British shoppers are increasingly on the lookout for products which are eco-friendly and sustainable, which is why brands and businesses across the country are spending a lot to revamp their ranges and make them more in line with this trend.

This is according to a study from Bazaarvoice which showed that on average organisations are paying out £2 million annually in order to revise the products they sell via safe shopping online and in-store so that sustainability is at the top of the agenda.

It is not just the manufacturing processes which are relevant in this context but also the materials which are used to construct products and the packaging.

88 per cent of British brands said that they had investigated the possibility of switching from non-recyclable packaging materials to alternatives which can be processed in a sustainable way. Unfortunately, just over a third have managed to shift over to entirely recyclable packaging in the wake of these investigations, although increased investment is helping in this respect.

55 per cent of companies questioned explained that the largest obstacle facing them at the moment was the need to live up to customer expectations when it comes to eco-friendliness. This is higher than the demand for sustainability seen in other European countries, which suggests people in the UK are more tuned into the environmental issues which have been raised by campaigners in recent years.

In Germany, product quality is seen as more important than sustainability and eco credentials, while in France there is slightly more focus on making manufacturing greener, although not to the same extent as there is in Britain.

All of this proves that the efforts of environmental activities are working, and as consumer choices are led by the need to shop sustainably, businesses are adapting in response.