Research: Sustainability-marketed products delivered more than 50% of CPG market growth since 2013
Research found that sustainability-marketed products delivered 50.1% of market growth from 2013-2018 while representing 16.6% of the CPG market in dollar sales in 2018.
Today more than ever, consumer packaged goods (CPG) companies are responding to changing generational expectations, including offering more sustainable product offerings. IRI, Chicago, and NYU Stern Center for Sustainable Business (CSB), New York, released the findings of a new U.S.-based study and established the Sustainable Share Index, an in-depth analysis of consumer purchases of products marketed for their sustainable attributes.
The Sustainable Share Index research team sought to discover how purchases of sustainable products have changed over time and how these trends might play out among different CPG product categories.
CSB analyzed data from across 36 product categories, representing approximately 40% of total CPG sales, excluding tobacco and alcohol. The research found that sustainability-marketed products delivered 50.1% of market growth from 2013-2018 while representing 16.6% of the CPG market in dollar sales in 2018.
“Across industries, companies are beginning to recognize that sustainable business is good business,” says Tensie Whelan, professor at NYU Stern and founding director of CSB. “Results from this research reinforce the idea that embracing sustainability leads to better business results. We are excited to launch the Sustainable Share Index and look forward to continuing our research in the years to come.”