Consumers set to make 2022 the year of the sustainable product

sustainable future for consumers

Half of the UK population (47%) are keen to try more sustainable, free-from products this year, as health and wellbeing is revealed as a top consideration when making buying decisions.

That’s according to new research conducted by Product of the Year, the UK’s biggest survey of product innovation. 

CBD products have been cited as products of interest for 14% of consumers. 

Conducted online by data and insights company Kantar, almost 10,000 British consumers were asked to identify factors that would encourage them to buy a product. 

Two thirds (62%) cited a well-known or reputable brand as a determining factor and over a third (34%) said product innovation was key to their purchasing decisions.

Sustainable products to take centre stage

Interestingly, eco and sustainable factors moved closer to centre stage with consumers naming ethical sourcing, eco-friendly packaging and if products were produced by a brand that supports good causes as important, gaining around 30% of votes.

2022 is clearly going to be the year of sustainable/eco products, with 38% of UK consumers saying they will try more products in this space.

Health and Wellness remains front of mind

As we continue to recover from the effects of the pandemic, it is clear consumers are still conscious of their mental and physical health with wellness and free-from products on the rise. 

It is likely we will see these continue to rise over the coming year – coupled with a spike in eco product usage.

“Working  closely with Kantar to poll buying trends, it’s interesting to see that the consumer mindset remains similar to when we were in the midst of the pandemic – suggesting the lasting effects Covid have on buying habits”, said Helga Slater, MD, Product of the Year

“However, as we see Gen Z making up more than 40% of the global buying population now, it is clear that their values around eco-friendly and sustainable products, as well as more free-from and low alcohol lifestyles will have an effect on the buyer behaviour patterns as we move further into 2022 and beyond.”


One Product Of The Year winner, Richard Clark, Founder and MD of Drynks Unlimited said of the findings: “Our Smashed portfolio of British alcohol-free beers, lagers and ciders attract consumers from a broad range of ages, but in particular we have found that Gen Z’ers are super keen to experiment with smaller more health-conscious alcohol-free brands like ours. 

“We recently launched cans and big mixed packs for BBQ’s and parties, so there was something for everyone. 

“It’s also why after following in-depth consumer research we have relaunched our packaging to be more contemporary, accessible and highlight calorie content which appeals to a younger audience.”


Product Of The Year winner Andy Shovel, Co-Founder of THIS said: ‘As a population, there’s a heightened sense of awareness when it comes to our impact on the planet, animal welfare and personal health. 

“More than ever, brands have a responsibility to give people healthier and more sustainable choices. 

“These are core drivers for us as a business, where ultimately we want to force animals into retirement. 

“I don’t think this trend is limited to younger audiences but we’re definitely seeing our brand over index with Gen Z-ers. 

“They have become a driving force behind creating more impactful products, campaigns and businesses’