Sustainability-marketed products are growing at twice the rate of conventionally marketed alternatives, contributing over 40% of the sector's total growth since 2013, according to research from Circana and New York University Stern Center for Sustainable Business. Despite commanding an average price premium of 27%, they continue to gain traction as consumers increasingly prioritize environmentally conscious options. While leading markets like Germany and the U.K. are capitalizing on sustainability opportunities, the U.S. still holds untapped potential, presenting a critical growth opportunity for brands and retailers. 

Highlights:

• More product categories, such as household cleaners, vitamins, and fresh bread, are seeing notable growth in sustainability-marketed offerings.

• Shoppers are willing to pay for sustainable products aligned with values such as environmental impact and ethical sourcing.

• While most categories sustain a price premium, some food categories exhibit narrower gaps, increasing accessibility.

• European markets showcase advanced adoption of sustainability-marketed products, offering key lessons for U.S. growth strategies.