As noted in a recent press release, a survey of 22,000 U.S. consumers conducted by Information Resources, Inc. (IRI), Chicago, shows that about half of U.S. consumers consider at least one factor related to sustainability when selecting which consumer packaged goods to purchase, as well as when choosing where to shop for such products. IRI defined one-fifth of the consumers surveyed as “sustainability driven.”
“Sustainability has evolved from a niche segment concern to a major factor influencing purchasing and shopping behavior across a sizable consumer base,” says Andrew Salzman, chief marketing officer, IRI. “Our survey indicates that consumers are focused more and more on the social and environmental impact of their CPG purchases, creating a viable and growing U.S. market for sustainable products and packaging with the potential to mirror well-developed markets in Europe and Japan. U.S. retailers and manufacturers are beginning to respond to that demand.”
Other findings of the survey include:
- Around 30% of consumers look for eco-friendly products and packaging in their brand selection;
- Up to one-quarter of those surveyed consider sustainable designations like “eco-friendly,” “organic” and/or “fair trade” when selecting a shopping destination;
- Nearly 40% of consumers specifically search for organic products.
Although IRI notes that sustainability crosses nearly every consumer age group, Salzman suggests that the folks 55 and older are “the real driving force behind this expansion.”
