One in nearly every $4 is now spent on items that support sustainability in some way. Circana’s research affirms that it is a real purchase driver: close to one-third of U.S. consumers report they seek out and buy from retailers that offer sustainable products. On the flip side, it can be a barrier to growth if a brand or retailer does not share at least some facet of sustainability in its products or business.

Research led by Circana and New York University’s Stern Center for Sustainable Business indicates that items marketed as sustainable currently comprise less than one-quarter of the overall marketplace (23.8%) but the big-picture takeaway for brands and retailers is the pace of growth. Products under the sustainability umbrella contributed more than 40% of market growth between 2013 and 2024.

The growth of sustainable products sold in retail channels is coming from many categories. In the nonfood arena, household items such as floor cleaners, napkins, cups and plates, paper towels, and facial tissue have nabbed more than 20% market share, while in health and beauty, more share is being captured by sustainable soaps, deodorant, and skincare products. Circana’s data reveals that strong categories for sustainable food and beverage products include fresh bread, cookies, coffee, natural cheese, milk, and yogurt, among others.

The expansion across categories mirrors the different attributes of sustainability. Environmental responsibility remains the hallmark of products billed as sustainable, including items made with sustainable materials and sold in eco-friendly packaging. Circana’s research affirms that 98% of consumers link environmental characteristics with sustainability.

Meanwhile, sustainable supply chain and product lifecycle attributes such as ethical sourcing, circularity, and transparency in production methods are likewise evident in better-for-the-planet and better-for-people products sold at retail. On the social side, consumers have demonstrated interest in attributes related to community engagement, inclusivity, and fair labor practices, among other considerations. Although sustainability matters to people in every demographic, younger millennial and Gen Z buyers are slightly more likely to associate sustainability with social and economic impact.

There is some overlap with health and wellness trends, too. For example, as many shoppers gravitate to clean eating, they place importance on ingredient sourcing and transparency.