ESG and B Corp branded goods are outperforming those without sustainability accreditations, especially within grocery and FMCG, says new research from NielsenIQ.

The findings, which were unveiled at a joint event from NielsenIQ alongside Gerald Edelman and Joelson, showed the growing influence of ESG certifications among consumer buying behaviours.

B Corp-labelled products demonstrated strong sales success and an ability to attract new shoppers, with sales of bakery products by B Corps growing +160% in the last 24 months compared to just +6% for the bakery category overall. Meanwhile, B Corp producers of breakfast cereals (+70%) and frozen meals (+74%) also recorded significant growth over the same period, compared with single-figure growth for non-B Corp products within these categories.

Separate NielsenIQ insights reveal that sustainability remains a key consideration for UK shoppers, with 32% considering it very important and 36% actively prioritising green grocery products. The study showed that sustainability resonates most with shoppers when it is visible, practical and easy to understand.

Attributes such as recyclable packaging, ethical sourcing and animal welfare emerged as some of the most influential factors in purchase decisions, with 47% of shoppers citing recyclable packaging as important, 42% prioritising cruelty-free claims and 32% valuing ethical sourcing.

While issues like emissions reduction and supply chain improvements do matter, they are less likely to drive behaviour unless communicated clearly and simply at the point of purchase, the study showed.

“UK consumers are clearly telling us that sustainability matters,” said NielsenIQ’s Tom Patton. “Businesses have a real opportunity to turn intent into action making sustainability easy to understand, accessible and credible at the point of purchase.”

“Sustainability is no longer a differentiator on its own,” commented Phil Hails-Smith, Managing Partner of Joelson. “Success lies in aligning purpose with performance, delivering products that meet core consumer expectations on price and quality, while making sustainability benefits clear and credible.”

Price, quality and trust continue to dominate decision-making when it comes grocery purchases, meaning many consumers still struggle to consistently align their sustainability values with buying habits.

But this gap appears to be narrowing; more than 50% of consumers are now willing to switch brands for more sustainable alternatives, suggesting that when sustainability is convenient and credible – rather than costly or too complex – it drives behavioural change.

“Sustainability can influence purchasing decisions when it is clearly understood and relevant,” Carl Lundberg, CEO of Gerald Edelman, concluded.