4 in 10 shoppers say high costs prevent eco-friendly purchases

Only 15% are willing to pay extra for eco-friendly food and drink.

About 40% of consumers cited high prices as a deterrent to purchasing sustainable products, according to a report by Euromonitor International.

The report said that whilst two-thirds of consumers are concerned about climate change, only 15% are willing to pay extra for eco-friendly food and drink.

This finding comes as part of Euromonitor’s "Eco Logical" trend, one of the company’s five key consumer trends for 2025.

“Spending on sustainable products remains a conscious decision based on personal values but consumers also pay close attention to the key benefits these products deliver," said Inga Klebanskaja, senior research consultant at Euromonitor International.

The report highlighted that 63% of consumers are trying to adopt environmentally friendly habits. However, affordability is still the primary obstacle,

Despite this, trust in eco-friendly labels remains strong, with 52% of consumers in 2024 considering such labels trustworthy.

Klebanskaja emphasised that whilst consumer interest in sustainable products is growing, the price premium for eco-friendly food and drink remains a challenge. Only 15% of respondents would pay more for these products, signaling the need for more affordable options.

The number of sustainable products increased from 4 million in 2022 to 5 million in 2024 across 11 FMCG sectors. the report noted.

Brands with clear sustainability propositions are seeing growth, with those offering tangible eco-friendly benefits growing 1.5% faster than their non-sustainable counterparts. In particular, the beauty and personal care sectors saw over $120 billion in sales from sustainable products in 2023, while pet care items with sustainability claims showed the highest compound annual growth rate (CAGR) from 2020 to 2023.