5 Insights Every Company Should Know About Conscious Consumers

Posted by Dr. Mandy Hecht on Oct 9, 2019 12:18:43 PM
Dr. Mandy Hecht
Find me on:

 

1. Meeting the needs of conscious consumers increases market success

Conscious consumers know that certain ingredients are not good for their body and the environment. That's why they are specifically looking for products that meet their needs in the best possible way. 

Our example from the "Nut Nougat Cream" category shows that products can reach a level of consumer satisfaction that is doubled if the ingredients meet consumer demands. For example, it is important for conscious consumers that the product does not contain palm oil and that the ingredients are organic. In the case of ‘Nut Nougat Creams,’ consumers pay on average 15%* more than for other foods or cosmetics. When companies identify such a consumer need, they can significantly improve the acceptance of their products by optimizing the ingredients.

*Source: CodeCheck user settings
Product Overall satisfaction Ingredient satisfaction Biological origin satisfaction
Product with palm oil (Nutella) 40% 30% 50%
Product without palm oil (Nudossi) 80% 75% 98%
Source: CodeCheck Insights, ‘Chocolate, Nut, & Milk Cream’ category, based on a time frame of the past 12 months and 2 analyzed products among 1,275 products in the category.

2. Conscious consumers care equally about the environment and their health

Companies have an opportunity to meet the needs of conscious consumers by optimizing the ingredients in the product, the packaging, the sugar content, and respecting biological origin.

That's what conscious consumers care about:

*Source: CodeCheck Insights, analysis across 420 sub-categories (food, cosmetics, beverages and home products) of the past six months.
Ingredients Understandable ingredients list Contains critical additives Contains environmentally harmful ingredients (microplastics, palm oil, nanoparticles)
Packaging Use of plastic Unnecessary double packaging Recyclable packaging
Sugar Alternatives with artificial taste Unnatural sugar alternatives High level of fructose content Added sugar
Biological status CO2 emissions Origin and production method

3. Plant-based products are more readily accepted

The ‘vegan’ label has a significant impact on the level people are satisfied with a product . On average, products bearing the ‘vegan’ label achieve 93% overall consumer satisfaction while products without it barely reach 23%.

*Source: CodeCheck Insights, analysis of the past six months based on 250 products among food, beverages and cosmetics categories.

The trend is clearly ‘plant-based / vegan.’ For both environmental and health reasons, conscious consumers particularly like the vegan alternative, including the following products:

  • - Meat and milk substitutes
  • - Substitution of carbohydrates (keto diet): e.g. vegetable spaghetti, carrot/zucchini fries, cauliflower rice
  • - Recyclable packaging material

4. Quality despite sustainable ingredients

While it is important to conscious consumers that products are good for them and the environment, this should not affect performance. Hygiene products shall keep on providing a good cleansing power, and food should taste good. Conscious consumers want healthy and sustainable products without having to compromise on performance. The low-performance dishwashing detergent achieves around 30 percent less overall consumer satisfaction than the higher-performance product.

Comparison of two organic detergents of different brands:

Product Overall satisfaction Ingredient satisfaction Biological origin satisfaction Performance satisfaction
Product 1 (Ecover dishwashing detergent Lemon & Aloe Vera) 88% 80% 92% 95%
Product 2 (Planet Pure Bio dishwashing detergent) 54% 100% 92% 29%
Source: CodeCheck Insights, dishwashing detergent category of the past six months. Two analyzed products among 103 products within the category.

5. Conscious consumers demand transparency

Complicated lists of ingredients and lack of information on the production method and origin of ingredients lead to a lack of consumer trust. Conscious consumers want to have as much information as possible about the entire supply chain of a product. Thus, products that provide no or incomplete information about the ingredients only receive a satisfaction rating of 32 percent. Companies or products that contain natural ingredients and information about the origin reach up to 92 percent approval of conscious consumers. Once consumers lose confidence in a company, the company’s past reputation will be severely impacted.

Source: CodeCheck Insights, analysis across 420 sub-categories (food, cosmetics, beverages and house products) of the past six months.

Looking for tailor-made insights on conscious consumers for your company?

Then, you may want to try and use CodeCheck Insights, the largest panel for conscious consumers in the German-speaking countries. The CodeCheck app platform is reaching 3.5 million users. Ask users directly and receive informative data and valuable insights into the desires of the discerning and conscious consumers – segmented according to your wishes.
 
Contact us
 
Methodology: All interactions triggered by CodeCheck users are measured. This includes scanning, searching, product page views, comments, voting and rating.

Lead the sustainable revolution

With actionable product insights

Hear the voice of millions of conscious consumers pushing the boundaries of product transparency to adjust your product design for future markets.

Don't miss out on comprehensive and early insights on this future-oriented group:

  • Most popular app of conscious consumers in DACH
  • Largest product database 
  • Business and science expert views on global consumer megatrends 

Subscribe now

Recent Posts