Modern consumers are increasingly looking for products that are versatile and have a minimal impact on the environment.
According to Euromonitor International, there is a growing demand for health, performance, and transparency among consumers, which is reshaping the consumer health industry. Sustainable products in this sector have experienced an 8% annual growth in sales value from 2020 to 2023, surpassing non-sustainable alternatives.
Consumers’ interest in product ingredients and manufacturing methods is propelling the sustainability movement across various sectors including beauty, personal care, packaged food, and consumer health. This trend is particularly noticeable in markets like vitamins, dietary supplements, and sports nutrition.
Digital presence and over-the-counter products are flourishing in these categories, with sports nutrition leading the way with double-digit sales growth from 2020 to 2023.
Consumers today desire products that combine health benefits with sustainability, prompting innovations across different product lines. For example, Nestlé’s Garden of Life has expanded its sports nutrition offerings to include products promoting skin health, digestive health, and weight management, all while maintaining certifications for non-GMO ingredients and USDA organic standards.
Despite these advancements, packaging remains a significant challenge. Sustainable packaging currently makes up only 1% of the global market.
Major sustainability claims driving product expansions include terms like “Natural” in over-the-counter products, “Vegetarian” and “Vegan” in sports nutrition, “No-GMO” in vitamins and dietary supplements, and “Vegan” in weight management and wellness products.
Brands are increasingly focusing on transparency and sustainable sourcing, which are among the fastest-growing attributes, helping them stand out and manage complex supply chains globally.
Leaders in the industry are embracing sustainability initiatives, such as Sanofi, which has achieved B Corp certification at four facilities and significantly reduced greenhouse gas emissions at its US plant since 2019 by switching to renewable energy sources.
Even smaller brands are making significant strides; for example, Ancient Nutrition introduced organic Multi Collagen Advanced supplements in 2024, packaged in biodegradable materials.
Furthermore, there is a trend towards cross-industry innovation, as seen with Beauty Kitchen’s launch of vegan and sustainably-sourced anti-aging gummies and serums in 2024. These products are supported by B Corp, vegan, and cruelty-free certifications and come in sustainable aluminum packaging, reflecting current wellness trends.
