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The Regeneration RoadmapConsumers Rank Ingredient Transparency Among Most Important Issues For Brands

Study finds large majority of consumers say “ingredient transparency”among top purchase drivers for food, beauty and household products, yet only 57% regularly check the list of ingredients before purchasing 

NEW YORK CITY - 25 April 2013 - A study by The Regeneration Roadmap - a joint project by GlobeScan, SustainAbility, and BBMG - finds that nearly 9 in 10 consumers globally (86%) say "ingredient transparency is extremely important or very important” for companies to address as part of their products, services, or operations, including 88% of consumers in emerging markets and 84% of consumers in developed markets. However, only 57% regularly “check the list of ingredients before purchasing” products, highlighting the gap between interest and action in sustainable consumption.

According to the report – Re:Thinking Consumption: Consumers and the Future of Sustainability – ingredient transparency is also a “very important” or “important” factor in purchase decisions across key categories, such as food and beverage (82%), beauty and personal care (82%), and household products (82%). The study draws from an online survey of 6,224 consumers across Brazil, China, India, Germany, the United Kingdom and the United States.

“Many consumers globally believe they have the right to know what products are made of and they want companies to ensure their products are safe and effective,” said Eric Whan, Sustainability Director at GlobeScan. “However, there’s a gap between interest and action when it comes to actually reading the list of ingredients on product packaging.”

"The overwhelming majority of consumers identifies ingredient transparency as an important consideration in making purchase decisions for food, beauty and household products,” said Raphael Bemporad, co-founder of brand innovation consultancy BBMG. “Across multiple markets and product categories, consumers are expressing interest in what goes in, on and around their bodies.”

Rethinking Consumption Consumers and the Future of Sustainability The Regeneration Roadmap-Click-to-Read

Re:Thinking Consumption Report – Key Findings:

Food and Beverage:
  • Ingredient Transparency: More than 8 in 10 consumers globally say that “ingredient transparency is a very important or important factor” (82%) when shopping for food and beverage products, including 86% of consumers in emerging markets and 78% in developed markets.
  • Non-GMOs: Additionally, nearly two-thirds of consumers seek food and beverage products “made with no genetically modified organisms” (64%) while making purchase decisions, including 78% in emerging markets and 52% in developed markets.
  • Natural Ingredients: Eighty percent of consumers polled from six different countries consider it "very important or important" that their food and beverage purchases are "made with natural ingredients," including 88% of consumers in emerging markets and 72% in developed markets.
Beauty and Personal Care:
  • Ingredient Transparency: More than 8 in 10 consumers globally (82%) say that ingredient transparency is a “very important or important” factor when shopping for beauty and personal care products, including 88% in emerging markets and 76% in developed markets.
  • No Harsh Chemicals or Toxins: Additionally, 87% of consumers say “uses no harsh chemicals or toxins” drives their product purchases in the beauty and personal care category, including 91% in emerging markets and 82% in developed markets.
Household Products:
  • Ingredient Transparency: A total of 82% of consumers seek “ingredient transparency” when purchasing household goods, including 87% in emerging markets and 77% in developed markets.
  • No Harsh Chemicals or Toxins: The majority (85%) of consumers globally consider “made with no harsh chemicals or toxins” to be a very important or important qualification when purchasing household care products, including 89% in emerging markets and 81% in developed markets. 
Box Turners:
  • Checking the List of Ingredients: Nearly 6 in 10 consumers (57%) say they “checked the list of ingredients before purchasing” products either all of the time or most of the time during the last year, including 65% in emerging markets and 49% in developed markets.

Background and Methodology:

Developed by BBMG, GlobeScan and SustainAbility, The Regeneration Consumer Study is an in-depth online survey of consumer attitudes, motivations and behaviors relating to sustainable consumption among 6,224 respondents across six major international markets (Brazil, China, Germany, India, the United Kingdom and the United States) conducted in September and October 2012. Drawn from consumer research panels, global data are comparable to having a margin of error of +/- 1.3 percent. Analysis of country-level data reflects a margin of error of +/- 3.1 percent.

The study is part of the The Regeneration Roadmap, a collaborative and multi-faceted thought leadership initiative designed to engage the private sector in advancing sustainable development by improving sustainability strategy, increasing credibility and delivering results at greater speed and scale.

Presenting Sponsors of The Regeneration Roadmap are BMW Group and SC Johnson. Sponsors include Cisco, DuPont, Interface and Pfizer. The Regeneration Consumer Study is sponsored by Campbell Soup Company, Itau, L’Oréal, Shell and Starbucks.

For more information, and to download a free copy of the study, click here.


For More Information, Please Contact:

Carola Beeney, BBMG: This email address is being protected from spambots. You need JavaScript enabled to view it. , +1 212 473 4902 x201

Robin Miller, GlobeScan: This email address is being protected from spambots. You need JavaScript enabled to view it. , +1 416 962 0707

Geoff Kendall, SustainAbility: This email address is being protected from spambots. You need JavaScript enabled to view it. , +44 (0) 207 269 6900


About The Regeneration Roadmap

The Regeneration Roadmap is a collaborative and multi-faceted initiative by GlobeScan and SustainAbility that aims to provide a roadmap for achieving sustainable development within the next generation, focusing in particular on ways the private sector can improve sustainable development strategy, increase credibility and deliver results at greater speed and scale. The project is presented by BMW Group and SC Johnson and sponsored by DuPont, Cisco, Interface and Pfizer, and supported by many other partners including UNEP, National Geographic and the World Bank.

For more information and a complete list of supporters, visit www.TheRegenerationRoadmap.com 

About GlobeScan

For 25 years, GlobeScan has helped clients measure and build value-generating relationships with their stakeholders. Uniquely placed at the nexus of reputation, brand and sustainability, we partner with clients to build trust, drive engagement and inspire innovation within, around, and beyond their organizations.

For more information, visit www.GlobeScan.com

About SustainAbility

SustainAbility is a think tank and strategic advisory firm working to inspire transformative business leadership on the sustainability agenda. Established in 1987, SustainAbility delivers illuminating foresight and actionable insight on sustainable development trends and issues.

For more information, visit www.SustainAbility.com

About BBMG

Based in New York City, BBMG is a brand and innovation consultancy dedicated to creating disruptive business solutions and delightful brand experiences to help brands achieve business success and positive social impact. By integrating branding with sustainability expertise and innovation protocols, BBMG helps organizations identify growth opportunities, forge new markets, create new brands and drive real culture change. Recent clients include NBCUniversal, MillerCoors, Brown-Forman, Walmart, Samsung, Seventh Generation and Earthbound Farm.

For more information, visit www.BBMG.com 

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