2018 was the Year of the Sustainable Shopper

In New York, market research firm Nielsen has dubbed 2018 the year of the sustainable shopper with almost half of US consumers characterizing themselves as “likely” to change their buying habits based on environmental impact.

Sustainable product sales grew 20% in 2018, to $128.5 million, with $150 billion expected by 2021. Millennials are particularly likely to consider the environmental impact when making purchasing decisions. Considerations include products and packaging that are biobased and/or biodegradable.

“The generational divide in sustainability is fueled by technology. We’ve found that sustainable shoppers in the U.S. are 67% more likely to be digitally engaged, which means they are used to having the products and knowledge they want right at their fingertips,” says Sarah Schmansky, the vice president of Fresh/H&W Growth & Strategy at Nielsen.