By Sophia Busam
So far, the 2024 CPG landscape has seen disruption and innovation when it comes to ‘better-for-you’ products. New SPINS data indicates that the Upcycled Certified™ claim is trending, reflecting shifting consumer priorities and positive synergies with organic labels.1
Consumer Priorities
Shoppers identified their top sustainability priorities to be: (1) reducing waste, (2) renewable energy, and (3) responsible packaging. Mission-driven brands are benefiting from selling sustainable, value-added products that resonate with a values-oriented consumer. Certifications like Upcycled Certified™ are another way to increase visibility for consumers about sustainable food products. The data backs up these claims – there has been a 55% increase in Upcycled Certified™ product sales, increasing from $42M to $65M since 2022. Better yet, Upcycled Certified™ Snack Products have seen 443% growth in sales over the past two years. In short, consumers are purchasing products that align with their values.
Better Together: Upcycled Certified & Organic
Upcycled Certified™, a third-party verified standard created by the Upcycled Food Association and administered by Where Food Comes From is the top label/certification that has seen the highest growth alongside organic products. These synergies indicate that conscious consumers prioritize products with maximum impact when purchasing goods. Industry dynamics also reflect positive growth across the sustainable products market as a whole.
High-impact certifications like Upcycled Certified signal to consumers how their purchasing habits can align with their personal values in reducing food waste.
Looking Ahead
Reducing food waste continues to grow as a priority for shoppers across aisles, alongside sustainability more broadly. Agile CPG companies that respond to these consumer trends by selling more better-for-you products are preparing themselves for long-term viability in the industry. Interested in learning more about developing Upcycled Certified™ qualifying products by incorporating upcycled ingredients into your products? Reach out to our Upcycled Foods Lab here.
