Category
Lifestyle
Assisted Choices
3.2
Trend score
Trend
What is the Compostable Clean trend?
Compostable Clean: An increasing number of cosmetic wipe manufacturers are now using compostable materials to appeal to consumers that prioritize sustainability and convenience. This highlights the pressure consumers have placed on brands to align with their values towards environmental sustainability.
Insight
The consumer insight behind the Compostable Clean trend
Consumers purchasing habits are becoming increasingly influenced by the impact it can have on the environment. With that in mind, consumers are seeking more sustainable alternatives to products that are part of their daily routines in order to mitigate the guilt they have around purchasing single-use products.
Trend themes
Themes within the Compostable Clean trend
Three behaviours holding the trend together01
Composting Cosmetics
An increasing number of cosmetic wipe manufacturers are now using compostable materials to appeal to consumers that prioritize sustainability and convenience.
02
Natural Ingredients
Personal care brands are incorporating natural and nourishing ingredients into their cleansing wipes, such as kale, carrot extracts, and hyaluronic acid.
03
Eco-Conscious Marketing
Brands are responding to consumer demand for more eco-friendly products, like biodegradable, compostable, and plastic-free facial wipes.
Industry implications
What the Compostable Clean trend means for industry
Where the trend changes the playbookFor
Personal Care
The personal care industry has seen a rise in demand for eco-friendly products and natural ingredients, leading to the development of compostable and nourishing facial wipes.
For
Sustainability
The trend towards compostable and biodegradable facial wipes highlights the importance of sustainability in various industries and encourages businesses to explore eco-friendly options.
For
Packaging
The use of recyclable and biodegradable packaging for facial wipes, like the Natracare Moist Tissues, presents an opportunity for innovation in the packaging industry to align with consumer demand for eco-conscious options.
Workshop question
How has your brand responded to emerging consumer expectations surrounding sustainability?
Trend signals
Trend signals for Compostable Clean
Trend score 3.2 out of 10, from popularity 45%, activity 43%, freshness 8%.
Popularity45%
Activity43%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Compostable Clean trend
5 featured examples from Apr 29, 2016 to Feb 28, 2019CategoryEco
Eco-Conscious Face Wipes
The New Simple Biodegradable Face Wipes are Made from Renewable Fibers
Brands can explore eco-friendly and sustainable solutions for their beauty and personal care products, appealing to a growing demographic of environmentally-conscious consumers.
CategoryEco
Plastic-Free Flushable Wipes
Natracare's Moist Tissues are Compostable and Safe to Flush
The personal care industry can capitalize on the demand for sustainable and natural alternatives to traditional synthetic products, by developing eco-friendly flushable products t…
CategoryLifestyle
Feminine Personal Wipes
SweetSpot Labs Makes 'On-The-Go Wipettes' for Women
SweetSpot Labs' personal wipes offer a disruptive innovation opportunity in the feminine hygiene industry.
CategoryFashion
Kale-Infused Facial Wipes
YES TO's Cleansing Facial Wipes are Touted as "Nutrition-Boosting"
Companies in the beauty industry can capitalize on the evolving consumer preference for natural and plant-based ingredients in skincare products.
CategoryFashion
Ultra-Hydrating Facial Wipes
Derma E's Face Wipes Condition and Moisturize with Hyaluronic Acid
Incorporating Hyaluronic Acid and superfruit extracts into skincare products, and using more eco-friendly packaging materials
