Consumer interest in waterless, solid driven by environmental, packing, money concerns, says Mintel
Water scarcity and desire for products with eco-ethical claims are driving forces behind consumer interest in waterless formulas.
According to Global Senior Analyst in Beauty and Personal Care at Mintel Anna Keller, 20% of adults in the US list sustainability as one of the top three important areas for a company to support. Additionally, 71% of consumers said they’re interested in soap, bath and shower products which would help save water.
Keller said consumer efforts to reduce their water usage, driven by global issues with water scarcity and social movements around the climate crisis, have pushed consumers to consider and decrease their own environmental impacts.
“This sentiment has grown, and in 2019, 30% of adult consumers said that they were trying to use less water when showering and/or bathing, and in 2020, 52% said that they are trying to take shorter showers to help conserve water,” Keller said.