This article is part of a Spotlight EMEA series on how brands can shift the sustainability conversation. Read more
Products marketed as sustainable – which represent nearly one in five products in the US according to Circana’s research with the NYU’s Stern Centre for Sustainable Business – have consistently underperformed the wider FMCG category since mid-2022. This is according to our November 2023 Demand Signals report: FMCG’s Race for Resilience: Unlocking Growth. Previously, such products were either tracking at, or slightly ahead of, the market.
In Italy, France and Germany, prices of conventional products...