Health, Sustainability Drive Purchase Decisions For Younger Consumers

More than half of American consumers are more likely to try a new product if the item is marketed as being aligned with a healthier and more sustainable lifestyle, according to a new consumer survey by NCSolutions (NCS).

The survey found that nearly 6 in 10 consumers (59%) recently purchased a new product because of its health benefits. Nearly half (47%) of consumers say they've specifically purchased a food or beverage product in the past 30 days to get more vitamins or nutrients, while 33% buy to improve sleep and 29% to support gut health. More than one in four Americans (27%) purchased a new product because it is good for the environment.

"The movement toward a 'healthier you, healthier Earth' has only accelerated over the past decade, driven by factors such as an aging population, consumers' growing interest in convenience and advances in nutrition," said Alan Miles, CEO, NCSolutions. "There's greater awareness and concern, especially among younger consumers, about their own health and the planet's health. Our findings show consumers continue to factor well-being and sustainability into their purchase decisions."

Younger generations are more likely to consider the effect of their food or beverage product choices on the environment than older generations. For example, 48% of Gen Z shoppers and 44% of millennials consider this effect always or often, compared to 33% of Gen X and 29% of boomers. Younger consumers are also more likely to factor in the effect on the environment when choosing laundry or cleaning products. Fifty-one percent of Gen Z and 41% of millennials consider this effect always or often, compared to 33% of Gen X and 35% of boomers.
Almost half (47%) of consumers say that when they see a brand advertising products they typically buy, they're more likely to keep that brand in mind the next time they shop.

Additionally, if a brand's mission aligns with the consumer's values, 58% say they're very or completely likely to buy that brand's product. When a brand's healthy and sustainable marketing message syncs with a consumer's values and preferences, 42% say it enhances their overall positive brand perception.

However, controversial stands from a brand can also backfire: 28% of Americans prefer to keep controversies out of the shopping cart, while 19% only like it when the brand agrees with their own.

"As preferences evolve, health and sustainability have become non-negotiable social pillars for some consumers," said Dan Malmed, chief revenue officer, NCSolutions. "The NCS consumer sentiment survey results demonstrate that emphasizing healthy and sustainable values highly influences how consumers feel about a brand. By prioritizing these important product attributes, CPG brands can not only meet market demands, but they can also drive long-term growth and be more relevant in an increasingly conscious marketplace."