US: Puma chooses animal-free leather for KING cleats - Do customers care about cruelty-free products?

Puma is making changes to KING soccer cleats. In 2023, the company will be phasing out the kangaroo leather (K leather) the cleats currently make use of and replace it with “K-Better”, a new non-animal based upper material which will contain 20% recycled nylon microfiber. As per Puma, K-Better is outperforming “the previous KING K-Leather in testing for touch, comfort, and durability.”

Does a product being cruelty-free impact Puma’s customers’ purchase decisions?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - only 20% of Puma’s US customers are motivated to buy from one brand over another if a product is cruelty-free. This is true for 23% of the general US population.

Products that are made with natural or organic ingredients motivate 38% of Puma’s customers and 22% of the general US population to buy from one shop over another.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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