The rise, fall, and rise again of Eco-Active consumers

Kantar, the world's leading marketing insights and analytics company, today released the fifth annual Who Cares? Who Does? study, the largest, global sustainability survey, involving more than 112,000 shoppers, which connects consumers' sustainability attitudes and actions to in-depth shopping behaviour data across all FMCG categories, revealing how brands need to evolve to tap into the ~$500 billion annual sustainable shopping spend.  Who Cares? Who Does? identifies that the ‘Eco-actives’ segment, made up of the most eco-conscious consumers, has rebounded from its 2022 cost of living crisis-related decline. In 2023, sustainability-conscious shopper segment rebounded to represent 22% of shoppers, compared with 18% in 2022 and 22% in 2021. These consumers spend almost $500 billion in the FMCG market each year, with this projected to reach $1 trillion by 2027. That said, 43% of overall respondents say that financial constraints are making it harder for them to act sustainably. This suggests that brands that invest in making sustainable choices affordable will be able to reverse the shift to own label products – a major coping strategy during the cost of living crisis. Currently, sustainably marketed products cost 70% more than the category average price. Tactics that will secure these returning consumers include using non-plastic packaging, locally-sourced and natural ingredients, increasing refill and recycling options, and adopting fairtrade practices.Global Eco-Actives household population share projection Eco-conscious behaviour is now mainstreamWhen it comes to their own behaviour, Who Cares? Who Does? finds that three quarters of people (74%) now bring their own bags when shopping (+3% since 2019), including almost half of people using fabric bags (+12%). Almost two-thirds of consumers now use refillable bottles, while the use of "to-go cups" is closing in on majority status – now at 42% (+6%). “Consumer habits have changed significantly over recent years. It is clear that retailers and brands can shape habits by offering sustainable options and incentives, while governments are increasingly seen as responsible for addressing environmental issues at a systemic level. By aligning actions with eco-conscious consumers' changing needs and desires, brands can win back shoppers who are switching en-masse to white-label goods and contribute to a more sustainable future.” comments study author, Natalie Babbage. ?The price of progress: balancing living costs and environmental valuesThe study also reveals:• The cost-of-living crisis is inadvertently creating more sustainable behaviour in spaces like clothing, where cost is a major driver in the growth of second-hand clothes sales, while food waste is now a major concern for 24% of people globally. Consumers’ tactics to minimise food waste include proper food storage (80%), making meals with leftovers (70%), meal planning (64%), creating shopping lists (62%), and finding alternative uses for foods at risk of spoiling (55%).• Sustainability concepts remain poorly understood among consumers. Only 8% frequently choose carbon-neutral products, citing their own lack of understanding (24%) or availability of such products (27%). However, recyclable packaging is a fundamental expectation, with 72% frequently or occasionally choosing products with 100% recyclable packaging.• The perception that sustainable options are expensive remains the top barrier to sustainable choices, with 60.9% globally citing cost as a hindrance.  Natalie Babbage, Global LinkQ Solution Director, Worldpanel Division, Kantar, continued: “The reality in 2023, is that the media and public discourse play a significant role in driving sustainability engagement. Governments have power in shaping consumer behaviour, with actions that raise all boats, like banning specific products. And while consumers desire better products which have less environmental impact and waste, realistically sustainability is not the primary driver for most decisions at a time when budgets are tight. Brands should view sustainability investment as an avenue to gain trust, and to signify quality, health, and taste.” Download a copy of the Who Cares? Who Does? 2023 study and register to watch the webinar “Eco-insights 2023: what consumers (really) want” on demand at

Kantar fuels growth in the Middle East and Africa

Dubai : Kantar, the world’s leading marketing data and analytics company today announces three senior appointments in support of the next phase of company growth in the Middle East and Africa region.  Ndeye Diagne has been appointed Managing Director, West, East & Central Africa and joins the MEA Leadership team. Inclusion & Diversity champion and award-winning keynote speaker, Ndeye holds an impressive record of client successes and positive impact on brands operating in and outside the region. She is deeply enthusiastic about Africa and its potential and is the founder of Africa Life – Kantar’s most distinctive insights programme about Africa, its trends and people. Ndeye grew her career through a series of critical roles – from Managing Director of Francophone Africa to Managing Director for Nigeria, and, ultimately Managing Director for West Africa in 2021.  Daniel Oseman adds Chief Growth Officer, West, East & Central Africa, to his remit as Managing Director, East Africa. Having led Kantar’s East Africa Insights business for the last three years, Daniel passionately believes in the power of insight to help brands grow. With over 14 years of research experience, Daniel has extensive knowledge of brands’ business challenges in the region, making him an ideal partner to help guide our clients. In his new dual role, he will help deepen Kantar’s data and technology strategy to shape the brands of tomorrow. Astrid Ricketts appointed Sustainable Transformation Practice Lead, Middle East & Africa. Astrid has been integral to the launch of Kantar’s Sustainability Practice in the region, delivering strategic insight and advice to help businesses and brands futureproof through sustainable transformation. Insights from Kantar’s Sustainability Index further help shape solutions to societal and environmental problems facing consumers and businesses today.  “I’m delighted to see our talent grow into roles of increased responsibility. Ndeye, Dan and Astrid are inspiring leaders and well-known industry experts whose success is shaping the brands of tomorrow. Also, they are testimony to our commitment to creating rewarding career paths and meaningful progression within the company. I look forward to working with Ndeye, Dan and Astrid as we pursue growth for the business and the brands we serve,” said Adeola Tejumola, Executive Managing Director for Middle East & Africa.  Kantar’s people are at the heart of its global growth strategy; as the company continues accelerating its innovation journey to become the indispensable brand partner to the world’s top companies.