Price-performance ratio is decisive
Conscious shopping is important to the majority of Austrian consumers. In order to make a contribution themselves, just over half of customers use reusable bags (55%), buy products with natural ingredients or without microplastics (54%) and pay attention to the packaging or opt for reusable packaging or refill options (49% in each case). It is important for 44 per cent to buy products from Austria. In general, regional products are strongly associated with sustainability (69%). Reducing packaging waste and plastic (78%) and environmental and nature conservation in general (74%) lead the ranking. However, price is also particularly relevant when shopping, with almost seven out of ten consumers expecting discount campaigns and favourable prices for environmentally friendly products. BIPA Managing Director Andreas Persigehl knows how important a good price-performance ratio is, especially when it comes to sustainability: ‘Sustainable consumption must not be too expensive, because then we exclude individual population groups who are forced to make price-conscious purchases. With our sustainable BIPA brand bi good, we have therefore focussed on the best quality, high standards and an affordable price right from the start.’ 80 per cent of all bi good products are produced in Austria, yet customers pay up to 75 per cent less than for branded products of comparable quality. The own-brand products are free from synthetic fragrances and colourants, silicones, parabens, mineral oils and hormonally active additives - the majority of the products are also vegan.
Less packaging and better labelling
Apart from the price, respondents would like to see better labelling on product origin (52%) and visible information on recycling packaging (49%) as a measure to promote a sustainable lifestyle. In general, the issue of packaging waste is the most important for respondents when it comes to sustainability. 40 per cent also want products in suitable formats or accessories that enable easy transport on foot or by bike. ‘Since last year, we have had reusable rucksack bags in our shops because we have more and more customers, especially in cities, who do their shopping by bike,’ says Persigehl. In Vienna, more than a third (39%) already state that they always use their bike or public transport to do their drugstore shopping.
A third each want tips on sustainable living (36%) and explanations of product certifications (32%). BIPA has been labelling products in accordance with the Greenpeace guideline for reliable quality seals since 2021 in order to provide customers with guidance in the jungle of quality seals. Andreas Persigehl: ‘There are now so many different quality seals that it is almost impossible for consumers to check which one is really trustworthy. In our shops, we label those products with the green price labels that have reliable quality marks in accordance with the Greenpeace guideline - private labels as well as industrial brands. With the green price label, customers can be sure that they are actually buying a sustainable product.’
Environmental and nature conservation is a matter close to our hearts
When asked about their personal concerns when it comes to sustainability in general, 68 per cent mentioned environmental protection, 66 per cent the protection of animal habitats and animal welfare and 61 per cent the protection of water. The BIPA Managing Director knows that water as a resource also plays a major role in drugstore retail: ‘We have more and more solid products in our range, especially cleaning products and detergents, but also shower gels and shampoos. For our own brands, we are constantly evaluating where we can save water during production and where a solid product delivers the same result.’ To put this into perspective: solid shampoo has up to 90% less water in its formulation compared to liquid shampoo. BIPA wants to actively protect water and, above all, convey the importance of this resource to even the youngest children through experience-orientated projects on the topic of water as a resource and habitat through its cooperation with Austria's nature parks. 50,000 euros will once again be donated this year to the ‘Water full of life’ initiative, in which more than 1,000 children throughout Austria are participating - 30,000 euros of which will go directly to selected kindergarten and school projects.
Sustainability at BIPA: bi good & Too Good To Go
For over 10 years, the sustainable product range of the BIPA brand bi good has been contributing to a sustainable lifestyle for consumers. And with great success: bi good is BIPA's best-known sustainable project. In addition to many other criteria, the brand pays particular attention to packaging, with tubes made from 60% recycled material, folding boxes from over 90% and bottles from 100%. Many of the items also do not require any over-packaging at all, and the cooperation with Too Good to Go, which sells food that is about to expire at a lower price and thus saves it from being thrown away, is equally well-known. The green labels are ranked third in terms of awareness of sustainable initiatives at BIPA.
*About the study
Between 30 August and 13 September 2024, BIPA surveyed around 1,162 people on sustainability in the drugstore retail sector. The results are representative of the Austrian population as a whole.
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