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Center for Sustainable Business | Sustainable Market Share Index™

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CSB Research

Sustainable Market Share Index™

CSB partnered with Circana (formerly IRI) for its annual analysis of consumer purchasing data for  consumer packaged goods marketed as sustainable.

Sustainable Market Share Index™

The Sustainable Market Share Index is an annual analysis of the latest national purchasing data for consumer packaged good (CPG) products marketed as sustainable. NYU Stern Center for Sustainable Business (CSB) partners with Circana (formerly IRI), who generously donated the purchasing data of products marketed with sustainability attributes in 36 CPG categories (excluding alcohol and tobacco), comprising ~40% of the total CPG market in sales from 2013-2023. CSB uses this data to report on the market share for sustainable products and what factors are contributing to its continued growth. Pioneered by Senior Scholar Randi Kronthal-Sacco, each year's report builds on previous analysis and addresses new research questions based on current trends. Click here to read the full 2023 report, and see below of key findings for this year and previous reports.


The 2023 Sustainable Market Share Index™ finds that products marketed as sustainable are responsible for nearly a third of the growth in consumer packaged goods (CPGs) from 2013 to 2023, and market share growth continues year over year.

Sustainability-marketed products continue to grow despite high inflation.

  • Products marketed as sustainable now hold a 18.5% market share, up +1.2 percentage points versus the prior year despite high 2023 inflation and strong store brand performance. The market share of sustainable products have increased 4.8 percentage points since 2015.
  • Products marketed as sustainable achieved a 5-YR CAGR of 9.9% vs. 6.4% for its conventional counterparts.
  • Sustainability marketed products delivered approximately one-third of all CPG growth, despite representing less than one-fifth of the market share.

*excludes alcohol and tobacco sales

Our annual research definitively shows that sustainable products survived inflation and presents continued opportunities to compete for market share amid the rise of store brands,” said Randi Kronthal-Sacco, Senior Scholar at the NYU Stern Center for Sustainable Business (CSB), who pioneers the research initiative. "We are encouraged to see that consumer purchase is driving the creation and incorporation of sustainability. 2023 saw the highest increase in sustainable market share in any single year since we've begun our annual analysis, largely due to the incorporation of sustainable attributes in new product innovation, and veteran brands adopting sustainability in their legacy products.

Despite the fact that sustainable products are less than one-fifth of the market, they delivered nearly one-third of the CPG market growth (2013-2023).

Chart demonstrating growth of sustainable products at much higher rate than proportional share

Sustainable products enjoy 9.9% 5-year CAGR, significantly higher than conventionally marketed products.

sustainable products have higher CAGR than conventional


Report Graphic

View the Full Research Findings

Questions about the research?

Contact Randi Kronthal-Sacco

Green Chemistry

Leveraging CSB's point of sale consumer purchase analysis in addition to case studies, economic value-add analysis, and prior research, this multi-method study draws findings from the recent and projected growth of green chemistry as a fast-growing investment opportunity.

Research Questions

To conduct the research, CSB analyzed data from across 36 product categories, representing approximately 40% of total CPG sales, excluding tobacco and alcohol. Click on the research questions below for data findings.

Consumer Purchasing Insights From the 2024 Practice Forum

Watch CSB's Randi Kronthal-Sacco present findings from the 2023 Sustainable Market Share Index™, joined by Richard Edelman to discuss findings from a joint research study on the sustainability messages that best resonates with consumers to drive purchase

Sustainable Market Share Index™ Reports

2020 Sustainable Market Share Index™ Report

A follow up to the inaugural research, the 2020 Sustainable Market Share Index™ Report features an update to market share and category analysis, as well as expanded research to identify the following:

  • Have sustainable purchases been impacted by COVID-19?
  • Are green chemistry products outperforming conventional formulations?
  • What is the impact of price on purchases of sustainable products?
  • What is the demographic profile of the sustainable purchaser?
  • How have sustainable products fared in e-commerce?

2021 Sustainable Market Share Index™ Report

The 2021 Sustainable Market Share Index Report revisits all previous research questions with updated 2021 data, and new analysis to answer the following additional questions:

  • How important has sustainability become in new product development?
  • What is the impact of product availability on share?

2022 Sustainable Market Share Index™ Report

The 2022 Sustainable Market Share Index Report provides an update of 2022 data, and new analysis to answer the following additional questions:

  • How has sustainable products fared in the face of inflation?
  • What is the price premium for sustainable products overall and by category?

Publications & Press