What does biodegradable actually mean? There are many misconceptions around biodegradability, even among those involved in the development, substantiation and communication of a biodegradable product. This stretches from R&D and regulatory affairs experts to marketeers, all of whom have a different degree of understanding of the term.
Consumers are drawn to products that promise sustainability by minimizing environmental impact. In fact, this influences their purchasing decisions. In France, for example, three out of four consumers report they are changing their daily practices to reduce the impact of their consumption.1
