“Zero waste” has become a widely recognised – and widely interpreted – claim in the FMCG landscape. Appearing on everything from toothpaste tablets to pet food pouches, the term evokes a powerful vision: eliminating waste across the product lifecycle. While the ambition resonates with consumers, the application of the claim varies significantly, depending on the type of waste being addressed – and by whom.
Unlike claims such as “organic,” “zero waste” lacks a standard regulatory definition. It can refer to:
- A company’s operations (eg diverting 90% or more of manufacturing waste from landfill through recycling or energy recovery);
- A product’s packaging (eg compostable, recyclable or label-less);
- Consumer behaviour (eg encouraging reduced food waste).
This broad scope allows for flexibility in messaging but also raises questions about credibility and comparability across categories.
Zero Waste in the Market: Concentrated Growth, Varied Strategies
Euromonitor product claims data show that “zero waste” is growing in usage across industries, but that growth is uneven. In several categories, the rise of the claim is driven by a handful of brands with high-volume portfolios. In others, it is barely present at all.
For example, in pet care, brands like Pedigree, Nutro, Friskies and Royal Canin have driven the category’s rise in zero waste claims. Mars Petcare and Nestlé Purina have certified their production facilities as zero waste to landfill, with claims visible on wet dog food packaging. Given how consolidated the industry is, even a few proactive players can move the needle substantially.
By contrast, industries like beauty and personal care, and cooking ingredients and meals may have strong corporate level zero waste commitments (eg Colgate-Palmolive’s TRUE Zero Waste certifications), but relatively low visibility in consumer-facing communications. Often, these certifications are aimed at ESG or investor audiences, limiting their impact on shopper behaviour.
Packaging and Behaviour: Expanding the Claim’s Meaning
Zero waste communication becomes more meaningful to consumers when it goes beyond manufacturing and links directly to packaging innovation or waste-reducing behaviours.
Danone offers a notable example that combines both. Through its partnership with Too Good To Go, brands like Actimel and Light & Free use on-pack messaging such as “Look, Smell, Taste, Don’t Waste” to reduce household food waste. At the same time, Actimel bottles have been redesigned without labels to improve recyclability.
Unilever goes a step further in integrating these elements. Through Hellmann’s, it links factory-level zero waste certifications with large-scale consumer education. Campaigns like “Make Taste Not Waste”, Super Bowl advertisements encouraging leftover use, and app-based redistribution via Too Good To Go show how zero waste can span from production to home. Few brands currently bridge these layers in such a coordinated way.
Where the Gaps Remain
While facility certifications and packaging improvements reflect serious effort, they do not guarantee product-level sustainability – nor do they ensure consumer understanding. Many zero waste claims rely on assumptions about sorting behaviour, local infrastructure or claim interpretation.
One way to assess the disconnect is to compare self-reported behaviour with actual sales. According to Euromonitor’s Voice of the Consumer survey, over 20% of consumers in India, the UAE and Brazil say they have purchased zero waste products; however, per capita sales in these markets remain low – pointing to overreporting, unclear definitions or low repeat engagement.
The growing use of zero waste claims highlights not only rising interest but also the need for greater clarity and consistency. With some categories being pushed forward by a few brand efforts, and others lagging, despite strong ESG investments, a few critical questions emerge:
- Is your brand’s zero waste claim grounded in systemic outcomes, or just operational milestones?
- Do consumers understand what “zero waste” means for your product?
- How can the claim evolve from a marketing signal to a category standard?
Brands that begin answering these questions today can shape the definition and credibility of zero waste for their category tomorrow. As the claim grows, so will scrutiny. Now is the moment to ensure that growth is built on more than good intentions.
Next in our Sustainability Claims Unpacked series: a closer look at “regenerative agriculture” – its rise and its challenges to resonate with consumers. Learn more about our data-driven solutions on our Sustainability page and book a demo here.