In Insight, Trend

Consumers are voting with their dollars, and sustainability is winning. NYU Stern’s Center for Sustainable Business’ Sustainable Share Index contains extensive research into US consumers’ actual purchasing of consumer packaged goods (CPG), using data contributed by IRI. They examined over 36 categories and more than 71,000 SKUs, which accounted for 40% of CPG dollar sales over the five-year period, and this is what they found:

  • 50% of CPG growth from 2013 to 2018 came from sustainability-marketed products
  • Products that had a sustainability claim on-pack accounted for 16.6% of the market in 2018, up from 14.3% in 2013, and delivered nearly $114 billion in sales, up 29% from 2013.
  • Products marketed as sustainable grew 5.6 times faster than those that were not.
  • In more than 90% of the CPG categories, sustainability-marketed products grew faster than their conventional counterparts.

Legacy brands like Unilever are proving doing good is also good for the bottom line, as the company has shown with its “sustainable living” brands, now delivering 70% of its turnover growth.

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