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TrendSights Analysis: Cruelty-Free - Addressing animal cruelty concerns through the promotion of high animal welfare standards

TrendSights Analysis: Cruelty-Free - Addressing animal cruelty concerns through the promotion of high animal welfare standards


Growing awareness of social issues driven by consumer education and media coverage is leading to a rise in ethical consumerism. In recognizing the issue of animal cruelty, a portion of these ethical consumers seek to purchase from brands that attain high animal welfare standards. While the definition of cruelty is subjective and wide-ranging, brands are increasingly focusing on the mitigation of animal cruelty across the activities of their supply chains.

Cruelty-Free falls under the Sustainability & Ethics mega-trend. This mega-trend reflects consumers' desire to proactively seek out products and services that help them fulfill both their environmental and social responsibilities. The rise and now omnipresence of internet technology has created an increasingly interconnected modern world, one in which consumers are more aware of the impact that their product choices have on the environment and society in general.Trend drivers

Increased information flow triggers greater consciousness among consumers about ethical consumption. Those that lead vegetarian and vegan lifestyles are also driving this trend, as they aim to mitigate animal cruelty in all areas of their consumption, while cruelty-free initiatives can also be viewed upon as a way of enhancing one's own personal brand.Consumer targets

Consumers who would consider buying products that support the humane treatment of animals are most concentrated in Central and South America, and North America. 50% of women and 40% of men would consider doing this; while consumers aged 18-34 are most welcoming of this concept as compared with other age cohorts.

When targeting the highly committed cruelty-free shopper, brands should ensure that ingredients used within formulations and recipes do not contain animal-derived ingredients, nor are tested on animals. Certifications from respected animal welfare organizations and upholding transparency with regards to supply chain operations will be valued by the majority of ethical shoppers. Voluntary cruelty-free initiatives (i.e. audits conducted internally rather a third-party organization) are also appreciated by consumers and create opportunities for brands to implement.

The report TrendSights Analysis: Cruelty-Free covers as part of our TrendSights series of Consumer Insight studies. The analysis covers what the trend is, why it is important, who is most influenced by it and how brands and manufacturers can capitalize. The research concludes by identifying where the trend is heading next and how long it will last.

Companies mentioned in this report: Impossible Foods, Whole Foods, SC Johnson, S&W, Trader Joe's, Spoilt Pig, Dee's, Jackfruit Company, Quorn, Flora, Veggifood, Asahico, 137 degrees, Organic Valley, Detox Delight, Baileys, Oberbergen, Baden Spatburgunder, Chantecaille, Tarte Cosmetics, Mihri Istanbul, Astonish, Earth's Choice, McAdams, Emulate Inc.


  • Over two thirds of consumers find living an ethical and sustainable lifestyle important or very important in creating a feeling of wellbeing or wellness.
  • Over a third of consumers who think that living an ethical or sustainable lifestyle is important in creating a feeling of wellbeing or wellness, say that they would consider buying products that support the humane treatment of animals.
  • Over a third of consumers look for on-pack ethical/sustainability logos most of the time or all of the time.
Reasons to buy
  • Gain insight into the different routes through by which products can align with the Cruelty-Free trend including examples of best-in-class innovation.
  • Compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are.
  • Identify the innovation implications of the Cruelty-Free trend for your sector.

  • Executive Summary
    • Content to help you learn from the past, understand the present, and see the future
    • Addressing animal cruelty concerns through the promotion of high animal welfare standards
  • Cruelty-Free
    • Cruelty-Free is one of the 63 trends in GlobalData's TrendSights framework
    • Cruelty-Free is part of GlobalData's Sustainability & Ethics mega-trend
    • As ethical consumerism becomes more mainstream, cruelty-free credentials are increasingly important
    • Addressing animal cruelty concerns through the promotion of high animal welfare standards
    • Cruelty-Free is interlinked with many other TrendSights trends
    • Which sectors is this trend most important to?
    • Animal cruelty is a major cause for concern worldwide, prompting the emergence of alternative farming practices
    • Brands can engage with the cruelty-free trend through foregoing the process of animal testing, or using alternative methods
    • Focus on: food
    • Focus on: non-alcoholic and alcoholic drinks
    • Focus on: personal care
    • Focus on: household care
    • Focus on: pet care and tobacco
    • The trend is shaped by a number of drivers and inhibitors
    • The proliferation of smartphones and tablets means that consumers can shop for cruelty-free brands and products even when on the go
    • Cruelty-free shoppers by motivation and level of commitment to the philosophy
    • Consumers with cruelty-free values are most likely to be young European women
    • Cruelty-free consumers are fairly equally distributed among age cohorts
    • Examples we like: food - humanely raising animals before slaughter
    • Examples we like: food - faux meats/meat alternatives
    • Case study: Impossible Foods
    • Examples we like: food - plant-based alternatives
    • Examples we like: non- alcoholic drinks - dairy alternatives, organic standards, and vegan credentials
    • Examples we like: alcoholic drinks- non-dairy alternatives and cruelty-free filtration processes
    • Examples we like: personal care - cruelty-free, vegan, and halal credentials
    • Examples we like: household care and pet care - cruelty-free and free-range credentials
    • Suggested innovation implications
    • Growth prospects for the Cruelty-Free trend
    • Future opportunities to align with the Cruelty-Free trend
  • Appendix

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