Market intelligence agency Mintel predicts that ‘sub-zero waste’ is the direction the beauty and personal care sector will head towards in 2019 as the zero waste philosophy gains momentum globally.
It says that when approaching zero waste and sustainability, beauty brands need to shift to a whole new paradigm that focuses on every single aspect of the beauty supply chain. Focusing efforts on reducing packaging is no longer enough, says Mintel, adding that there is far greater potential for ‘out-of-the-box’ thinking from manufacturers and brands at each stage of the supply chain.
Whether reducing or eliminating waste altogether, if brands don’t change their approach now, they will become insignificant. Brands that place current profits ahead of making the necessary investment in zero waste and sustainability will not be around in the future
Forecasting that the focus on sustainability will reach new heights over the next five years globally, as environmentally conscious consumers seek to reduce waste in all aspects of their lives, Mintel says that brands that purposely create products with a limited shelf-life or encourage overconsumption run the risk of consumer backlash.
“’Sub-zero waste’ is not just a trend; it’s a movement towards a ground-shaking new archetype for the beauty and personal care industry,” says Andrew McDougall, associate director, Mintel Beauty & Personal Care, in a new thought piece. “Some companies are already discussing completely removing packaging from the equation. Whether reducing or eliminating waste altogether, if brands don’t change their approach now, they will become insignificant. Brands that place current profits ahead of making the necessary investment in zero waste and sustainability will not be around in the future.
“We’re seeing that some indie brands have the upper hand with regard to sustainable beauty as they have built their business practices around ethics and environmentally-friendly practices. Larger brands must adopt new practices in order to catch up with these smaller, more nimble competitors. Consumers today are paying a lot more attention to their impact on the planet and climate change calls are more drastic than ever before. A bigger-picture focus is needed throughout the beauty and personal care industry supply chain for a true zero waste mentality.”
