Micro-trend #9: The rise of bulk
The pandemic slowed the growth of bulk shopping in 2020 and 2021, as these areas in supermarkets were closed and consumers opted for solutions such as 'click & collect.
However, at the start of 2020, limiting packaging was the number one resolution of the French.[I].
There is no doubt that this concern will return to the forefront, alongside the preservation of the planet. Especially since by 2030, France should require the provision of a certain quantity of loose products in stores larger than 400 m2: at least 20% of their sales area for consumer products, or a system of equivalent effect expressed in number of references or in proportion to turnover, for the sale of products presented without primary packaging.
The popularity of bulk shopping is being heralded because this method of purchasing allows for a combination of ecology and, above all, savings! Indeed, for 37% of French people, bulk shopping allows them to buy just the right amount they want, while 22% choose it to reduce their packaging waste.[ii]
This shift towards bulk food finds its counterpart in hygiene & cosmetics, with 'refill' solutions. Refilling becomes an experience and no longer just an additional step in the purchasing process.
Another winner of this movement is zero-waste packaging: biodegradable, compostable, plastic-free, and reusable. Thanks to new processes and 'low tech' which keep coming out… to reduce plastic footprint and waste.
The proof in products
- Orêka, the first distributor offering a unique bulk experience, offering concentrated formulas, diluted before your eyes with a wide choice of perfumes, by Centifolia
- Bulk It Hopper! A hopper optimized for bulk sales, by Sitour
- Bulk meter or the reinvention of bulk sales thanks to automated silos with weighing at source, which rethink the shopper & retailer experience, by Smartvrac
- Ze Jeu, a family game to discover tips and best practices for (almost) Zero Waste, by Bioviva Editions
- The Dozette by Cozie
- Multi-function foundation in refillable stick, by Zao
- The very first SPF50 sun spray refill, by Acorelle
- The bag AdyPack, plastic-free, compostable, resealable, for capsules, cosmetic powders and salts and spices and aromatic herbs
- Jut 59 Insulated Bag, by Feel-India
- Eco-friendly insulated bag, by The Greens
- Zero Offer : Upcycling Bag in Box objective program, by Jean Bottle : “We are eliminating the last of the bulk retailer’s waste by collecting BIB bags to give them a second life. We have started the collection phase to close the loop!”
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Micro-trend #10: The success of solids
It is above all a beauty success, which inspires all segments of cosmetics.
In 2020, sales of solid shampoos in supermarkets and hypermarkets exploded, reaching a growth of 422% in value.[iii] After hygiene, these formats are shaking up care and even sun protection.
New gestures, reduced footprints (of plastic, water and carbon), without preservatives (since without water and therefore without bacteria), this new galenic seems to have everything going for it! To the point of also inspiring household products like washing dishes, via a solid loaf, rather than a liquid.
The proof in products
- Organic solid balm that does almost everything, by Beauty Garden
- Sun powder SPF30, by LolyBio
- Velay Green Clay Solid Shampoo, by Cosmetosource
- The Corvette Organic Softness Solid Shampoo, by South soap factory
- Solid makeup remover, by Lamazuna
- Solid Mineral Sunscreen with Moringa Oil, by Like before
- Dermatherm Solid Micellar Jelly, by Gravel Laboratory
- Solid Organic Main Harmonie Verte tableware, by Gravel Laboratory
- My multi-purpose cleaner in tablets, by Anotherway
- Solid eye makeup remover, by Around the Bath
- Solid shampoo with 18 active plants, by The Natural Secret
- Ecocert Aloe Vera Dish Soap by South soap factory
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Micro-trend #11: Upcycling as the new standard
Now 94% of French people say they pay attention to food waste and one in two French people even feel guilty when throwing away a product. Better still, one in two also practices at least 5 anti-waste actions on a daily basis.[iv], which shows that the overhaul of behaviors is underway. New habits are emerging for the whole family, in order to transform the consumerist system into a loop (i.e. Circular Economy), if not virtuous, at least with a reduced impact.
In a world that we would like zero waste, 'upcycling' (or overcycling, a particular recycling practice[v] ) is becoming a cardinal value for brands and individuals, especially the younger generations. In 2020, 31% of young French people (35% of 18-24 year olds and 29% of 25-34 year olds) have already purchased one or more products from upcycling, compared to 23% of French people as a whole.[vi]
The Brands are reinventing their formulas and processes to identify, transform, and recycle our waste. These are real gold mines that most often end up in the trash. Who said that happy sobriety couldn't rhyme with creativity?
The proof in products
- Anti-waste content kit bringing up to date tips and grandmother's recipes to stop throwing anything away, by Save Eat
- Perlucine, white oyster shell shampoo powder, by Between Sea and Land
- Defatted hazelnut flour, to be used as a vegetable protein to enrich your dishes, from co-products of the food industry, by The Demanding Gourmets / Max of Genius
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[I] Nielsen study, 2020, published by Réseau Vrac
[ii] Nielsen study, 2020, published by Réseau Vrac
[iii] https://fr.fashionnetwork.com/news/La-cosmetique-solide-un-marche-qui-prend-du-poids,1265615.html
[iv] OpinionWay-Smartway Study: The French and Food Waste, 2021
[v] Upcycling is a specific product recycling practice whose principle is to recycle a material into a product considered to have more value than the product from which it originally came. https://www.definitions-marketing.com/definition/upcycling/
[vi] Yougov, 2020