2018年-尼尔森亚太地区_Sustainable_Shoppers_Buy_the_Change_They_Wish_to_See_in_the_World_46页_5mb

SUSTAINABLE SHOPPERS: A Strategy Guide by Nielsen

Core Content Summary

This report explores the growing importance of sustainability in consumer behavior and corporate strategy, highlighting how consumers are increasingly demanding environmentally responsible practices from brands. It emphasizes the role of sustainability as a key differentiator in the market and outlines strategies for companies to align with consumer values and global trends.

Main Points

• Consumer Demand for Sustainability:

  • 81% of global consumers believe companies should help improve the environment.
  • Millennials, Gen Z, and Gen X show strong support for sustainability, but even older generations are becoming more aware.
  • In the U.S., only 68% of consumers feel strongly about corporate sustainability, compared to 81% globally.
  • There is a significant generational divide in the U.S. regarding sustainability.

• Sustainability as a Premium Indicator:

  • Consumers are willing to pay more for products with high-quality/safety standards (49%), organic (41%), sustainable materials (38%), and socially responsible claims (30%).
  • Sustainability is often linked to health, convenience, and awareness, especially in the context of "healthy for me and healthy for the world."
  • In the U.S., "paraben-free" and "free-range" claims are growing, while "natural" cosmetics are declining due to unclear definitions.

• Market-Specific Trends:

  • France: Organic products are booming, with private label organic items outperforming branded ones. Organic sales grew significantly, and small brands are leading innovation in this space.
  • U.S.: Sustainability claims are becoming more specific as consumers grow more educated. "Grass-fed" and "free-range" are gaining traction, while "farm-raised" and "farmed seafood" are declining.
  • China: Sustainability is on the rise, with government support and consumer interest in eco-friendly products. Consumers are willing to pay a premium for products with natural ingredients and organic certifications, linking them to health and quality.

Key Insights

• Sustainability is becoming a mainstream expectation across the globe, driven by environmental concerns, government policies, and consumer activism.
• Consumer behavior is evolving with a focus on transparency, ingredient clarity, and ethical production.
• Private label and small brands are playing a significant role in sustainability, especially in France, where they are driving growth in organic products.
• The U.S. market is becoming more discerning, with consumers demanding more specific and credible sustainability claims.
• China’s sustainability efforts are supported by government initiatives and consumer interest, with a clear premium appeal for eco-friendly and health-conscious products.

Sustainability Strategies for Companies

• Align with consumer values: Understand what consumers care about in your market and refine your messaging accordingly.
• Invest in innovation: Develop products that offer unique value propositions and stand out in the sustainability space.
• Integrate sustainability into business models: From packaging to supply chain, embed sustainable practices throughout the product lifecycle.
• Be transparent and authentic: Consumers are looking for clear, credible sustainability claims and are more likely to support brands that are genuine in their efforts.
• Leverage local and ethical sourcing: Highlighting local and sustainable sourcing can resonate with consumers who value authenticity and community impact.

Conclusion

Sustainability is no longer a niche trend but a critical component of business strategy. Companies that understand and adapt to the evolving consumer landscape, particularly in France, the U.S., and China, will be better positioned to capture market share and build lasting relationships with environmentally conscious shoppers.