Table of Contents
Introduction and Abbreviations
-
- Introduction
- Definition
- Abbreviations and Terms
- Abbreviations
- Terms
Executive Summary
-
- The green movement is growing
- Habits, desire at odds with green values
- Cultural creatives form green consumer base
- Core use remains low
- Growth of natural and organic foods
- Sharp increase in energy prices makes green options more cost effective
- Global warming concerns grow
- Rise of green home building
- Wal-Mart’s green pledge
- Corporations use environmental commitments to their advantage
- The future of green—new products from old sources
Market Drivers
-
- A snapshot of consumer behavior
-
- Figure 1: Products purchased by respondents, September 2006
- Going green makes money
- A green image is a good image
- Going green saves money
-
- Figure 2: Changes in fuel and electricity prices, indexed, 2000-06
- Taste, health, and the environment: the lure of organics
- Rise in allergies and asthma are pressing concerns
- Better for the environment, but willingness to pay for it still limited
- Poor air quality and sick building syndrome
-
- Figure 3: Ten worst cities in the U.S. for smog and particle pollution, 2005
- Pollution, volatile organic, and other toxins raise concerns
- Global warming concerns grow
- Green is hip
- The fashion world goes green
- The rise of the Cultural Creative, LOHAS, and the environmentally conscious
- Green practices
-
- Figure 4: Incidence of green practices or purchases, enlightened consumers, July/August 2005
- Turning beliefs into action
-
- Figure 5: Incidence of charitable contributions, January-September 2005
-
- Figure 6: Incidence of charitable contributions, by household income, January-September 2005
- The Green Festival
- Local government initiatives drive awareness
- Focus: Chicago
- Focus: San Francisco
- Other cities
Market Perspective
-
- Overview
- LOHAS marketplace
-
- Figure 7: Lifestyles of health and sustainability marketplace, by segment, 2000
- Healthy Products, Healthy Planet (HP2) marketplace
-
- Figure 8: Sales of healthy product, healthy planet marketplace, by segment, 2002-03
Market Trends
-
- Participation in core green segments remains low
-
- Figure 9: Enlightened consumers’ usage of natural & organic foods, 2005
-
- Figure 10: Enlightened consumers’ usage of natural and organic personal care and household products, 2005
- Lack of labelling rules leads to consumer confusion
- Green washing
- “Living green is too expensive”
-
- Figure 11: Opinions about expense of green living, agree summary, August 2006
- Consumers unsure about availability of green products
-
- Figure 12: Opinions about availability of green products, agree summary, August 2006
- Wal-Mart goes green
- Technology spurs innovation and performance
- “If it’s green, it can’t clean”
-
- Figure 13: New laundry product introductions, 2000-06
- New products
-
- Figure 14: Number of green new product introductions, by category and year, 2000-2005
-
- Figure 15: Number of green new product introductions, by category and year, 2000-05
Market Segmentation
-
- Natural and organic foods and personal care
- The progression of green shopping
-
- Figure 16: Adoption pathways of organic food shoppers, 2006
- Sales overview
-
- Figure 17: Sales of natural organic foods and personal care, by product type, 2003 and 2005
- Organic growth suggests trends for other green products
- Household paper and cleaning supplies
- Recycled household paper products
-
- Figure 18: Natural product supermarket retail sales of recycled paper products, at current and constant prices, 2003-05
- Green cleaning product penetration low
-
- Figure 19: Natural products supermarket sales of cleaning products 2003-05
- The link between green eating and green cleaning hasn’t been made
- Green homebuilding
- Green building surges
- Homebuyers need to know why they should buy green
- Consumers willing to pay more for green means higher profits for manufacturers
- Growth of the green home improvement center
- Building green does not have to break budgets
- ENERGY STAR program raises consumer awareness of green appliances
The Consumer
-
- Many shades of green
-
- Figure 20: Frequency of buying green products, August 2006
-
- Figure 21: Green consumer groups as a share of total U.S. population, 2005
-
- Figure 22: Frequency of buying green products, by age, August 2006
-
- Figure 23: Frequency of buying green products, by household income, August 2006
-
- Figure 24: Frequency of buying green products, by race/ethnicity, August 2006
- Awareness of green products
- More than half of respondents have sought out recycled products
-
- Figure 25: Green product labels sought, by green consumer type, August 2006
-
- Figure 26: Green product labels sought, by household income, August 2006
-
- Figure 27: Green product labels sought, by race/ethnicity, August 2006
-
- Figure 28: Green product labels sought, by region, August 2006
- Household paper products lead green product purchases
-
- Figure 29: Awareness and purchase of green products, summary, August 2006
-
- Figure 30: Green products bought, by green consumer type, August 2006
-
- Figure 31: Green products bought, by age, August 2006
-
- Figure 32: Green categories respondents are not aware of, by green consumer type, August 2006
- Green brand awareness
- Green household paper brands
-
- Figure 33: Awareness and purchase of green household paper brands, summary, August 2006
-
- Figure 34: Green household paper brands bought, by green consumer type, August 2006
- Green dishwashing brands
-
- Figure 35: Awareness and purchase of green dishwashing brands, summary, August 2006
-
- Figure 36: Green dishwashing brands bought, by green consumer type, August 2006
- Green laundry detergent brands
-
- Figure 37: Awareness and purchase of green laundry detergent brands, summary, August 2006
-
- Figure 38: Green laundry detergent brands bought, by green consumer type, August 2006
- Green bath/kitchen cleaner brands
-
- Figure 39: Awareness and purchase of green bath/kitchen cleaners, summary, August 2006
-
- Figure 40: Green bath/kitchen cleaners bought, by green consumer type, August 2006
- Recycling
- Newspapers, metal cans and plastic bottles most frequently recycled
-
- Figure 41: Frequency of recycling, by type of product recycled, January-September 2005
- Majority of respondents consider themselves recyclers
-
- Figure 42: Attitudes towards recycling and social responsibility, agree summary, January-September 2005
-
- Figure 43: Attitudes towards recycling and social responsibility, by age, January-September 2005
-
- Figure 44: Attitudes towards recycling and social responsibility, by gender, January-September 2005
-
- Figure 45: Attitudes towards recycling and social responsibility, by race/ethnicity, January-September 2005
-
- Figure 46: Attitudes towards recycling and social responsibility, by household income, January-September 2005
-
- Figure 47: Attitudes towards recycling and social responsibility, by region, January-September 2005
- Attitudes towards green living
- Cost a barrier to buying green
-
- Figure 48: Attitudes towards green living, by green consumer type, August 2006
-
- Figure 49: Attitudes towards green living, by gender, August 2006
-
- Figure 50: Attitudes towards green living, by age, August 2006
- Mean summary
-
- Figure 51: Attitudes towards green living, mean summary, August 2006
Future and Forecast
-
- Future trends
- Education is key
- Consumers explore new automotive options
- Car sharing
- Organic cotton and other sustainable alternatives enter the mainstream
- Determining your carbon footprint
- Green burials
- Beyond Kyoto
- More companies will go green
Appendix: Trade Associations
Appendix: New Product Briefs
-
- Biodegradable
- Product Variants
- Organic and all natural
- Donate to environmental causes
- Additional Product Images
Appendix: Additional Consumer Research
-
-
- Figure 52: Attitudes towards green living, mean summary, by age, August 2006
-
- Figure 53: Attitudes towards green living, mean summary, by household income, August 2006
-
Back to top