The U.S. health and wellness marketplace is both big and growing. According to recent estimates, the market expanded to a $2.2 trillion valuation between 2019 and 2023 — and it has shown no signs of slowing down.
While interest in the latest nutraceutical, skincare, activewear, and other health and fitness products continues to rise, another factor drawing consumers to this market is sustainability. Those interested in health often are also invested in preserving the world they want to be healthy in. More than you might expect…
Consumers Want Eco-Friendly Products
According to a recent report from the Supply Side Supplement Journal, sustainable packaging is on everyone’s minds in the nutraceutical industry — including consumers. The report found an example of a 100% compostable, sustainable bottle design ended up costing a manufacturer 8% more to manufacture.
In contrast, when polled, consumers were willing to spend as much as $34 dollars on a $30 multivitamin if they knew it was sustainably packaged. That amounts to more than a 13% increase in revenue on the product.
In other words, the cost of sustainable packaging can more than be made up for in the difference in price that health-conscious, environmentally aware consumers are willing to pay to patronize a sustainable brand.
Incentivizing Sales Through Sustainability
Manufacturing costs aside, sustainable packaging can also be seen as a loss leader. The investment often pays for itself in increased interest and superior brand reputation.
Shorr’s 2025 Sustainable Packaging Consumer Report asked 2,016 American consumers about the topic. The compelling and overwhelming answer? 90% said they were more likely to buy from a brand with sustainable packaging.
Even if it cuts into your profit margin (which is unlikely, based on mark-ups mentioned in the previous section), the odds of winning the PR battle and landing the sale go up when you invest in that eco-friendly sign on your label.
Leveraging Sustainability With the Right Distribution Partner
TruLife Distribution has understood the importance of sustainability in the health and wellness sector for years. We’ve worked with many brands to clarify and leverage their sustainable messaging to help reach consumers and drive sales. If you need help prioritizing this critical part of your business, reach out. Set up a free consultation, and together, we can work to amplify your sustainability messaging and turn it into a core