B Lab’s theme for this year’s B Corp month is “Includability,” an appropriate mantra for a certification that has grown to include organizations of all shapes and sizes over its 20-year history. As increasingly diverse companies continue to commit to the pillars and principles of B Corp Certification, SPINS data is here to explore performance and prevalence across the INFRA membership.
B Corp at INFRA
From a high-level view, the B Corp certification has dipped slightly over the past year at INFRA, with total sales down 2% across the last 12 months. However, the larger Natural Channel has slowly seen sales increase during the same period, with B-Corp-certified sales up 1%. This is also reflected broadly across store departments, where the Natural Channel has seen stronger sales growth than INFRA in most areas of the store. Opportunities still exist for INFRA members to find B-Corp success if they let data guide them.
Refrigerated Refuge
One area of B Corp sales that INFRA has a competitive advantage in is the refrigerated section, with INFRA boasting a 6% growth compared to the Natural Channel’s 5%. This success is primarily driven by egg and dairy alternatives, both with double-digit sales growth over the past year totaling more than $7M in overall sales. Stand-out brand examples include better-for-you dairy products from Good Culture (+45%) and Vital Farms (+33% and growing in this age of egg scarcity).
Opportunities for B-Corp Success
B Corp Certification has attracted a wide range of retailers from across the grocery spectrum, allowing INFRA members opportunities to support its mission across any number of categories. For more wellness-minded retailers, a brand like EO/EveryOne offers plenty of B Corp Body Care options with sales +18% Natural Channel and +3% at INFRA. For the grocery-centric retailers, Purely Elizabeth’s line of granolas and breakfast foods have consistently performed well and are up 27% in the Natural Channel and 18% at INFRA. The blossoming Non-Alcoholic category has options as well, with B Corp certified and category leader Athletic Brewing Company growing 20% across the broader Natural Channel and 4% within INFRA.
Despite macro sales trends at INFRA falling short of expected success, there are still plenty of opportunities for incremental sales gains by embracing B Corp Certified brands. Connect with INFRA’s dedicated Category Management team or explore your SPINS data to find vendor partners that work best for you and your store!