Over half of South Koreans prefer clean-label products

Around three in five said that they will reject products with no positive impact on the environment.

Over 65% of South Koreans have claimed that they would stop buying from brands that are lacking in a sustainable supply chain, a report finds.

According to analytics company GlobalData, local consumers have gradually become aware of the environmental impact of their shopping choices, growing the demand for clean-label products and expecting brands to make their businesses more ecologically friendly.

It also found that 32% of South Korean consumers are prompted by the environmental and ethical impact of any health and beauty product or service, whilst 62% have declared that they will reject a brand that does not fit their values or agenda.

With the awareness of clean-label products becoming a refrain among social media users, environmental organisations and activists, this demand has led brands to analyse evolving consumer behaviours and drive innovations with products in South Korea.

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“Sustainability has become a pivotal influencer of purchase decisions for many Gen X and Gen Z consumers. The combination of sustainable packaging with a clean label will not only drive purchasing choices but also determine customer loyalty to the brand,” Parthasaradhi Reddy, Consumer Lead Analyst at GlobalData, says.

Currently, several South Korean entities have been making the rounds on sustainable innovations. LG Household & Healthcare (LG H&H) has launched its ethically conscious beauty brand, UGLY LOVELY. Starbucks Korea has introduced a new green initiative of cup recycling, with NFTs as a reward for customers. CJ CheilJedang has set distribution over Asia for its upcycled Excycle Basak Chip, a product made from soybean and broken rice.

“Growing environmental concerns among an increasingly eco-conscious population across Asia will drive opportunities for companies focusing on eco-friendly ingredients and green supply chain, allowing them to up the ante on innovations in the clean label space,” Tim Hill, Key Account Director of GlobalData Singapore, stated.