Green ambitions, golden opportunities
on demand webinar

Green ambitions, golden opportunities: Sustainability in times of instability

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Enabling business growth through AI-backed technology and human expertise

In our free webinar we spoke about sustainability in times of instability across the EU FMCG  landscape. We were also joined by guest speaker Irina Ivanova, Sustainability Lead in the Consumer Goods Business Unit at Essity, who provided a business perspective on the ever-changing situation.

The webinar was based on insights from our latest ‘Who Cares, Who Does’ and our debut ‘Green Gauge: The Shopper Edition’ reports, which are available for purchase today.

If you would like to speak to one of our experts to find out more about the reports, or for any other queries please fill the contact form we will get in touch.


GfK - Lenneke Schils (2)
Lenneke Schils

Global Insights Director, CPS GfK
petra süptitz
Petra Süptitz

Director Marketing & Consumer Intelligence, CPS GfK
Essity - Irina Ivanova square
Irina Ivanova

Sustainability Lead in Consumer Goods Business Unit, Essity


About CPS GfK

GfK is revolutionizing real-time access to critical market knowledge for the consumer products industry. In a world of constant change, powerful consumer trends, and information overload, CPS GfK provides the data, analysis and expertise to guide businesses of all sizes to plan, predict, prepare and profit. We harness world-class analytics and technology helping you boost sales and marketing effectiveness. If you know, you can grow.

About Essity

Essity is a global hygiene and health company dedicated to improving well-being through leading hygiene and health solutions. We develop, produce, market and sell products and services within health and medical, consumer goods and professional hygiene. Sales are conducted in approximately 150 countries under the globally leading brands TENA and Tork, and other strong brands, such as JOBST, Leukoplast, Libero, Libresse, Lotus, Nosotras, Saba, Tempo, Vinda and Zewa

Being aware of behavior changes is now more vital than ever before.

What choices are there to stay? Which are fluctuating trends? Different forces are changing the buying intent of nearly every consumer; however, every consumer acts differently. CPS GfK collects 360 shopper data to help you understand how each segment of buyer personas reacts to these forces. Check out our interactive behavior change hub to find out more on these expected behaviors and many related insights
Go to behavior change hub


  • What is the most impact on sustainable product choice for eco-actives?
    1. Packaging #1 influencer on behavior for eco-actives (above TVC, family, websites etc)
    2. Natural + plastic reduced most premium-worthy
    3. Most frequently bought – locally produced fresh produce; natural personal care; chemical-free home care

  • What categories are seeing the most growth in relation to sustainability?
    1. Established: natural; free from products. Upcoming: carbon reduced/ zero (but still lots of unawareness)
    2. Growth for brands & Private Label -> plant based, vegan sweets (Ger data)

  • As eco-active segment size drops, what others are growing?
    1. We’re seeing a growth of glamour greens (relatively younger group coming on the scene) and a (temporary) growth of considerers (shoppers who care, but with little tangible action)

  • What are the eco-active numbers across Europe?
    1. Eco-actives represent an average of 21% of European shoppers, with the lowest country having less than 10% and the highest at 30%