The NYU Stern Center applied academic rigor to five year’s worth of IRI data across 36 categories representing 40% of the total market in dollars. Analyzing the massive data allowed researchers to validate a fundamental shift in the motivation of shoppers’ purchase behavior and quantify the impact.
Brands and retailers who embrace shoppers’ shift to sustainability marketed products will produce superior financial results, gain competitive advantage and favorably impact society.
CPG Success Strategies
Products with sustainability attributes drove a disproportionate share of CPG growth the past five years and will continue to do so, according to landmark research from the NYU Stern Center for Sustainable Business and IRI. Brands and retailers for the first time ever have research that validates the thesis that sustainable business is good business.
What We Learned
How We Know
Shoppers vote with their wallets and have overwhelmingly responded to products marketed as sustainable.