SIP-ping Sales Data
As we all move towards a sustainable future for our brands and products, it’s important and rewarding to look at statistics indicating that our hard work is paying off. Using internal metrics for sales numbers is important as is looking at numbers provided by studies and surveys. Looking at data across the sustainable landscape shows changing consumer behavior and overarching trends in an array of categories similar to wine. The good news is that sustainable messaging is resonating with consumers across market sects and is slowly becoming an expected norm.
A recent study by IRI (Information Resources, Inc.’s) and the NYU Stern Center for Sustainable Business saw sustainable products thrive during Covid and build steam over the last year:
Products carrying a sustainability claim have continued growing during the COVID-19 pandemic, capturing a 17% market share during the first half of 2020.
Sustainability-marketed products saw a 56% increase in dollar sales during the week ended March 15, 2020, when CPG sales peaked due to pantry stocking.
More than half of consumers said they are buying more or as many organic products as they did prior to COVID-19, and 7 in 10 said they are buying more or as many eco-friendly products.
Sustainability-marketed carbonated beverages saw the most growth, with sales increasing more than 130% between 2015 and 2019, while the overall category grew 10%.
As a SIP Certified member, your sustainable practices are able to be conveyed in a transparent way, and running the risk of greenwashing is nearly impossible. With fall shipments on the horizon and holiday purchases expected, there’s no time like the present to drive home your sustainability efforts across platforms and with marketing collateral in your shipments. Educating consumers empowers them to share your story when they share your wines and that’s sustainable, positive brand growth.