Eastman's global study gathers the opinions of 150 formulators and 6,000 consumers in six countries, and highlights a gap between expectations and available solutions. It points to tensions over consumer loyalty and expectations of biodegradability in the short term.
The Eastman Group study questioned 150 formulators and 6,000 consumers in six countries. It shows that 85 % of formulators consider sustainability important, while 52 % are satisfied with the options currently available.
Consumer loyalty under pressure
Consumer respondents show limited loyalty: 45 % say they have difficulty finding products that satisfy all their needs. Less than half of global consumers remain loyal to a single brand, and are willing to switch when their expectations are not met.
Biodegradability expected within a few years
Nearly half of formulators - 42 % - anticipate that biodegradability will become commonplace in their region within three to five years, and almost none see it as destined to remain marginal.
The report also points to the influence of regulatory rules such as Regulation (EU) 2023/2055 on ingredient choices and product development worldwide. Eastman also mentions its portfolio of specialty ingredients, citing Esmeri CC1N10 and Kalidex as examples of references designed to reconcile efficacy and environmental impact.
The research combines the analysis of consumer expectations and the viewpoint of formulators to identify a «gap» between market demands, formulation constraints and the availability of suitable multifunctional ingredients.
