suppliers is a purchase driver
Main reasons for buying sustainable food
To support social justice
To support projects for a good cause
Better for the nature/environment
To support regional suppliers
Other / Don’t know
For my own conscience
Better for my own health / my family’s health
Better quality
65%
51%
41%
38%
38%
29%
28%
7%
Main reasons against buying sustainable food
Don’t have any added value
Too expensive
Preference of familiar products
Often a scam
No sustainable option for familiar products
Don’t last as long
19%
No sustainable products where I shop
Don’t taste as good
Don’t look good
Have had bad experiences
Other / Don’t know
I only buy sustainable food/drinks
40%
19%
12%
11%
10%
9%
9%
7%
7%
6%
22%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100%
Brand awareness
Su
sta
ina
bili
tyra
tin
g1
Lidl
Kaufland
basicREWE
EDEKA
PennyNETTO
Netto - Markendiscount
ALDI NORD
real
ALDI SÜD
Denn´s Biomarkt Alnatura
BIO COMPANY Reformhaus
15
Sustainability image of grocery store brands
Food & beverages: grocery stores landscape
Alnatura and Denn’s are perceived as the most sustainable grocery stores; discounters lag behind
Buyer share
Ø
Ø
1: Top 2 boxes: 4 = “sustainable” and 5 = “very sustainable”; “On a scale of 1 (not at all) to 5 (very), in your opinion, how sustainable/eco-friendly are the following brands?”; Rating; Base: at least n=388 per store: respondents who know the respective store; “Which of the following brands do you know?”; Multi Pick; “Which of the following brands have you purchased in the last 3 months?”; Multi Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80%
enerBio (Rossmann)REWE Bio (REWE)
Brand awareness
Cre
dib
ility
of
sust
ain
ab
ility
BioBio (Netto)
EDEKA Bio (EDEKA)
dmBio (dm)
K-Bio (Kaufland)
neuform (Reformhaus)
real,-Bio (Real)
Biotrend (Lidl)
Naturgut (Penny)
Gut Bio (ALDI NORD)
Denn’s Biomarkt (Denn’s Biomarkt)
BioSmiley (ALDI SÜD)
BioSonne (Norma)
BIO COMPANY (BIO COMPANY)
16
Sustainability image of organic private brands
Food & beverages: organic private brand landscape
The most popular and credibly sustainable organic private brands are EDEKA & REWE
Ø
Ø
“Which of the following brands do you know?”; Multi Pick; “Which of the following brands have you purchased in the last 12 months?”; Multi Pick; Base: n=1,032 all respondents; “Which of these organic food brands do you feel have credibility in terms of sustainability?”; Multi Pick; Base: at least n=282 per brand, respondents who know the respective brandSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Buyer share
17
Top 10 sustainable food brands by awareness and purchases
Food & beverages: top 10 sustainable brands
“Below you can see a list of selected sustainable/eco-friendly brands. Which of them do you know?”; Multi Pick; “Below you can see a list of selected sustainable/eco-friendly brands. Which of them have you purchased products from in the last 3 months?”; Multi Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Alnatura is by far the best-known and most-bought sustainable food brand and is followed by Rapunzel
9%
28%
38%
7%
86%
32%
24%
14%
9%
26%
9%
25%
8%
24% 24%
8%
22%23%
5% 6%
Brand awareness Brand purchases
18
Changes in food purchase behavior for sustainability reasons
Food & beverages: sustainability-conscious purchase changes (1/2)
“Thinking about food or drinks, which of the following statements apply to you? In the last 3 months I have done the following for sustainability reasons:”; Multi Pick; Base: n=527 respondents who purchased food or beverages and changed their buying behavior due to sustainability reasonsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Consumers are willing to try out new products and dig deeper into their pockets for sustainability reasons
48%
47%
26%
24%
22%
20%
17%
16%
11%
Spent more money on food
Tried out a new product
Stopped buying a certain product (e.g., exotic fruits)
Did not visit a certain store anymore
No longer bought a certain brand
Tried out a new shop
Tried out the sustainable alternative of a brand I have purchased before
Tried out the sustainable alternative of a brand I have had never previously purchased
Boycotted a store/brand because of its sustainability policy
19
Selected changes in food purchase behavior for sustainability reasons
Food & beverages: sustainability-conscious purchase changes (2/2)
“Thinking about food or drinks, which of the following statements apply to you? In the last 3 months I have done the following for sustainability reasons:”; Multi Pick; Base: n=527 respondents who purchased food or beverages and changed their buying behavior due to sustainability reasonsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
The younger the consumers, the more willing they are to switch shops or brands for sustainability reasons
33%32%
25%
15%
21%
23%
17%
11%
13%
17%
8% 8%
Tried out a new shop Did not visit a certain store anymore Boycotted a store/brand because of its sustainability policy
No longer bought a certain brand
16 - 29 years 30 - 49 years 50 years and older
21
Sustainable beauty and personal care purchases by category
Beauty & personal care: sustainable purchases by category
“Which cosmetics and body care products have you purchased in the last 12 months?”; Multi Pick; “Which of these cosmetics and body care products that you purchased in the last 12 months were sustainable/eco-friendly?”; Multi Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Shower, wash, and hair care products lead the way among sustainable personal care purchases
28%
25%
20%
19%
19%
11%
8%
7%
7%
49%
49%
58%
56%
35%
36%
18%
38%
28%
23%
26%
22%
25%
46%
53%
74%
55%
65%
Hair care
Feminine hygiene products
Shower andwash products
Dental care
Deodorant
Fragrances
Skin/body care
Shaving products
Decorative cosmetics / makeup
Sustainable buyer Non-sustainable buyer Non-buyer
22
Beauty & personal care purchase criteria
Beauty & personal care: important purchase criteria
“Which of the following criteria are particularly important to you when buying cosmetics and body care products?”; Multi Pick; Base: n=1,032 all respondents Sources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Sustainability is 7th place among personal care purchase criteria; price and quality hold the top spots
Sustainability/eco-friendliness
46%
Price
Skin compatibility
Odor/scent
Quality
Ingredients
Animal welfare
Brand/manufacturer
Quality seal / organic certification
Package size
60%
Origin
Durability
Appearance
None of the above
60%
53%
50%
39%
27%
25%
19%
23%
23%
22%
14%
5%
23
Beauty & personal care: drivers and barriers
“What are the reasons you purchase sustainable/eco-friendly cosmetics and body care products?”; Multi Pick; Base: n=546 respondents who purchased sustainable beauty/personal care products; “What are the reasons for not purchasing sustainable/eco-friendly cosmetics and body care products?”; Multi Pick; Base: n=992 respondents who purchased beauty/personal care productsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Environmental and health reasons are the strongest drivers for buying sustainable personal care products
Main reasons for buying sustainable personal care
To support regional suppliers
Better for the nature/environment
For my own conscience
To support social justice
Better for my own health / my family’s health
28%
To support projects for a good cause
Better quality
26%
Other / Don’t know
64%
41%
36%
35%
26%
7%
Main reasons against buying sustainable personal care
Not as effective
Too expensive
Other
Have had bad experiences
Preference of familiar products
Often a scam
No sustainable products where I shop
No sustainable option for familiar products
9%
Don’t have any added value
Don’t smell as good
Don’t last as long
Don’t look good
21%
I only buy sustainable personal care products
37%
18%
11%
11%
10%
10%
9%
6%
6%
22%
7%
24
Beauty & personal care: sustainability influence (1/2)
1: e.g., soap as shampoo and shower gel in one) 2: e.g., coconut oil as hair mask and body lotion 3: e.g., fabric makeup-removal pads“When thinking about cosmetics and body care, which of the following statements apply to you? For sustainability reasons I use...”; Multi Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Consumers place priority on avoiding harmful ingredients (e.g., microplastics, mineral oil)
Usage of beauty & personal care products for sustainable reasons
Refillable products
Generally fewer cosmetics and care products
Vegan productsCosmetics and care products
without microplastic
Products free of mineral oil
All-in-one products1
Products that have multiple
functions2
Products that are reusable3
None of the above
33%
28%
24%
21%
17% 17%16%
14%
28%
25
Beauty & personal care: sustainability influence (2/2)
1: e.g., soap as shampoo and shower gel in one) 2: e.g., coconut oil as hair mask and body lotion 3: e.g., fabric makeup-removal pads“When thinking about cosmetics and body care, which of the following statements apply to you? For sustainability reasons I use...”; Multi Pick; Base: n=1,032 all respondents; “How old are you?”; Single Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Younger consumers are more likely to buy products that avoid waste through functionality (e.g., refillable)
Usage of beauty & personal care products for sustainable reasons, by age
0% 5% 10% 15% 20% 25% 30% 35% 40%
Total 50 years and older16 - 29 years 30 - 49 years
Products without microplastic
Products free of mineral oil
Generally fewer cosmetics and care products
All-in-one products1
Refillable products
Products that have multiple functions2
Vegan products
Products that are reusable3
None of the above
10%
15%
20%
25%
30%
35%
40%
50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100%
Pantene Pro-V
Brand awareness
Dove
Su
sta
ina
bili
ty r
ati
ng
1
DuschdasAxe
Rituals
Olay
Botanicals
Balea
Garnier
Head & Shoulders
L’Oréal
Neutrogena
Nivea
Palmolive
The Body Shop
26
Sustainability image of beauty & personal care brands
Beauty & personal care: brand landscape
1: Top 2 boxes: 4 = “sustainable” and 5 = “very sustainable”; “On a scale of 1 (not at all) to 5 (very), in your opinion, how sustainable/eco-friendly are the following brands?”; Rating; Base: at least n=554 per brand: respondents who know the respective brand; “Which of the following brands do you know?”; Multi Pick; “Which of the following brands have you purchased in the last 12 months?”; Multi Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Nivea is above average for all dimensions; The Body Shop is the lesser-known sustainability champion
Ø
Ø
Buyer share
27
Top 10 sustainable beauty & personal care brands by awareness and purchases
Beauty & personal care: Top 10 sustainable brands
“Below you can see a list of selected sustainable/eco-friendly beauty & personal care brands. Which of them do you know?”; Multi Pick; “Below you can see a list of selected sustainable/eco-friendly brands. Which of them have you purchased products from in the last 12 months?”; Multi Pick; Base: n=1,032, all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Kneipp leads the top 10 beauty and personal care brands for both awareness and purchases
77%
19% 19%
59%
26%
70%
10%
18%
23%
55%
42%
9%
39%
7%
34%31%
6% 5%
17%
3%
Brand awareness Brand purchases
28
Changes in beauty and personal care purchase behavior for sustainability reasons
Beauty & personal care: sustainability-conscious purchase changes (1/2)
“Thinking about cosmetics and body care products, which of the following statements apply to you? In the last 12 months I have done the following for sustainability reasons:”; Multi Pick; n=496 respondents who purchased beauty/personal care products and changed their buying behavior due to sustainability reasonsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Sustainability motivates consumers to try out new beauty & personal care products
53%
32%
26%
21%
18%
18%
15%
14%
12%
Stopped buying a certain product (e.g., disposable razors)
Tried out a new product
Did not visit a certain store anymore
Tried out the sustainable alternative of a brand I have had never previously purchased
Spent more money on cosmetics and body care products
No longer bought a certain brand
Tried out a new shop
Tried out the sustainable alternative of a brand I have purchased before
Boycotted a store/brand because of its sustainability policy
29
Selected changes in beauty and personal care purchase behavior for sustainability reasons
Beauty & personal care: sustainability-conscious purchase changes (2/2)
“Thinking about cosmetics and body care products, which of the following statements apply to you? In the last 12 months I have done the following for sustainability reasons:”; Multi Pick; n=496 respondents who purchased beauty/personal care products and changed their buying behavior due to sustainability reasonsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Younger consumers are the most likely to avoid or boycott brands for having poor sustainability policies
32%
21%20%
19%
16%
10%
13%
4%
6%
Boycotted a store/brand because of its sustainability policy
No longer bought a certain brand Did not visit a certain store anymore
16 - 29 years 30 - 49 years 50 years and older
31
Sustainable fashion purchases by category
Fashion: sustainable purchases by category
“Which fashion items have you purchased in the last 12 months?”; Multi Pick; “Which of these fashion items that you bought in the last 12 months were sustainable?”; Multi Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Nearly 30% of Germans purchase sustainable clothing
28%
19%
8%
5%
44%
43%
19%
9%
28%
38%
73%
86%
Accessories
Shoes
Clothing
Headwear
Sustainable buyer Non-buyerNon-sustainable buyer
32
Fashion purchase criteria
Fashion: important purchase criteria
“Which of the following criteria are particularly important to you when buying fashion items?”; Multi Pick; Base: n=1,032 all respondents Sources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Sustainability is not among the top criteria when buying fashion; price even tops comfort
Price
Material
25%
Durability
31%
Quality
56%
Origin
Comfort
Animal welfare
45%
Appearance/style
Sustainability/eco-friendliness
Brand/manufacturer
Quality seal / organic certification
None of the above
66%
66%
49%
43%
26%
23%
17%
4%
33
Fashion: drivers and barriers
“What are the reasons you purchase sustainable/eco-friendly fashion items?”; Multi Pick; Base: n=425 respondents who purchased sustainable fashion; “What are the reasons for not purchasing sustainable/eco-friendly fashion items?”; Multi Pick; Base: n=892 respondents who purchased fashionSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Sustainable fashion drivers are tied to environmental impact, consumer consciences, and social justice
Main reasons for buying sustainable fashion
For my own conscience
35%
Better for the nature/environment
To support social justice
To support projects for a good cause
Better quality
To support regional suppliers
Better for my own health / my family’s health
37%
Other / Don’t know
60%
33%
31%
10%
28%
27%
Main reasons against buying sustainable fashion
Often a scam
Don’t look good
Don’t have any added value
23%
No sustainable products where I shop
15%
Too expensive
Have had bad experiences
Preference of familiar products
No sustainable option for familiar products
Other / Don’t know
I only buy sustainable fashion items
38%
18%
14%
13%
13%
8%
23%
5%
34
Fashion: sustainability influence
1: only shown to respondents who purchased fashion items “When thinking about fashion, which of the following statements apply to you? For sustainability reasons…”; Multi Pick; Base: n=1,032 all respondents; “How old are you?”; Single Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Younger consumers are more open to alternative ways of shopping such as secondhand or renting
Sustainability influence on fashion (in %)
0% 5% 10% 15% 20% 25% 30% 35% 40%
I prefer local stores to online stores
I buy as few fashion items as possible1
I repair broken fashion items instead of replacing them
I make sure that they do not contain animal products (e.g., leather, wool)
I buy/wear more secondhand fashion items
I rent/exchange fashion items instead of buying them
None of the above
Total 16 - 29 years 30 - 49 years 50 years and older
10%
15%
20%
25%
30%
35%
40%
45%
30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100%
Baur
Asos
Brand awareness
Su
sta
ina
bili
tyra
tin
g1
Avocadostore
About You
ZalandoArmedangels
Bonprix
H&M
Waschbär
hessnatur
Otto
Peek & Cloppenburg
Zara
PrimarkTK Maxx
Urban Outfitters
35
Sustainability image of fashion brands
Fashion: brand landscape
The big fashion players are not seen as sustainable; hessnatur has the best sustainability image
Ø
Ø
Buyer share
1: Top 2 boxes: 4 = “sustainable” and 5 = “very sustainable”; “On a scale of 1 (not at all) to 5 (very), in your opinion, how sustainable/eco-friendly are the following brands?”; Rating; Base: n=330 per brand: respondents who know the respective brand; “Which of the following brands do you know?”; Multi Pick; “Which of the following brands have you purchased in the last 12 months?”; Multi Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
36
Changes in fashion purchase behavior for sustainable reasons
Fashion: sustainability-conscious purchase changes (1/2)
“Thinking about fashion, which of the following statements apply to you? In the last 12 months I have done the following for sustainability reasons:”; Multi Pick; n=417 respondents who purchased fashion and changed their buying behavior due to sustainability reasonsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
For sustainability, around a third of consumers have tried something new or spent more on eco-fashion
37%
31%
30%
28%
19%
19%
17%
16%
11%
Tried out a new shop
Tried out a new product
Stopped buying a certain product (e.g., leather, synthetic)
Spent more money on fashion
No longer bought a certain brand
Did not visit a certain store anymore
Tried out the sustainable alternative of a brand I have purchased before
Boycotted a store/brand because of its sustainability policy
Tried out the sustainable alternative of a brand I have had never previously purchased
37
Selected changes in fashion purchase behavior for sustainable reasons
Fashion: sustainability-conscious purchase changes (2/2)
“Thinking about fashion, which of the following statements apply to you? In the last 12 months I have done the following for sustainability reasons:”; Multi Pick; n=417 respondents who purchased fashion and changed their buying behavior due to sustainability reasonsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Fashion brands risk losing younger consumers if their sustainability policies are poor
27%26%
21%
19%
10%
24%
8%
12%
10%
Boycotted a store/brand because of its sustainability policy
No longer bought a certain brand Did not visit a certain store anymore
30 - 49 years16 - 29 years 50 years and older
39
Online shopping frequency by age
eCommerce: shopping frequency
“How often have you shopped online in the last 12 months?”; Single Pick; ”How old are you”; Single Pick; Base: n=1.032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
25–34-year-olds keep eCommerce going: around 50% in this age group order online at least once a week
33%
52%
39% 38%
28%23%
51%
36%
49% 49%
50%54%
15% 9% 10% 10%21% 22%
3%
35 - 44 years
1%
16 - 24 years
3%
45 - 54 years25 - 34 years
1% 2%
55 - 64 years
1%
65 years and older
MonthlyWeekly Less often Never
40
Returned online orders
eCommerce: returned delivery habits
Number of returned deliveries out of the last 10 orders
“In the past 12 months, have you returned any of your online orders (fully or partly)?”; Single Pick; Base: n=1.013 respondents who purchased online; “Thinking about your last 10 orders, how many of them did you return (fully or partly)?”; Single Pick;, n=400 respondents who purchased online and returned ordersSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Nearly 60% of online shoppers have not returned any orders in the past 12 months; the rest did so often
39%
58%
2%
Yes
No
Don’t know
1 order 8 - 10 orders2 -3 orders
19%
4 - 7 orders
26%
7%
46%
41
Important delivery criteria
eCommerce: personal importance in terms of delivery
“When thinking about online shopping, which of the following criteria are important to you in terms of delivery?”; Multi Pick; Base: n=1,013, respondents who purchased onlineSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Free, fast, and safe shipping are central criteria, nearly 50% want as little packaging waste as possible
70%
64%
60%
56%
47%
38%
35%
19%
17%
2%
2%
Good customer ratings
Fast shipping
Free shipping
CO2 neutral shipping
Free return shipping
Shipment tracking
Little packaging waste
Nothing is important to me when it comes to shipping
Environmentally friendly packaging
Time window of the delivery freely selectable
Other
42
Willingsness to pay for eco-friendly delivery
eCommerce: environmentally friendly delivery
“Would you be willing to pay a surcharge if the retailer guarantees environmentally friendly shipping (e.g., climate neutral / CO2 neutral) in return?”; Single Pick; Base: n=1,013 respondents who purchased onlineSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
Two thirds of consumers are willing to pay a surcharge for environmentally-friendly shipping
17%
48%
30%
5% Yes, definitely
Yes, but it depends on the amount
No
Don’t know
16%
28%
22%
34%North
West
East
South
Age
44
General demographicsStudy info
Region
Gender
65 years and older
3%
35 – 44 years
16 – 17 years
18 – 24 years
55 – 64 years
25 – 34 years
45 – 54 years
10%
16% 17%
20%18%
16%
52% 48%
Male
Female
10%
17%
36%
2 people 5 or more1 person 3 people 4 people
32%
5%
Household size
“What is your gender?” Single Pick; “How old are you?”; Single Pick; “How many people – including yourself and all children – permanently live in your household?”; Single Pick; “Where do you currently live?”; Single Pick; Base: n=1,032 all respondentsSources: Statista Global Consumer Survey "Sustainable Consumption 2021"; Survey period February 2021
45
The Statista Global Consumer Survey offers a global perspective on consumption and media usage, covering the offline and online world of the consumer. It is designed to help marketers, planners, and product managers understand consumer behavior and consumer interactions with brands.
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Find out more on www.statista.com/global-consumer-survey
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56countries & territories
11,500+int. brands
1,000,000+interviews
About the Statista Global Consumer Survey 2021
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Authors
Eugenia KirienkoResearch Manager
e.kirienko@statista.com
Lisa Schreiber Junior Research Manager
l.schreiber@statista.com
Eugenia Kirienko studied Economics and Romance Studies at OsnabrückUniversity in Germany.
Before joining Statista, she worked at a market research institutespecializing in quantitative market research in the B2B sector.
As a Research Manager at Statista, she is responsible for internationalconsumer surveys from conception to data processing.
Lisa Schreiber studied Psychology & Management (B.A.) at theInternational School of Management in Frankfurt am Main, Germany andConsumer Psychology & Market Research (M.Sc.) at Harz University,Germany.
Before joining Statista, she worked for Leo Burnett, GfK, and Unilever.
At Statista, she currently supports the creation of internationalconsumer surveys and expert studies.