Euromonitor: The Rise of Sustainable Purchasing Behaviours

In 2025, sustainability remained a key factor in product development and consumer behaviour.

According to Euromonitor, 60% of all new products launched globally in 2025 carried at least one sustainability claim.

The company’s Voice of the Consumer report details the rise in sustainable product labelling, as consumers look for affordable but sustainable purchasing options.

Sustainable consumer behaviour

Euromonitor’s report reveals that the top three obstacles to sustainable purchasing are higher prices (40%), unclear labelling (27%) and uncertainty about which claims to trust (25%).

Retailers are increasingly embedding sustainability into their core value proposition, treating it as a key complementary feature to important purchase drivers – like flavour, quality and performance – rather than an add-on.

This can help to build trust with consumers, by making credible claims and enabling effortless sustainable shopping.

The Voice of the Consumer survey shows that the most trusted product claims in 2025 were recyclable (57%), locally sourced (55%) and natural (54%).

The report also describes specific sustainable consumer profiles, with distinct purchasing behaviours and how brands can connect with each type of consumer.

Value across the supply chain

One of the types of consumer identified by Euromonitor is the Green Spender, which accounts for around 25% of consumers.

These consumers are willing to pay more for products that deliver on quality, performance and purpose, as long as they are able to see evidence of a product’s impact and fair labour practices.

To succeed in this domain, companies should communicate the measurable benefits of their products within the supply chain, with third-party validation, according to Euromonitor.

One company showcasing this method is Estée Lauder, which finds value in building a responsible supply chain.

Its focus on responsible sourcing involves using high-quality ingredients and materials, paying attention to potential impacts on people and the environment.

Estée Lauder collaborates across the value chain with a diverse network of suppliers, ensuring it strengthens its sourcing practices while being sensitive to the local communities in which it operates.

It ensures that these values are communicated to the consumer, whose purchasing behaviour is influenced by the credibility of the claims.

In the company’s 2025 report, Nancy Mahon, Chief Sustainability Officer at The Estée Lauder Companies, said: “Guided by the values of our customers, we are committed to creating meaningful, long-term value as we work toward becoming the world’s most consumer-centric prestige beauty company.

“Despite industry-wide challenges, we continued to progress toward our packaging goals, including our ‘5Rs’, while improving our FSC-certified material usage year-over-year and working to restore and exceed past levels.

“Looking ahead, I am inspired by the opportunities to deepen our impact, contribute meaningfully to the communities we serve and drive long-term, sustainable growth.”

A focus on circularity

The Zero Wasters, making up 25% of consumers, share a drive to reduce waste.

Euromonitor says that many consumers, especially younger generations, expect brands to help them repair, reuse or recycle.

This involves processes like reselling items, repairing products and promoting a circular economy.

According to the report, businesses should make packaging easy to recycle, offer refill packs and support repair or resale.

They should also demonstrate to consumers how circular solutions can save money as well as resources.

L’Oréal is championing circularity in its product design, developing refillable products that can transform the beauty industry.

It offers at-home refills, including pouches, pods and bottles to refill everyday essentials including shampoos, serums and fragrances.

The company also provides in-store refill options, with refill stations and fragrance fountains in select locations, so that consumers can have their original containers cleaned and refilled.

Ezgi Barcenas, Global Chief Corporate Responsibility Officer at L’Oréal, said on LinkedIn: “L’Oréal is taking action to make refills the new norm with our multi-brand campaign to encourage consumers to embrace refills.

“As the global beauty leader, we have an opportunity, as well as a responsibility to create more circular solutions, raise awareness and set a new industry standard – with clear intention and action.”

All sustainability, net zero and sustainable supply chain leaders should attend:

• Sustainability LIVE: The Net Zero Summit - QEII Centre, London, March 4-5
• Sustainability LIVE: The US Summit - Navy Pier, Chicago, April 21-22

Co-located with Procurement & Supply Chain LIVE, these events brings together CSOs, ESG leaders and senior decision-makers at a moment when sustainability, supply chains and commercial performance are increasingly interconnected.

Tickets can be booked online today for The Net Zero Summit and The US Summit. Group discounts available.

‘Natural’ labelling on products

The most prominent consumer type, according to Euromonitor, is the Naturalist.

These consumers – which make up 30% of the global consumer base – look for simplicity and transparency when it comes to product labelling.

The report recommends that companies should use plain claims on their labels, outlining specific benefits in order to build trust and loyalty with consumers through authenticity and clarity.

Unilever has been working on redesigning its packaging for easy recycling, including its Vaseline bottles in North America.

It has deployed a recyclable pump on its Intensive Care lotions, in order to meet its goal of making 100% of its rigid plastic packaging reusable, recyclable or compostable by 2030.

Its Vaseline bottles are clearly marked as recyclable, providing a simple choice for Naturalist consumers.

Kristina Friedman, Head of Sustainability at Unilever North America, says: “Unilever’s long-term ambition is an end to plastic pollution through reduction, circulation and collaboration.

“We continue to implement bold innovations across our brands and markets that help to advance the delivery of our sustainability goals.

“Vaseline designing its pumps for recycling is another step in the right direction.”