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Growth is expected in the biomaterials market and brand investment will be driven by consumer demand and public image.

This was a key finding of the #WhatBrandsWant survey commissioned by communications and PR agency Sustainability Consult.

The agency has released a report investigating the brand biomaterials relationship, revealing a growing commitment towards renewable materials and alternatives to fossil-based products.

Half of the brands surveyed have set targets for bio-based products. One quarter said bio-based content was one of the selection criteria when choosing a supplier-based on sustainability performance.

Of the brands not currently using bio-based materials, two-thirds intend to incorporate them into future product lines.

Cost is viewed as the main barrier to adoption, followed by performance and availability.

Respondents also cited concerns regarding feedstock, end-of-life options, as well as a lack of consumer understanding.

To remedy these problems, brands are looking to the bio-based industry to provide credible information on product advantages.

Sustainability Consult MD Richard Delahay said the agency had worked closely with companies invested in the bioeconomy since 2011.

"We often hear this industry ask the same question: how can we encourage brands to invest in renewable materials?" he said. 

"Our first-ever stakeholder survey provides clear pointers, highlighting opportunities for action to mainstream bio-based solutions.”

Over a six-month period, Sustainability Consult surveyed more than 6000 participants and analysed responses from over 40 brands.

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