Sustainable Cosmetics Still Hard to Find for Austrians

In Austria, individuals reportedly spend an average of half an hour to one hour daily in the bathroom for skincare and body care routines. A survey commissioned by the industry platform Kosmetik transparent highlights that sustainability is becoming an increasingly important factor for consumers. However, nearly two-thirds of respondents find it challenging to locate suitable sustainable cosmetic products.

The online survey, conducted by Marketagent with over 1,000 participants and supplemented by AI-supported in-depth interviews with 310 individuals, reveals that more than half (55.1 percent) of respondents consider their lifestyles to be sustainable. Additionally, 58 percent are more concerned about sustainability today than they were a few years ago. Yet, when it comes to purchasing skincare and body care items, consumers often face obstacles.

Despite 75.8 percent of participants believing that every small effort counts towards environmental protection, only 36.3 percent find it easy to choose sustainable products. Price (72.7 percent), compatibility (72.5 percent), and fragrance (70.9 percent) remain significant factors influencing purchasing decisions, with sustainability only accounting for 40 percent of their choices. Furthermore, 60.7 percent of respondents prefer to stick with their familiar products and brands.

Interestingly, 41.7 percent of participants have reportedly paid more for sustainable care products, while 28.2 percent have deliberately avoided items with non-sustainable packaging. The survey indicates a high demand for eco-friendly alternatives, particularly in body care (31.9 percent), hygiene (31.6 percent), and hair care (26.4 percent). However, for 52.2 percent, price remains the primary barrier to purchasing more sustainable products.

Consumers are open to sustainable solutions but simultaneously expect companies to provide more environmentally friendly alternatives (73.9 percent). There is a clear demand for greater transparency and guidance regarding packaging and ingredients. According to Andrea Schneider, spokesperson for Kosmetik transparent, this presents a significant opportunity for the cosmetics industry to enhance sustainable innovations and communication.

In terms of resource management, 70.9 percent of respondents find it easier to be frugal with products like shower gel and toothpaste than to shop sustainably. Additionally, 65 percent of participants engage in energy-saving practices in the bathroom, such as reducing the use of heaters, hair dryers, and hot water.

When asked about their daily skincare and body care time commitment, the median response was 30 minutes. Approximately 29 percent of respondents spend up to half an hour, 9.1 percent up to 45 minutes, and 21.7 percent dedicate up to an hour. Meanwhile, 8.4 percent invest up to 90 minutes, while 4 percent spend even longer. On the faster side, 9.8 percent require no more than 20 minutes, and 8.9 percent take up to a quarter of an hour, with an equal number managing their routines in ten minutes or less.

On average, participants use nearly 27 skincare products, with men averaging around 17 and women over 36. Sustainability encompasses the careful use of resources; it aims to meet present needs without compromising the ability of future generations to meet their own.