Ethically-conscious consumers are creating a demand for vegan beauty products

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 29, 2019, 12:24 PM UTC

Vegan cosmetics are those that are produced without using any animal-derived ingredients.

There is a shift in the beauty industry driven by ethically-conscious consumers demanding vegan products. In the UK, vegan beauty product’s sales increased by 38% in 2018. And, 56% of UK consumers are adopting vegan buying behaviours.

Rising awareness is driving consumers to demand beauty products that are not only vegan but also cruelty-free. There has been increased awareness on vanity animal testing causing consumers to turn away from unethical brands. In “best case scenarios”, brands have completely transformed themselves.

Such awareness is impacting purchase behaviours and product development. Brands offering vegan products are now marketing them more clearly by product labelling, signage, or official certification. The article states the need for disruptive innovation in the category to challenge big brands and inspire others.

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