Abstract. The FMCG market in the DACH region is undergoing a fundamental shift: sustainability has evolved from a nice-to-have into a key purchasing decision factor. Using Elvital (Garnier/L’Oréal) and Blend-a-med (P&G) as examples, the E-Commerce Institute Cologne examines how established mass-market brands are responding to pressure from consumers, EU regulation and growing online competition – …

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