Switching to Biobased Products - The Brand Owner Perspective

Area of Science:

• Sustainability and Business Strategy
• Consumer Goods Innovation
• Market Research

Background:

• Brand owners significantly influence consumer adoption of biobased products.
• Understanding brand owner perspectives is crucial for biobased product market penetration.

Purpose of the Study:

• To explore the role of brand owners in supporting the market uptake of biobased products.
• To capture and analyze European brand owners' perspectives on biobased products.

Main Methods:

• Survey and analysis of European brand owner attitudes towards biobased products.
• Identification of key drivers and barriers to biobased product adoption.

Main Results:

• High interest in biobased products: 85% of brands not currently using biobased ingredients/products and 95% not using biobased packaging are interested in future adoption.
• Identified concerns: high cost, functional performance, ease of integration, and supply reliability.
• Regional differences: Cost and customer demand uncertainty are greater concerns in continental Europe; functional performance is a greater concern in Northern Europe.

Conclusions:

• Brand owners are key enablers for mass-market biobased product adoption.
• Addressing concerns regarding cost, performance, and supply chain is vital for increasing uptake.
• Tailoring strategies to regional differences in brand owner concerns can accelerate market penetration.