Who Are Your Eco-Driven Customers?

70% of sustainability-minded shoppers are more likely to buy from a brand making eco-friendly strides.

May 20, 2022

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CHICAGO—Over one-third (34%) of U.S. households are eco-driven, meaning that they purchase and use products that have been sustainably manufactured, are conscious of the products they purchase and use, and they want to make the Earth a cleaner and better place, according to a new Numerator report.

These 44 million households hold total spending power of $1.3 trillion. Albertsons, Costco, Target and Amazon resonate with eco-driven shoppers across product sectors, but Walmart, Sam’s Club, while dollar stores and convenience retailers need to better reach eco-driven shoppers, according to the report.

“Nearly 70% of eco-driven shoppers and 50% of mainstream consumers are more likely to purchase from a brand making eco-friendly strides; investing in eco-friendly and eco-branded packaging highlighting brand sustainability efforts will drive this loyalty,” wrote Numerator in the report.

Eco-driven consumers skew to the younger and older side—21% are 65+ and 19% are between ages 18 and 34, and they tend to purchase healthy foods. Fifty-six percent of eco-driven consumers purchase fish, 28% purchase pea/bean/vegetable snacks, 26% purchase herbal supplements, 24% plant food and 23% kombucha.

Many consumers claim to have reduced their meat consumption, switched the meat type consumed, or both in the past 2-3 years, according to the report. Over half of shoppers who have not changed their meat consumption say they plan to do so in the future. Eco-driven consumers are 110% more likely to buy fresh meat alternatives, 80% more likely to buy frozen meat alternatives and 43% more likely to buy chicken sausage than the average consumer.

Thirty-four percent of eco-driven consumers would consider buying organic because they consider it better for the environment versus 12% of mainstream consumers.

Eco-drive consumers are 19% less likely to buy cooking bags, 14% less likely to buy meal combos for kids or straw, stirrers and picks, and 13% less likely to buy foam containers than the average consumer.

Thirty-nine percent of eco-driven and 37% of mainstream shoppers believe that reducing product waste is the most important eco-friendly initiative.

More convenience retailers are turning to sustainable packaging to keep food and drinks fresh and warm. Learn more in the NACS Magazine article “Package Deal,” published in the January 2022 issue.