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Green Living - US - February 2010

Before the beginning of the recession, the “green” marketplace was one of the fastest growing sectors of the US economy. Though economic factors have slowed growth in this sector, consumers remain committed to green shopping. In this report, Mintel examines the size, scope, and growth of the “green” consumer marketplace, the driving forces that will shape its future—with an eye toward expected changes sector by sector—as well as the short-term and long-term outlooks for the market as a whole.

  • The surge in environmental awareness that began in 2005 has transformed from a popular cultural trend into a major force for change in a range of markets. Concerns over global climate change, energy security, and health risks from toxic chemicals continue to fuel interest in “green” living, but the economy has created enormous uncertainty in this market, along with many other consumer markets
  • In this report, Mintel analyzes how the recession has impacted the green marketplace, with a special focus on how consumers have adapted their shopping habits to changed economic conditions. The report explores how these changed habits may impact the green marketplace as the economy begins to recover
  • Mintel explores the current trends and future outlook for six key sectors of the “green” consumer marketplace, including food and beverage, personal care products, building and home improvement supplies, electronics, automobiles, and restaurants and lodging
  • Mintel’s exclusive consumer research identifies the specific consumer groups that are most important to the green marketplace, as well as those groups that may be most responsive to targeted green marketing. Age, race, household income, and other demographic characteristics can interact in surprising ways to shape the marketplace
  • Mintel’s custom consumer groups zero in on the specific personality and lifestyle traits common to different types of green consumers, allowing messaging to be tailored to the concerns most relevant to each group

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                  • Green market poised for renewed growth
                    • Economic woes eclipse environmental concerns for stressed consumers
                      • Green labels seek to cut though greenwashing, but confusion remains
                        • Some segments stagnant, others still growing despite recession
                          • Green tech trends spell progress for electronics and auto segments
                            • Hospitality industries lead service providers in green efforts
                              • Energy prices and government policy key drivers of green market
                                • Outlook positive for green services and durable goods
                                • Insights and Opportunities

                                  • Few cut back on green spending, despite recession
                                    • Asians and Hispanics are future of green market
                                      • Tailored messages will make green claims more convincing
                                        • Green products now seen as available and effective
                                          • Green attitudes don’t always translate into willingness to pay
                                          • Inspire Insights

                                            • Trend: Media Evolution
                                              • What's it about?
                                                • Trend Observation: App Helps Consumers Buy Local
                                                  • Buy local, feel good
                                                  • Market Size and Trends

                                                    • Key points
                                                      • Measuring the green market
                                                        • The U.S. Healthy Products, Healthy Planet Market
                                                          • Figure 1: HP2 market size and forecast, at current and constant prices, 2004-14
                                                      • Competitive Context

                                                        • Concern about the environment recedes in the face of economic worries
                                                          • Looming carbon policies a spur to action for business
                                                            • Parents key to green marketplace
                                                              • Green labels seek to cut though greenwashing, but confusion remains
                                                              • Segment Performance

                                                                • Key points
                                                                • Segment Performance—Food and Beverage

                                                                  • Key points
                                                                    • Recession has slowed growth of natural food, but consumers stand by organic staples
                                                                      • Niche categories continue to grow even as consumers trade down to cut costs
                                                                        • Figure 2: U.S. FDMx and natural supermarket sales and forecast of natural/organic food and beverage, at inflation-adjusted prices, 2006-12
                                                                    • Segment Performance—Personal Care

                                                                      • Key points
                                                                        • Natural and organic personal care making greater gains than conventional
                                                                            • Figure 3: U.S. sales of natural and organic personal care products in FDMx and natural supermarkets, at inflation-adjusted prices, 2006-10
                                                                        • Segment Performance—Building, Building Materials and Home Improvement Supplies

                                                                          • Key points
                                                                            • Green building defies trends in real estate market
                                                                              • Private sector dominates market, but government support remains a key driver
                                                                              • Segment Performance—Electronics

                                                                                • Key points
                                                                                  • Innovation in green electronics continues despite recession regulation
                                                                                  • Segment Performance—Cars and Trucks

                                                                                    • Key points
                                                                                      • Fuel prices and government policy key drivers of green vehicle market
                                                                                        • Range of fixes under development to boost fuel economy, with caveats
                                                                                        • Segment Performance—Restaurants, Hotels and Hospitality

                                                                                          • Key points
                                                                                            • Restaurants find that green practices boost bottom lines, even in recession
                                                                                              • Green practices trickle down to mid- and low-priced lodging, as customer demand grows
                                                                                              • Market Drivers

                                                                                                • Green market has not escaped the impacts of the recession
                                                                                                  • Figure 4: U.S. retail sales, 2005-09
                                                                                                  • Figure 5: U.S. retail sales, selected months, 2005-09
                                                                                                • Energy prices key to green market
                                                                                                  • Government purchasing policy drives demand for green products
                                                                                                    • Demographic changes should benefit green market
                                                                                                      • Figure 6: Population, by race and Hispanic origin, 2004-14
                                                                                                  • Green Market Stalled but Stable

                                                                                                    • Key points
                                                                                                      • Use of green household consumables down slightly
                                                                                                        • Figure 7: Change in frequency of purchasing different categories of green products, 2007-09
                                                                                                      • Awareness of green household consumables high
                                                                                                        • Figure 8: Percentage of people unfamiliar with different categories of green products, November 2009
                                                                                                      • Use of green durable and infrequently purchased consumer products
                                                                                                        • Figure 9: Influence of green factors on major purchases, by category, 2008 and 2009
                                                                                                      • Use of green consumer services
                                                                                                        • Figure 10: Influence of green factors on purchases of consumer services, by category, November 2009
                                                                                                      • Under-45s, Asians and Hispanics most interested in green services
                                                                                                        • Figure 11: Current use of green consumer services, by age, race, and Hispanic origin, November 2009
                                                                                                    • Green Attitudes and Behaviors by Demographic

                                                                                                      • Key points
                                                                                                        • Older consumers green but thrifty
                                                                                                          • Figure 12: Environmental attitudes and behaviors, by age, April 2008-June 2009
                                                                                                        • High-income consumers lighter green
                                                                                                          • Figure 13: Environmental attitudes and behaviors, by household income, April 2008-June 2009
                                                                                                          • Figure 14: Environmental attitudes and behavior, by mosaic segment, April 2008-June 2009
                                                                                                          • Figure 15: Environmental attitudes, by education level, April 2008-June 2009
                                                                                                          • Figure 16: Environmental behavior, by education level, April 2008-June 2009
                                                                                                      • Race and Hispanic Origin

                                                                                                        • Key points
                                                                                                          • Attitudes and behavior
                                                                                                            • Figure 17: Environmental attitudes and behavior, by race/Hispanic origin, April 2008-June 2009
                                                                                                          • Green shopping habits
                                                                                                            • Figure 18: Purchase of green household goods, by race/Hispanic origin, November 2009
                                                                                                          • Willingness to pay
                                                                                                            • Figure 19: Attitudes toward the cost of green products, by race/Hispanic origin, November 2009
                                                                                                        • Reasons for Buying or Not Buying Green

                                                                                                          • Key point
                                                                                                            • Effectiveness/quality
                                                                                                              • Figure 20: Attitudes toward effectiveness of green products, by age, November 2009
                                                                                                              • Figure 21: Attitudes toward effectiveness of green products, by household income, November 2009
                                                                                                            • Health, safety and savings drive many green purchases
                                                                                                              • Figure 22: Attitudes toward health benefits of green products, by gender, November 2009
                                                                                                            • Availability
                                                                                                              • Figure 23: Consumer experience with the availability of green products, by age, November 2009
                                                                                                          • Willingness to Pay for Green Products

                                                                                                            • Key points
                                                                                                              • Will consumers pay more for green and energy-efficient products?
                                                                                                                • Figure 24: Attitudes toward the cost of green products, by age, November 2009
                                                                                                              • What is an acceptable premium for green products?
                                                                                                                • Figure 25: Willingness to pay extra for green products, by age, November 2009
                                                                                                              • Willingness to pay is shaped more by race and lifestyle than by income
                                                                                                                • Figure 26: Willingness to pay extra for green products, by HH income, race/ethnicity, presence of children, and type of green consumer, November 2009
                                                                                                            • The Impact of the Recession on Green Shopping

                                                                                                              • Key points
                                                                                                                • Majority of consumers have not cut back on green spending
                                                                                                                  • Figure 27: Change in spending on green products, by age, November 2008-November 2009
                                                                                                                • Race and Hispanic origin
                                                                                                                  • Figure 28: Change in spending on green products, by race/Hispanic origin, November 2008-November 2009
                                                                                                                • Families with children
                                                                                                                  • Figure 29: Change in spending on green products, by presence of children in the household, November 2008-November 2009
                                                                                                                • Higher income groups face fewer tradeoffs; increase green spending
                                                                                                                  • Figure 30: Change in spending on green products, by household income, November 2008-November 2009
                                                                                                              • How Do We Know It’s Really Green?

                                                                                                                • Key points
                                                                                                                  • Consumers less skeptical of green claims
                                                                                                                    • Figure 31: Change in beliefs about verifying and trusting green product claims, 2008 and 2009
                                                                                                                  • Higher income groups more skeptical of green claims
                                                                                                                    • Figure 32: Skepticism about green claims, by household income, November 2009
                                                                                                                • Cluster Analysis

                                                                                                                    • Cluster 1: True Greens
                                                                                                                      • Cluster 2: No Greens
                                                                                                                        • Cluster 3: Sometimes Greens
                                                                                                                          • Characteristic tables
                                                                                                                            • Figure 33: Green living clusters, November 2009
                                                                                                                            • Figure 34: Frequency of purchasing different categories of green products, by green living clusters, November 2009
                                                                                                                            • Figure 35: Influence of green factors on major purchases, by green living clusters, November 2009
                                                                                                                            • Figure 36: Influence of green factors on choice of service providers, by green living clusters, November 2009
                                                                                                                            • Figure 37: Beliefs about green product claims, pricing, and convenience, by green living clusters, November 2009
                                                                                                                            • Figure 38: Willingness to pay extra for green products, by green living clusters, November 2009
                                                                                                                            • Figure 39: Change in spending on green products, by green living clusters, November 2008-November 2009
                                                                                                                            • Figure 40: Beliefs about green product claims, pricing, and convenience, by green living clusters, November 2009
                                                                                                                            • Figure 41: Beliefs about green product claims, pricing, and convenience, by green living clusters, November 2009
                                                                                                                          • Demographic tables:
                                                                                                                            • Figure 42: Green living clusters, by gender, November 2009
                                                                                                                            • Figure 43: Green living clusters, by age, November 2009
                                                                                                                            • Figure 44: Green living clusters, by household income, November 2009
                                                                                                                            • Figure 45: Green living clusters, by race, November 2009
                                                                                                                            • Figure 46: Green living clusters, by Hispanic origin, November 2009
                                                                                                                          • Cluster methodology
                                                                                                                          • Custom Consumer Groups

                                                                                                                              • Dads willing to pay for a range of green products
                                                                                                                                  • Figure 47: Influence of green factors on major purchases, by parents and non-parents, November 2009
                                                                                                                                  • Figure 48: Influence of green factors on choice of service providers, by parents and non-parents, November 2009
                                                                                                                                  • Figure 49: Beliefs about green product claims, pricing, and convenience, by parents and non-parents, November 2009
                                                                                                                                  • Figure 50: Willingness to pay extra for green products, by parents and non-parents, November 2009
                                                                                                                                • A closer look at green Hispanics
                                                                                                                                    • Figure 51: Frequent purchasers of green household products, by Hispanic origin and household income, November 2009
                                                                                                                                    • Figure 52: Influence of green factors on purchases of consumer services, by Hispanic origin and household income, November 2009
                                                                                                                                • Appendix—Other Useful Consumer Tables

                                                                                                                                  • Attitudes toward green products
                                                                                                                                    • Figure 53: Attitudes toward green products, by parents and non-parents, November 2009
                                                                                                                                • Appendix: Trade Associations

                                                                                                                                  Companies Covered

                                                                                                                                  • A&W All-American Food Restaurants
                                                                                                                                  • American Forest & Paper Association (AF&PA)
                                                                                                                                  • American Hotel and Lodging Association
                                                                                                                                  • Consumer Electronics Association
                                                                                                                                  • Federal Trade Commission
                                                                                                                                  • Forest Stewardship Council
                                                                                                                                  • Google, Inc.
                                                                                                                                  • Greenfield Online
                                                                                                                                  • Microsoft USA
                                                                                                                                  • National Restaurant Association (NRA)
                                                                                                                                  • Natural Products Association
                                                                                                                                  • Natural Resources Defense Council (NRDC)
                                                                                                                                  • Organic Consumers Association
                                                                                                                                  • Organic Trade Association
                                                                                                                                  • Pizza Hut Inc
                                                                                                                                  • Taco Bell Corp.
                                                                                                                                  • The Wendy's Company
                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                  • U.S. Department of Agriculture
                                                                                                                                  • U.S. Environmental Protection Agency
                                                                                                                                  • U.S. Green Building Council (USGBC)
                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                  Green Living - US - February 2010

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