Is sustainability on the agenda?

In WSE countries, climate change is the second most relevant concern, nearly as significant as budget worries. The picture is different in CEE, where budget, health, and safety top the list, and climate change ranks fourth, though it is still a top concern for 29% of CEE shoppers. But what exactly worries them in this respect?

Main sustainability concerns

SK	CZ	PL	RO
1. Climate change 19%	1. Water shortage 20%	1. Climate change 15%	1. Climate change 15%
2. Water shortage 16%	2. Climate change 13%	2. Food waste 14%	2. Water shortage 14%
3. Water pollution 11%	3. Water pollution 12%	3. Water shortage 10%	3. Insecticides 12%
4. Plastic waste 9%	4. Plastic waste 11%	4. Water pollution 10%	4. Food waste 10%
5. Food waste 9%	5. Waste of water 8%	5. Waste of water 10%	5. Food safety 10%

Source: Who Cares? Who Does? Sustainability Fall 2024

In most CEE countries, climate change, water shortage, and – to a lesser extent – water pollution are the biggest ecological concerns. After a dip between 2021 and 2023, climate change regained relevance last year, while water shortage has lost some of its weight. Insecticides, though a lower-level concern, are growing both globally and in CEE countries. Meanwhile, plastic waste, previously a top concern, has taken a backseat.

Health and sustainability concerns are interlinked, especially for health-active Romanian shoppers who worry about insecticides and need reassurance about food safety.

The share of “eco-actives” – shoppers who care and act regarding the environment – does not reach the global average in Czechia, Slovakia, or Romania. The number of eco-actives in CEE is even slightly decreasing, similar to the entire EU region and in contrast to the global trend. This may be influenced by the recent economic downturn, with behavior being more elastic in countries facing higher financial struggles.

Who Cares? Who Does? Sustainability – Get the latest sustainability and eco-shopper insights for FMCG

Need to rebuild trust

Is sustainable behavior only a question of budget, or are there other barriers?

While many shoppers feel responsible for their personal health and take action themselves, sustainability is seen differently: shoppers hold manufacturers and retailers accountable for offering suitable options.

To some extent, retailers deliver on this, especially drugstores, which are popular among CEE eco-actives. However, the online channel stands out in Slovakia, Poland, and the Czech Republic, suggesting shoppers need to explore beyond their usual trails to meet their sustainability needs.

In Romania, 53% of consumers make an effort to act sustainably, but there is frustration: 80% of shoppers are upset about the amount of plastic packaging in their baskets, and 49% try to buy sustainably but struggle to do so.

There is also increasing mistrust towards companies: around two-thirds of shoppers in CEE believe eco claims are just marketing tools, with Romania showing a high of 82%. This growing distrust, paired with the impression of personal efforts that do not generate the desired impact, emphasizes the need for companies to step up, reinforce their efforts, and support shoppers’ aspiration for sustainability.

This calls for credible, sustainable solutions at reasonable prices with tangible benefits. Avoiding food waste could serve as an example, as it ranks high on the list of environmental concerns. Waste avoidance is part of CEE culture and tradition – being able to prepare a meal from leftovers.

Growing distrust in companies

“Companies only care about profits and eco claims are another marketing tool”

Not included in 2022

⬤ 2022 ⬤ 2023 ⬤ 2024

Source: Who Cares? Who Does? Sustainability; % agree