3-CO Deliverable D1.1 Selection of bio-based value chains

The main goal of the 3-CO project is to support consumers in making more sustainable purchasing choices by
providing a supportive framework for Label and Certification Schemes on Business-to-Consumers
communication for industrial bio-based products. The scope of this report is the selection of ten bio-based value
chains based on a number of selection criteria, including current and future market size, their contribution to the
bioeconomy, and their potential environmental and social impacts. The selected value chains remain the focus
of several 3-CO activities, such as the assessment of Labels and Certification Schemes (LCS), research on
impacting consumer behaviour, and developing smart solutions to support sustainable consumption.

Development of selection criteria
Selection criteria were developed in four steps. The starting point was an initial list of possible selection criteria
provided in the project DoA. In their online meeting on 10 February 2023, all project partners listed additional
potential selection criteria, offering further inputs in the following weeks. At an interactive workshop during the
3-CO kick-off meeting on 10 March 2023, partners’ online voting ranked this long list of selection criteria. Their
“liking” could provide and promote further selection criteria during the vote.
Based on this input, BTG, as the responsible partner, prepared a final set of scoring criteria consisting of the
following:
- The current and future market potential of the sustainable bio-based product;
- Environmental and social benefits of the bio-based product compared to the standard (fossil or
unsustainable bio-based) alternative;
- Consumer purchase frequency and costs;
- Consumer recognisability and appeal.

The first two criteria above: market potential and environmental and social benefits, establish the market-related
impacts of consumers switching to sustainable bio-based products. The last two criteria, purchase frequency,
costs, and recognizability, broadly signify the consumer demand and preference and are the target of the 3-CO
project research, i.e. , i.e. on consumer behaviour towards sustainable products and development of smart
solutions to support sustainable solutions.
Further criteria were introduced to assess consumer utility or the satisfaction consumers receive from using a
product. BTG first prepared a list of rooms that may appear in a typical European household to indicate a
product’s function. For assessment of the time span of the consumer utility, the products were next categorized
as “consumables” or “durables.” Thirdly, the 40 shortlisted bio-based products were categorized by the “product
feedstock,” or their primary production material, to establish the utilities within the diversity of bio-based
products in the market.


Selection of 10 bio-based value chains
The ten bio-based value chains were selected in a stepwise process. First, a long list of potential value chains was
established using “Combined Nomenclature,
” a classification of goods that European customs use to determine
import duties. This selection resulted in a list of 86 bio-based consumer products.
After an early screening of this list, considering the product categories described in the project DoA, a shortlist
of 23 bio-based products was established. During the 3-CO kick-off meeting in Helsinki on 10 March 2023 in a
workshop dedicated to selecting the bio-based value chains, the participating consortium members could score
the initial list of products, suggest new ones anonymously, and vote the new suggestions with “likes.
The participants added 17 products to the initial shortlist, increasing its length to 40.

The final selection was made by BTG expert scoring and sorting, using the selection criteria and sub-criteria.
Finally, the scoring was compared with the recorded preferences of the Helsinki 10 March workshop participants.
The finally selected bio-based products are:
1. Baby clothing
2. T-Shirts
3. Shampoo
4. Wooden houses (Cross Laminated Timber or wooden frame houses)
5. Furniture
6. Cosmetics (make-up, etc.)
7. Biodegradable plant pots
8. Bio-based plastic toys
9. Bio-based PET/PEF bottles
10. Mattresses.

The level of specification of the selected bio-based products is expected to be suitable for further assessment of
LCSs. 3-CO partners may need to further specify the products for the purpose of consumer research and
development of smart solutions, e.g. selecting a specific piece of furniture or a specific bio-based toy.