Although there are dollars-and-cents implications for every aspect of a new product, you can’t put a price on absolutely every ingredient. That’s because some brands embrace purpose-driven goals or “social ingredients” that factor into the finished product.
Consider sustainability for example. Innova Market Insights sees this hot-button cause driving sales across categories. In fact, products marketed around sustainability attributes enjoy price premiums and consistently outperform the rest of the market. And although eco-friendly products represent a relatively low percentage of the overall marketplace, they outperform the market.