Brands face hard truths on sustainability

Ananda Roy

Ananda Roy, Senior Vice President & Consumer Goods Industry Advisor at Circana, explains why availability and pricing, rather than demand is constraining growth of sustainable products.

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...

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