Consumers are willing to pay more for products and services that they know are sustainable – although an anticipated rise in the cost of living and increased anxiety about finances has reduced the average sustainability premium people are willing to pay from 11.7% in June 2021 to 10% now.

of UK consumers say environmentally friendly or sustainably sourced products are a priority for them – but that figure has fallen from 75% who said this was the case in June 2021.

Nearly eight out of ten consumers (78%) say their health, along with that of their families and friends has become more important to them since the start of the pandemic – and the Sustainability Premium is highest for hygiene and health related products and services, with consumers willing to pay 12% more for environmentally friendly health and hygiene products.