"Green" products that promote environmental sustainability are becoming increasingly mainstream in Europe and North America, as are those that in some way lessen the environmental impact of FMCG manufacture, packaging and distribution. Many new mass-market products promote recycling, use recycled packaging materials, less packaging, biodegradable packaging, or materials derived from sustainable sources. More companies are also looking to communicate their ongoing reduction in CO2 emissions and energy-saving initiatives to the consumer via their products.
Mass market brand manufacturers in the household products sector have started introducing green versions of various detergents and cleaners, and retailers are developing environmentally-friendly private label ranges. In addition to the broad categories of organic and natural grocery, other aspects of sustainability feature more prominently in the marketing of food and drink. These include sustainable farming, biodiversity and ecological positioning.
The focus of this review is on new food, drink and household products that are marketed as in some way as helping lessen the impact of FMCG product manufacture and consumption on the environment. Key aspects covered include how marketing reflects environmentally-friendly packaging modifications, moves to reduce carbon emissions, and formulation of (mainly household) products with biodegradable active ingredients.
Provided by GNPD