Obstacles to sustainable purchasing
Euromonitor’s report reveals that the top three barriers to sustainable purchasing are higher prices (40%), unclear labelling (27%) and uncertainty about which claims to trust (25%).
Cost remains the most significant obstacle, with many consumers expressing willingness to make sustainable choices but finding premium pricing prohibitive.
This price sensitivity is particularly pronounced amongst younger consumers who are environmentally conscious but face budget constraints.
Retailers are progressively integrating sustainability into their core value proposition, positioning it as a key complementary feature to important purchase drivers – such as quality and performance – rather than an add-on.
This could 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 outlines specific sustainable consumer profiles, with distinct purchasing behaviours and how brands in the health & beauty sector can connect with each type of consumer.
Building trust through transparency
One of the consumer types 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 can see evidence of a product’s impact and fair labour practices.
Euromonitor explains how health and beauty companies can take advantage of this shopping behaviour.
Estée Lauder exemplifies this approach through its 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.
The company collaborates with a diverse network of suppliers, ensuring it strengthens its sourcing practices while being sensitive to local communities.
Nancy Mahon, Chief Sustainability Officer at The Estée Lauder Companies, says: “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.
