February/March 2026 housewareslive.net


ECO-FRIENDLY The 2026


sustainability shift


Sustainability is becoming a priority in the sector rather than a marketing add-on. In this article, Rupert Cook, Marketing Director at Gekko Group, explores how eco-friendly products are evolving, which sustainability claims are resonating with retailers and consumers, and where the real opportunities - and challenges - lie.


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ustainability has evolved from a niche selling point aimed at early adopters into a baseline expectation for brands. In 2026, it is no longer a luxury add-on or marketing strategy but a necessity driven by stricter


regulations and changing consumer behaviour. A growing group of “Thrifty Eco” consumers are focusing on long-term value, measuring purchases by cost per use (CPU) rather than upfront price alone. By dividing purchase price by the number of uses, consumers can assess durability and value. As a result, higher-quality products with a higher initial cost can actually reduce overall spending by lasting longer and delivering better long-term value.


Built to Last


The cost-of-living crisis has reshaped consumer behaviour. According to the KPMG UK Consumer Pulse 2026, 58% of UK shoppers believe the economy is worsening, creating a more cautious, value-driven consumer. People are not buying sustainable products purely out of environmental concern; they are buying them because they need products that last. In 2026, the message for brands is clear: don’t just market “green”, market longevity. When budgets are tight, durability becomes the most practical form of sustainability. Products with 10-year warranties or “designed for life” credentials are gaining traction as shoppers return to the traditional ethos of “buy once, buy well.”


The Death of the Vague Claim


Consumer trust in sustainability messaging is low. Research from the 42 Technology Consumer Sustainability Report 2025 found that while 84% of people are trying to live greener lives, only 16% trust brand claims. Regulation is now reinforcing that scepticism. Following the 2025 crackdown on misleading advertising, the Competition and Markets Authority can impose fines of up to 10% of global turnover under the Digital Markets, Competition and Consumers Act. As a result, vague claims like “eco-friendly” are being replaced with measurable, verified standards.


The Cost of Bad Packaging


Sustainability is also becoming a financial requirement. Under Extended Producer Responsibility (EPR) rules, retailers pay higher fees for packaging that is difficult to recycle. Materials such as multi-layer laminates and virgin plastics now carry significant


Digital Product Passports (DPP) A major shift in 2026 is the rollout of Digital Product Passports. Introduced under EU rules and adopted by UK brands to protect trade, these QR codes provide full transparency on sourcing and carbon impact. Popular with Gen Z and Millennials, who prioritise resale value, DPPs support buy-back schemes and multi-owner tracking. This model is set to expand beyond furniture into everyday kitchen products and household essentials.


Case Studies The brands winning in 2026 are replacing vague sustainability claims with measurable engineering achievements and closed-loop manufacturing, where factory waste is recycled back into production. Miele offers a strong example of ESG compliance at the shelf edge, focusing its messaging on precision and waste reduction. Its ovens adjust heat output to use only what is required, while hobs heat only the specific pan area to minimise energy waste. In laundry, honeycomb drum technology helps protect garments so they last longer and stay out of landfill. Dishwashers now use as little as six litres of water and reduce detergent consumption by up to 30%, while advanced refrigeration can extend food shelf life by up to five times, helping tackle food waste. Quality is now central to sustainability. Consumers increasingly expect proof behind environmental claims, often accessible through QR codes. Instead of disposable purchases, buyers are investing in durable products designed to last, lowering cost per use and rewarding brands that prioritise longevity and transparency.


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penalties, encouraging brands to reduce bulky packaging and simplify materials. For consumers, this also reduces the frustration of excessive plastic waste from online deliveries.


ESG at the Shelf Edge Retailers are increasingly highlighting ESG credentials directly at the point of sale. Repairability scores are appearing on price tags for small domestic appliances, helping shoppers identify products designed to last. Brands such as Dualit, which offer spare parts for repairs, are seeing renewed


interest. Being able to replace a £15 heating element rather than a £60 toaster is now seen as both economically and environmentally responsible.


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