Finding The Green In Today’s Shoppers: Sustainability Trends And New Shopper Insights
Research sponsored by the Grocery Manufacturers Association found that environmental considerations are frequently on consumer minds, though the frequency of actual purchases is much lower. Environmental considerations are a decisive factor for consumers when considering two equal brands, and they also serve to promote product switching.
- 54% of shoppers say they actively consider environmental sustainability characteristics in their buying decisions.
- 22% of consumers bought green products on their shopping trips.
- 95% of shoppers are open to considering green products.
- 67% of shoppers looked for green products on their current shopping trip; 47% actually found them, and 22% actually made a green purchase.
- Green shoppers are diverse demographically, though on average they tend to be older and have higher incomes and levels of education.
- Green shoppers are a high value segment who buy more products per trip and visit stores more regularly.
- Green shoppers are less price sensitive than the average shopper.
- Green shoppers do not always understand the social and environmental benefits and they can be influenced at the point of purchase with in-store information.