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<ul><li><keyword id="45009" type="COMPANY" weightage="20" keywordseo="Unilever">Unilever</keyword> is working with global recycling organisations to help ensure that the <keyword id="11282037" type="UNKNOWN" weightage="20" keywordseo="new-tubes">new tubes</keyword> are collected and recycled. </li><li>After four years of development, the recyclable tubes will be available later this year in two of Unilever’s biggest oral care markets: India and France.</li></ul>Unilever’s <keyword id="478832" type="PERSON" weightage="20" keywordseo="oral-care-brands">oral care brands</keyword> including Signal, Pepsodent and Closeup have announced plans to convert their entire global toothpaste portfolio to recyclable tubes by 2025. After four years of development, the recyclable tubes will be available later this year in two of Unilever’s biggest oral care markets: India and France. First launching in France with the company’s leading oral care brand Signal, the new tubes will be rolled out across its biggest range, Integral 8, which represents over a third (35%) of Unilever’s toothpaste portfolio in the country. Traditionally, most toothpaste tubes are made from a combination of plastic and aluminium, which gives the packaging its flexibility but also makes it difficult to recycle. Instead of aluminium, the new tubes will use a material made mostly of High-Density Polyethylene (HDPE), which is one of the most widely recyclable plastics globally. It will also be the thinnest plastic material available on the toothpaste market at 220-microns, which will reduce the amount of plastic needed for each tube. To encourage wider industry change, the innovation will be made available for other companies to adopt. <keyword id="303614" type="PERSON" weightage="20" keywordseo="Samir-Singh">Samir Singh</keyword>, Executive Vice President, Global Skin Cleansing and Oral Care said: “Plastic pollution is undoubtably one of the biggest environmental challenges of our time. We can see its impact on our planet every day, including the billions of toothpaste tubes dumped into landfills every year. That’s why I’m proud of this latest packaging innovation which will see our entire toothpaste portfolio shift to recyclable tubes by 2025. It’s been a long and challenging journey to get to this point, but we hope this transformation will inspire the wider industry to also make the change.” The design has been approved by RecyClass, which sets the recyclability standard for Europe, as well as laboratories in Asia and North America. Meeting these rigorous requirements mean the new tubes can be recycled within standard HDPE recycling streams. <cmsannotation type="cmsannotation" annotationid="Working in partnership to drive innovation" text="Working in partnership to drive innovation">Working in partnership to drive innovation</cmsannotation> Unilever’s oral care brands partnered with multiple global packaging manufacturers including EPL (formerly Essel Propack), Amcor, Huhtamaki and Dai Nippon Indonesia (DNPI). In addition, formulation and flavour experts at Unilever were essential throughout the testing process to ensure the new tubes continued to protect the quality and taste of the product. Babu Cherian, R&amp;D Oral Care Packaging Director at Unilever said: “Recyclable tubes mark a key milestone in our packaging journey and, more significantly, they have the potential to transform the whole oral care industry. Together with our manufacturing partners, we’re making the new design available to any producers interested in adopting the new material, with the ambition to accelerate industry change.” Alan Conner, Vice President - Europe, EPL (formerly Essel Propack) said: “When it comes to making oral care sustainable, it has been challenging to develop a product that is recyclable without adding extra plastic to the tube. EPL is a global market leading supplier of toothpaste tubes and is delighted to support this breakthrough innovation representing a major turning point for the oral care industry and is a key first step in reducing plastic waste, enabling consumers to minimise their impact on the planet. Given the size and scale of Unilever, their commitment to convert 100% of its global toothpaste portfolio by 2025 will unquestionably lead others to take action as well.” To drive further change across the waste management industry, Unilever is working with global recycling organisations to help ensure that the new tubes are collected and recycled. This will be the case in France, where consumers can put the new tubes in their home recycling bin ready to be collected and turned into new products. This is only the start of Unilever’s oral care journey. Brands including Signal also plan to introduce more PCR (post-consumer recycled) plastic into their recyclable tubes by 2022 in France and other European markets. This will significantly reduce the use of virgin plastic and support the move towards a circular economy. More broadly, the innovation contributes to Unilever’s commitment to ensure that 100% of its plastic packaging is designed to be reusable, recyclable or compostable, and its ambition to help collect and process more plastic packaging that it sells.

Unilever will soon introduce recyclable toothpaste tubes in India

<ul><li>It is no secret that consumers have started making their purchase decisions based on brands' sustainability practices and it is a topic that just cannot be ignored anymore.</li><li>However, only a handful of brands in India seem to have cracked the code.</li><li>Kantar’s latest report on sustainability revealed that 68% of consumers surveyed worry brands are involved in social issues just for commercial reasons.</li><li>Paru Minocha, Managing Director, South Asia, Insights Division, Kantar tells us how brands convince their consumers about their true purpose and make a real change.</li><li>She further shares what sustainability means to consumers of today and how brands can navigate their journey.</li></ul>Today's consumers expect brands to have a social and environmental purpose. It is, therefore, becoming increasingly imperative for brands to revisit their company’s purpose, hire more resources to focus on sustainability, look for raw material that doesn’t hurt the environment and burn a hole in consumer’s pockets -- all at the same time. <keyword id="11955519" type="General" weightage="20" keywordseo="Kantars-Asia-Sustainability-Foundational-Study" source="Orion">Kantar’s Asia Sustainability Foundational Study</keyword> revealed that 68% of consumers surveyed worry that brands are involved in social issues just for commercial reasons, which means they expect brands to walk-the-talk, see concrete results in terms of how much they contribute to earth’s ecological footprint and only then make a purchase decision. 77% of them said that they are willing to invest time and money supporting companies that do good. In fact, 66% of consumers said that they have stopped buying products/services that have a negative impact on the environment and society. At the same time, the report also highlighted that India is still a price-sensitive market and while purchasing a product, 84% of the same set of consumers said that they end up prioritising saving money over saving the planet. With this, arises a stark dichotomy between Indian consumers’ ideal preferences and real money-spending habits, which Kantar refers to as ‘The Value-Action Gap.’ We caught up with Paru Minocha, Managing Director, South Asia, Insights Division, Kantar to understand how can brands and consumers close this gap, make a real difference, stop putting the environment on the back-burner, what are some of the hot areas in sustainability today and much more. Excerpts: Q. How do you think consumer behavior has changed after the pandemic? How important is sustainability for them today? The pandemic has precipitated and accelerated a change that was already coming. The realization that taking care of oneself and the family will not be enough to keep everyone safe is quite stark. This gives a new meaning to community and responsible living. It also gave us the time to pause and reflect and the consciousness of sustainability could be stemming from both of these. Kantar’s Shopper Barometer report also showcases that after the first wave of the pandemic, 72% consumers were on the look-out for natural / healthier alternatives of their regular use products. Q. What are some of the areas within sustainability that brands should consider? The first thing that brands need to consider is that consumer expectations and concerns around sustainability are discrete and differ by categories. Therefore, brands need to recognize where to play- which plank or concern to own and drive. Secondly, brands need to be careful and understand that some are hygiene factors and they may not win big if they offer them, but might lose if they don’t. In Kantar’s Sustainability framework, we call these factors- Shields. The other are concerns that are important to consumers and associated with the category, but not yet championed. These are referred to as Swords- which can be used as differentiating planks by the brands. Q. Have brands put sustainability on the back burner due to the pandemic? Considering that consumers are asking for no-touch delivery and minimum contact, which can only be possible with one-time-use packaging. During the pandemic priority for brands was to be available, be safe and keep safe. A lot of good has come out of this churn and sustainability indeed came to the fore-front. A lot of introspection is also happening, both by consumers and brands. While some brands may have paused, many others have activated sustainable behaviors during this time. An example from the food and beverage industry comes to mind- since a consumer could not enjoy coffee at a café and takeaways were essential, some brands like KC Roasters gave 10% off if consumers carried their own mug. Q. It is no secret that consumers have started making their purchase decisions basis a brand's sustainability practices and it cannot be ignored anymore. However, only a handful of brands in India seem to have cracked it. It is now evident in the report considering that 68% worry brands are involved in social issues just for commercial reasons. So, how can brands convince their consumers about their true purpose and make a real change? Brands now have to put sustainability at the heart of their business. This is a non-negotiable. When it is authentic and when it becomes a purpose, consumers will trust you and connect with you better. This gives a brand the power in the consumer relationship. Any halfhearted measures will be seen through and those brands will risk rejection by consumers. Q. Can you share a few examples of Indian brands where they have addressed sustainability successfully? It’s a journey that is just starting across many organizations. It’s not limited to niche brands, but is a movement that will go mass soon. A global example is MAC, that pushes the consumers to adopt recycling by giving a free lipstick on return of 6 empties. In India, Dabur is piloting selling toothpaste without the carton pack to save paper and Colgate has launched a first of its kind recyclable toothpaste tube. Another example is Hindustan Unilever (HUL) piloting an in-store vending model ‘Smart Fill’ at Mumbai’s Reliance Smart Acme Mall. Users are offered INR 30 off on the MRP if they use their own bottle and INR 15 off to those who purchase the Smart Fill bottle. Organic clothing, increasing popularity of electric or hybrid cars all show we are making steps in the right direction. Q. What are some of the things that brands should keep in mind while working on their <keyword id="11955518" type="General" weightage="20" keywordseo="sustainability-roadmap" source="Orion">sustainability roadmap</keyword> to attract more consumers? How can brands close the Value-action gap? Brands need to give consumers a compelling reason to buy. Fundamental marketing principles continue to apply and sustainability in isolation will unlock consumer behaviour change. Brands need to handhold and nudge the consumers along this behavior change. It is important for them to solve for the 3C’s going forward: <ul><li>Cost: and creating desire</li><li>Comfort: and give a clear advantage over current brand</li><li>Convenience: by being present in the moment of truth and making the switch easy</li></ul>

Making sustainable choices that don’t burn a hole in your pocket: Here’s how brands can help close The Value-Action Gap

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Unilever will soon introduce recyclable toothpaste tubes in India

BI India Partner

Making sustainable choices that don’t burn a hole in your pocket: Here’s how brands can help close The Value-Action Gap

Karuna Sharma

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