Germans are saving on sustainable products

„Consumers are becoming increasingly aware of climate change and the importance of sustainability, yet the proportion of people buying sustainable products is declining,” said Egbert Wege, FMCG Industry Partner and Head of Deloitte. According to the report, the proportion of respondents who say they buy sustainable products has fallen from 59% in September 2021 to 45% in September 2023.

„This discrepancy is not least due to the huge increase in the cost of living – which makes shoppers weigh all their purchases carefully. The decision is then often made in favour of cheaper private labels, with many ignoring certain product groups altogether,” he added.

Some respondents found value for money questionable. Around 12% said they had recently decided against buying sustainable products for quality reasons. Even among those who had recently bought sustainable products, around 18% said they had compromised on quality. This was particularly the case for food, drinks, clothing and shoes.

„When sustainability comes at a higher price in times of tight budgets, quality expectations are particularly high, Wege stresses. According to the expert, transparent communication and education can be important for retailers and consumer goods manufacturers to build trust in sustainable products and convince individuals.”

According to the study, 19% of those surveyed who do not buy sustainable products do so out of habit. The income of these households had little influence on the decision for or against sustainability. While around half of those with medium or high incomes have recently bought sustainable products, four in ten of those on a tight budget still buy them.

According to industry experts, price is „the deciding factor – for all income groups”. The example of discounters proves this:

„Recently, they have been able to generate extra sales with organic products and thus escape the general decline in consumption of sustainable products.”

Lebensmittelpraxis