It's the age of the conscious consumer. Shoppers are savvier than ever, considering everything from ingredients to packaging materials and even supply chain sustainability in their purchasing decisions.
Every brand has a story, and when it comes to brands with a social purpose, consumer research suggests they have an edge in the market.
The research found that consumers are now 33% more conscious of buying from brands with a vital social purpose, and 53% are willing to pay more for purpose-led brands. In the grocery market, 14% of consumers are willing to pay a premium of more than 10% and 36% a bonus of up to 10%. It's a similar story in the health and beauty category.
What does this mean for retail shelves? We examine the critical purpose drivers, top sellers and how to satisfy the growing demand for socially conscious brands.
Plastic reduction
Waste is at the front of the mind of consumers. Partly driven by government bans on single-use plastic and greater awareness of plastic's impact on the environment.
Ethique is committed to reducing the 80 million plastic shampoo and conditioner bottles thrown out each year. The plastic-free Solid Bars have saved over 20 million plastic bottles from ending in landfills.
Reusables are another essential category as customers are turning away from single-use plastics, such as straws and drink bottles, opting for eco-friendly alternatives. Ever Eco is well-positioned, with strong brand awareness, in a rapidly shifting market demanding single-use plastic options. The attractive, functional, comprehensive range of responsible reusables includes food and drinkware, home, and personal care. 100% recyclable, non-toxic, and BPA-free, the range is on trend with eco-friendly.
Sustainable sourcing
Consumers care about sustainable sourcing and the end-to-end impact of the ingredients and manufacturing process for the products they purchase.
Natural Evolution is a sustainable sourcing success story. They have found a solution for the tonnes of Lady Finger bananas that supermarkets reject due to their size or shape. This unwanted produce turns into green banana flour, the most naturally resistant starch. This provides the farmers with an alternative income source and minimises food wastage.
Sustainable farming practices are at the heart of The Ginger People brand. They work with small-scale bio-diverse farmers to ensure the crops are rotated to maintain soil quality. They also create jobs and opportunities in the local community and produce superior-quality ginger products.
For CLIF Bar, their commitment to people and the planet runs through the entire business. In addition to being powered by 100% renewable energy, their business practices are climate neutral. They use organic and sustainable ingredients and seek to give back to the planet where the produce grows.
Social impact
1 in 3 consumers shop with values in mind, actively seeking out relatable brands. The stories behind brands matter, mainly when those stories involve social impact and contributing to society.
Alaffia is a social enterprise that continues to give back to the local communities by producing its products. They have funded 5,500+ maternal births, distributed 30,000+ eyeglasses and planted 99,000+ trees in areas impacted by deforestation. They don't measure success in profit but rather in the difference they make in empowering sustainable development in African communities.
Similarly, Yava began as a social venture to provide opportunities to the impoverished cashew farmers of the East Bali region. Through local sourcing and creating more than 400 jobs in the area, Yava continues positively impacting the local community.
100% of profits from Niulife go towards erasing poverty. They go beyond fair trade to reinvest profits in the communities that produce their ingredients. Through this, they empower local villages with everything they need to set up and sustain their thriving local economy.
The power of purpose
How can you grow as a retailer with the trend towards purpose and impact? It starts with stocking brands with values that align with your customers. Consider what matters most to them and stock brands they connect with and feel good about purchasing.
Use shelf wobblers and other in-store merchandising to highlight the impact of the brands on your shelves; share the impact stories and make it easier for your customers to find what they want.
Order online or via our sales team at 1800 787 904. Alternatively, register for a wholesale account here.
It's the age of the conscious consumer. Shoppers are savvier than ever before, considering everything from ingredients to packaging materials and even supply chain sustainability in their purchasing decisions.
Every brand has a story, and when it comes to brands with a social purpose, consumer research suggests they have an edge in the market.
The research found that consumers are now 33% more conscious of buying from brands with a strong social purpose and 53% are willing to pay more for purpose-led brands. In the grocery market, 14% of consumers are willing to pay a premium of more than 10% and 36% a premium of up to 10%. It's a similar story in the health and beauty category.
What does this mean for retail shelves? We examine the key purpose drivers, top sellers and how to satisfy the growing demand for socially conscious brands.
Plastic reduction
Waste is at the front of the mind for consumers. Partly driven by government bans on single-use plastic and greater awareness of plastic's impact on the environment.
Innovative brand PATCH is helping to replace the plastic commonly found in bandages with a bamboo alternative. A certified B-Corp, PATCH uses materials that are kind to the skin and the planet.
Ethique is committed to reducing the 80 million plastic shampoo and conditioner bottles thrown out each year. To date, the plastic-free Solid Bars have saved more than 20 million plastic bottles from ending in landfills.
Reusables are another key category as customers are turning away from single-use plastics, such as straws and drink bottles, opting for eco-friendly alternatives. Porter Green, Ever Eco and Cheeki are the must-have, top-selling brands.
Sustainable sourcing
Consumers care about sustainable sourcing and the end-to-end impact of the ingredients and manufacturing process for the products they purchase.
Natural Evolution is a sustainable sourcing success story. They have found a solution for the tonnes of Lady Finger bananas that are rejected by supermarkets due to their size or shape. This unwanted produce is turned into green banana flour, the highest naturally resistant starch. This provides the farmers with an alternative income source and minimises food wastage.
Sustainable farming practices are at the heart of The Ginger People brand. They work with small-scale bio-diverse farmers to ensure the crops are rotated to maintain soil quality. They also create jobs and opportunities in the local community and produce superior-quality ginger products.
For CLIF Bar, their commitment to people and the planet runs through the entire business. In addition to being powered by 100% renewable energy, their business practices are climate neutral. They use organic and sustainable ingredients and seek to give back to the planet from which the produce grows.
Social impact
1 in 3 consumers shop with values in mind, actively seeking out relatable brands. The stories behind brands matter, particularly when those stories involve social impact and contributing to society.
Alaffia is one such social enterprise that continues to give back to the local communities that produce their products. They have funded 5,500+ maternal births, distributed 30,000+ eyeglasses and planted 99,000+ trees in areas impacted by deforestation. They don't measure success in profit but rather in the difference they make in empowering sustainable development in African communities.
Similarly, East Bali Cashews began as a social venture to provide opportunities to the impoverished cashew farmers of the East Bali region. Through local sourcing and creating more than 400 jobs in the region, East Bali Cashews continues to positively impact the local community.
100% of profits from Niulife go towards erasing poverty. They go beyond fair trade to reinvest profits in the communities that produce their ingredients. Through this, they empower local villages with everything they need to set up and sustain their thriving local economy.
The power of purpose
How can you grow with the trend towards purpose and impact as a retailer? It starts with stocking brands with values that align with your customers. Consider what matters most to them and stock brands they connect with and feel good about purchasing.
You can also use shelf wobblers and other in-store merchandising to highlight the impact of the brands on your shelves. Share the impact stories and make it easier for your customers to find what they're looking for.
At Unique Health Products, we can help you find purpose-driven brands for values-minded customers. You can shop from our online store 24/7 or call our friendly sales team on 1800 787 904. Not yet registered with us? You can do so here.
