April 15, 2025 – Sustainability is now an expectation for consumers in the US and Canada, influencing their purchasing decisions. While consumers support eco-friendly initiatives, actual behavior is determined by price, convenience, and perceived value. Brands are also facing the challenge of demonstrating their commitment to sustainability. Innova Market Insights research looks at consumer insights and trends driving consumers to choose sustainable in the US and Canada
Sustainable Consumer Insights in US and Canada
While consumers in both the US and Canada become increasingly aware of sustainability and its environmental implications, their purchasing decisions still reveal a strong sensitivity to price. When faced with a choice, affordability often takes precedence over sustainability. In the US and Canada, over 30% of consumers say that inflation significantly influences their grocery shopping choices. This suggests that for sustainable products to gain broader acceptance, they must be competitively priced compared to conventional alternatives.
While there is a growing concern for the planet, consumers prioritize immediate, tangible issues that impact their daily lives. Just over 20% of consumers in the US and Canada are swayed by sustainability and environmental factors. Consumers focus more on food waste, which affects their finances and home environment, rather than perceived distant environmental issues. As a result, factors such as food quality, price, and convenience rank higher in their decision-making process than sustainability.
Consumers also express skepticism toward greenwashing and require credible proof of genuine sustainability efforts from brands. They are more likely to respond positively to transparent and verifiable actions, such as third-party certifications, impact labeling, and blockchain tracking.
Sustainability Category Drivers
American and Canadian consumers are increasingly seeking sustainable options in the food and beverage categories, though they encounter several challenges. A primary factor influencing consumer choice is price sensitivity; while many consumers are willing to pay a premium for sustainable products, they expect clear functional benefits such as enhanced quality, durability, or reductions in waste to justify the higher cost.
Convenience plays a significant role as well, with consumers favoring sustainable products that are easily accessible, competitively priced, and straightforward to use. This necessity for accessibility is reflected in consumer behavior: in the US, nearly 30% of consumers prioritize products with less packaging when grocery shopping, while this figure is slightly higher at 33.2% for Canadian consumers.
Sustainable Consumer Trend 1: Ingredients Beyond Clean
Clean label is becoming increasingly important, but consumers are now going beyond simple ingredient lists. They’re looking for ingredients that go beyond being just clean and into sustainable sourcing, ethical production, and health-enhancing benefits.
Consumers are demanding more transparency in sourcing, including information on animal welfare, fair trade, and environmentally friendly practices. Plant-based ingredients are gaining popularity, and consumers are also showing interest in novel ingredients like insects, algae, and fungi.
Sustainable Consumer Trend 2: Climate Adaptation
As climate change awareness grows, consumers are supporting sustainable practices, such as climate-resilient farming and crop cultivation technologies. Brands are innovating to address the impacts of climate change, including developing alternatives to climate-sensitive crops like cocoa and coffee. American and Canadian consumers are also rejecting over-processed products and seeking options that feel closer to nature, fresher, and nutritionally superior.
Sustainable Consumer Trend 3: Rethinking Plants
As the plant-based sector evolves, consumers are demanding products that are less processed, more natural, and offer improved taste and texture. There’s a growing interest in plant-based items that stand alone, mimicking meat or dairy.
The sustainability conversation in food is shifting from reducing impact to actively adapting to climate change. This shift is prompting consumers to prioritize brands that embrace regenerative agriculture, climate-resilient crops, and innovations in carbon neutrality.
Sustainable Product Launches
A growing trend towards sustainability is reflected in recent product launches. Primal Kitchen, for example, is removing inflammatory oils from common condiments and dressings, catering to those who follow paleo and keto diets while maintaining quality ingredients.
Ripple Foods is another notable player, using pea protein to offer high-protein, lower-sugar alternatives to dairy that emphasize both nutrition and texture. Kashi, known for its commitment to climate-smart grains and organic farming, continues to lead in whole grains and cereals, and is strengthening its role in sustainable production through new agricultural partnerships.
What’s Next in Sustainable Food and Beverage Trends in US and Canada
In the US and Canada, there is a growing expectation among consumers for sustainability that goes beyond mere eco-friendly claims. Consumers now demand proof, transparency, and tangible benefits from brands. To meet these expectations, brands need to integrate sustainable choices into everyday shopping experiences, making them effortless for consumers.
The future of sustainable food and beverage options looks promising, with trends pointing toward waste-free packaging and reusable containers, supported by AI-driven portion control. Additionally, the introduction of carbon scores as a standard metric will enable consumers to compare the environmental impact of different products. Regenerative local sourcing is gaining prominence, focusing on restoring ecosystems while strengthening regional supply chains.
Innovative AI-powered shopping tools are expected to help consumers by recommending local, seasonal, and low-waste products, helping to reduce food waste at home. Overall, the emphasis on transparency, accountability, and innovation will continue to grow, ensuring that sustainable choices become increasingly accessible and easier for consumers to make.
This article is based on Innova’s Consumer Report Sustainable Food & Beverage in the US and Canada 2025 report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
