Sustainable Consumption 2021 Report

April 2021

Sustainable Consumption 2021 ReportStatista Global Consumer Survey

http://www.statista.com/

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

https://www.statista.com/global-consumer-survey

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

https://de.statista.com/global-consumer-survey?from=%252Fglobal-consumer-survey%252Fsurveys#contentspecial-0

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



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



THE STATUS OF SUSTAINABILITY

6

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


FOOD & BEVERAGES

11

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


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


16 - 29 years 30 - 49 years 50 years and older


BEAUTY & PERSONAL CARE

20

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


46%

Price

Skin compatibility

Odor/scent

Quality

Ingredients

Animal welfare

Brand/manufacturer


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






28%


Better quality

26%


64%

41%

36%

35%

26%

7%

Main reasons against buying sustainable personal care

Not as effective

Too expensive

Other



Often a scam



9%


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)




Spent more money on cosmetics and body care products






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%


No longer bought a certain brand Did not visit a certain store anymore

16 - 29 years 30 - 49 years 50 years and older


FASHION

30

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


Brand/manufacturer


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


35%




Better quality



37%


60%

33%

31%

10%

28%

27%

Main reasons against buying sustainable fashion

Often a scam

Don’t look good


23%


15%

Too expensive





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%



Stopped buying a certain product (e.g., leather, synthetic)

Spent more money on fashion







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%


No longer bought a certain brand Did not visit a certain store anymore

30 - 49 years16 - 29 years 50 years and older


eCOMMERCE

38

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


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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


STUDY INFO

43

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.

▪ Cross-tabulation

▪ Customized target groups

▪ Trend and country comparisons

▪ Data export

Find out more on www.statista.com/global-consumer-survey

50+topics & industries

56countries & territories

11,500+int. brands

1,000,000+interviews

About the Statista Global Consumer Survey 2021

Finance & insuranceMarketing & social media

eCommerce &retail

Internet & devices

Media & digital media

Mobility

Health

Housing & household equipment

Travel

Services & eServices

Characteristics & demographics

Food & nutrition

http://www.statista-content-design.de/

https://www.statista.com/customercloud/global-consumer-survey

http://www.statista.com/global-consumer-survey

www.statista.com

Authors

Eugenia KirienkoResearch Manager

[email protected]

Lisa Schreiber Junior Research Manager

[email protected]

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.



Sustainable Consumption 2021 Report

Documents

Transcript of Sustainable Consumption 2021 Report