Consumer Buying Trends for Sustainable Products: Key Insights from Deloitte US

Deloitte’s report, "Unpacking the Sustainability Dilemma: How Consumer Values Become Choices," shows how consumers move step-by-step when they shop for sustainable products, especially in groceries. The report explains why consumers find it hard to match their values with what they buy. It gives brands clear steps to earn trust and boost sustainable buying.

Personal Interest Dominates Purchase Decisions

• Consumers rank personal benefits like taste, value, and quality ahead of sustainability.
• Sustainability becomes strong when linked to health benefits for self and family.
• Price is a key factor and often wins against sustainable claims.
• Coupons and promotions push sustainable choices, but very low prices may raise doubts because buyers do not usually connect cheapness with sustainability.

Defining Sustainability: Consumer Perspectives

• Consumers need clear, specific facts on how products cut environmental harm and help people and communities.
• They use words like these to describe sustainability:
  • “Best option for the environment”
  • “Eco-friendly”
  • “Natural ingredients”
  • “Carbon neutral certified”
  • “Organic”
• Taste, price, and brand look do not usually signal sustainability to them.

The Persistent Say-Do Gap in Sustainable Purchases

• Even with good ideas, a gap stays between what consumers say and what they do.
• Sustainable buying goes up, but only a little and mainly in some kinds of products.
• Health reasons usually drive these purchases instead of care for the environment.
• Price still keeps many from choosing sustainable options.

Price: The Overriding Concern

• Affordability stands as the biggest task for brands that want to sell sustainable products.
• Even well-known brands lose sales when cheaper items are available.
• Brands must mix value and sustainability in their messages to reach buyers.

Trust: A Vital Currency in Sustainability

• Trust helps consumers pay more for sustainable products.
• Brands must show real commitment to sustainability with clear actions.
• Actions that build trust include:
  • Investing in truly sustainable production
  • Sharing clear facts about health, environment, and cost effects
  • Steering clear of greenwashing or mixed messages

Strategic Takeaways for Brands

• Focus on personal benefits like health and value along with care for nature.
• Give clear, specific facts about what you do for sustainability.
• Use promotions with care to beat price worries without cutting the product’s value.
• Build lasting trust and genuine bonds with your customers.

By using these consumer insights, brands can meet the challenges of selling sustainable products. They can bridge the gap between what buyers say and what they do, and help build a greener future.

Source

Deloitte US, Unpacking the Sustainability Dilemma: How Consumer Values Become Choices (in collaboration with the Ad Council)

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.