Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Green Living - US - February 2011

The “green” marketplace was one of the fastest-growing sectors of the U.S. economy leading up to the recession. Though spending on green products and services stalled along with the rest of the economy, the first signs of renewed growth are beginning to appear. In this report, Mintel analyzes the current state of the “green” consumer marketplace and the driving forces that will shape its future—with an eye toward expected changes sector by sector—as well as the short and long-term outlooks for the market as a whole.

  • In this report, Mintel analyzes how the green living market has weathered the recession and what’s next for the market in the face of continued economic uncertainty
  • Mintel explores the current trends and future outlook for five key sectors of the “green” consumer marketplace: food and beverage; personal care products; household cleaning and paper products; automobiles; and consumer services
  • 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
  • Demographic changes in coming years will impact the growth of the green living market. The report examines how generational shifts are likely to affect green shopping patterns
  • Mintel’s custom consumer groups zero in on the specific lifestyle traits common to different types of green consumers, allowing messaging to be tailored to the concerns most relevant to each group

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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 population shows signs of renewed growth
                    • Health and safety concerns continue to drive the green market
                      • Local movement shows no signs of waning
                        • Government action and funding key to development of green markets
                          • Food and beverage segment still mainstay of green market
                            • Health concerns bolster consumer commitment to green personal care and cleaning products
                              • Is 2011 the year of the electric car?
                                • Green service sector poised to be driver of growth and innovation
                                  • Prospects for green market tied to economy, demographics, energy prices
                                    • Women, affluents and urbanites most concerned about the environment
                                      • High-income consumers bolstering green market through tough economy
                                        • Familiar green products show strongest growth
                                          • Prices and premiums critical to green purchase decisions
                                            • Confidence in assessing green claims is growing
                                              • Asians and Hispanics important to green marketplace
                                              • Insights and Opportunities

                                                • Green household products offer more diverse features
                                                  • Seniors present unique challenges and opportunities around trust and commitment
                                                    • Green means different things to different people
                                                      • Highly educated are green but skeptical
                                                      • Inspire Insight

                                                          • Trend: Green Technology
                                                          • Market Drivers

                                                            • Recovery of green economy depends on overall economy
                                                              • Figure 1: U.S. total retail sales, selected months, March 2006-December 2010
                                                              • Figure 2: U.S. unemployment and underemployment, 2000-10
                                                            • Generational change will grow population of Super Greens
                                                              • Figure 3: Projected change in population of Super Greens, by age, 2010-15
                                                            • Higher energy prices should boost green demand
                                                              • Figure 4: Quarterly imported crude oil prices, 2005-12
                                                          • Competitive Context

                                                            • Health and safety concerns continue to drive the green market
                                                              • Local movement shows no signs of waning
                                                                • Future of government spending uncertain
                                                                • Growth in Green Product Introductions

                                                                  • Key point
                                                                    • Product introductions with green claims shows diversity and growth
                                                                      • Figure 5: Annual number of product introductions with green claims, by category, 2002-10
                                                                  • Food and Beverage Product Segment

                                                                    • Key points
                                                                      • Major retailers and manufacturers seek to green the food and beverage supply chain
                                                                        • Growth in new product introductions sign of health for green food and beverage sector
                                                                          • Figure 6: Packaged food and beverage product introductions with green claims, 2003-10
                                                                      • Personal Care Product Segment

                                                                        • Key points
                                                                          • Controversy over standards plagues natural personal care market
                                                                            • Sales of NOPC expected to rebound in 2011
                                                                              • Figure 7: FDMx and natural supermarket sales of NOPC, at inflation-adjusted prices, 2007-11
                                                                            • New product introductions show continued strength in green personal care segment
                                                                              • Figure 8: Personal care product introductions with green claims, 2002-10
                                                                              • Figure 9: Health and hygiene personal care product introductions with green claims, 2002-10
                                                                              • Figure 10: Cosmetics and body care personal care product introductions with green claims, 2002-10
                                                                          • Household Cleaning and Paper Product Segment

                                                                            • Key points
                                                                              • Household cleaners offer multiple tiers of greenness
                                                                                • New products combine convenience with green claims
                                                                                  • New product introductions in green cleaning sector remain at 2008 levels
                                                                                    • Figure 11: Household cleaners and paper products introductions with green claims, 2002-10
                                                                                    • Figure 12: Laundry detergent and dishwashing liquid product introductions with green claims, 2002-10
                                                                                • Cars and Trucks Segment

                                                                                  • Key points
                                                                                    • 2011 may be the year of the electric car
                                                                                      • Recharging key to uptake of EVs
                                                                                      • Restaurants and Services

                                                                                        • Key points
                                                                                          • Restaurants’ green ingredients and operations
                                                                                            • Local and sustainable ingredients continue to gain popularity
                                                                                              • Greener Restaurants program helps restaurants market green practices
                                                                                                • Greener alternatives are gaining a foothold in the dry cleaning market
                                                                                                  • Airlines making efforts to green a carbon-intensive business
                                                                                                  • Innovations and Innovators

                                                                                                    • Green household products offer more diverse features
                                                                                                      • Novel product categories push the boundaries of green
                                                                                                        • Household cleaning and luxury personal care, hot areas for green innovation
                                                                                                        • Percentage of Green Respondents Resumes Growth

                                                                                                          • Key points
                                                                                                            • Green respondent base shows first signs of growth in three years
                                                                                                                • Figure 13: Change in share of green respondents, August 2006-December 2010
                                                                                                              • Ages 18-35 and high-income households drive green marketplace
                                                                                                                • Figure 14: Super Green/True Green respondents, by demographics, December 2010
                                                                                                            • Green Attitudes

                                                                                                              • Key points
                                                                                                                • Commitment to green attitudes and actions stable or growing
                                                                                                                  • Figure 15: Environmental attitudes and behavioral trends, 2003-10
                                                                                                                • Women and urbanites most concerned about the environment
                                                                                                                  • Figure 16: Personally concerned about the environment/global warming, by demographics, October 2010
                                                                                                                • Seniors lead in Smart Green attitudes and behavior
                                                                                                                    • Figure 17: Smart Greens, by demographics, April 2009-June 2010
                                                                                                                • Green Behaviors

                                                                                                                  • Key points
                                                                                                                    • Seniors 55+ lead in most aspects of green living
                                                                                                                      • Figure 18: Green behaviors, by age, October 2010
                                                                                                                    • Mid- to upper-income level consumers have the most eco-friendly habits
                                                                                                                      • Figure 19: Green behaviors, by household income, October 2010
                                                                                                                  • Change in Spending on Green Products

                                                                                                                    • Key points
                                                                                                                      • Only 17% of respondents have reduced green spending
                                                                                                                          • Figure 20: Change in spending on environmental products, by demographics, October 2010
                                                                                                                      • Awareness and Use of Green Goods

                                                                                                                        • Key points
                                                                                                                          • Frequently purchased household supplies rapidly gain green penetration
                                                                                                                            • Figure 21: Change in frequency of purchasing different categories of green products, 2007-10
                                                                                                                          • Familiarity with some common green products growing slowly
                                                                                                                            • Figure 22: Unfamiliarity with different categories of green products, 2009 and 2010
                                                                                                                          • Green intentions for major purchases continue to grow
                                                                                                                              • Figure 23: Influence of green factors on last major purchase/future purchase, by category, October 2010
                                                                                                                          • Awareness and Use of Green Services

                                                                                                                            • Key points
                                                                                                                              • Grocers and cleaners top list of green service providers
                                                                                                                                • Figure 24: Influence of green factors on purchases of consumer services, by category, October 2010
                                                                                                                                • Figure 25: Influence of green factors on purchases of consumer services, by category, 2008 and 2010
                                                                                                                              • Generational trends bode well for green service providers
                                                                                                                                • Figure 26: Current use of green consumer services, by demographics, October 2010
                                                                                                                            • Reasons for Buying or Not Buying Green

                                                                                                                              • Key points
                                                                                                                                • Health and safety still important to green shoppers
                                                                                                                                  • Figure 27: Attitudes toward the safety/quality of green products, by age, October 2010
                                                                                                                                • Availability of green products continues to grow
                                                                                                                                  • Figure 28: Attitudes toward the availability of green products, by age, October 2010
                                                                                                                                • Higher income translates to greater likelihood to shop green online
                                                                                                                                  • Figure 29: Attitudes toward the availability of green products, by household income, October 2010
                                                                                                                                • Seniors skeptical that green products provide value for money
                                                                                                                                  • Figure 30: Attitudes toward the cost of green products, by age, October 2010
                                                                                                                                • All but highest income group view green products as too expensive
                                                                                                                                  • Figure 31: Attitudes toward the cost of green products, by household income, October 2010
                                                                                                                              • Willingness to Pay Premiums for Green Products

                                                                                                                                • Key points
                                                                                                                                  • Majority willing to pay substantial premiums for many green products
                                                                                                                                    • Figure 32: Willingness to pay extra for green products, by category, October 2010
                                                                                                                                  • Willingness to pay unchanged from 2009
                                                                                                                                    • Figure 33: Willingness to pay extra for green dishwashing liquid, November 2009-October 2010
                                                                                                                                  • 18-34s willing to pay higher premiums for green products
                                                                                                                                    • Figure 34: Willingness to pay extra for green products, by demographics, October 2010
                                                                                                                                • Trust and Skepticism Toward Green Claims

                                                                                                                                  • Key points
                                                                                                                                    • Confidence in green marketing claims stable or growing
                                                                                                                                      • Figure 35: Change in beliefs about verifying and trusting green product claims, 2008-10
                                                                                                                                    • Women more trusting of green claims
                                                                                                                                      • Figure 36: Verifying and trusting green product claims, by gender, October 2010
                                                                                                                                    • Social marketing offers promise with under-35s
                                                                                                                                      • Figure 37: Verifying and trusting green product claims, by age, October 2010
                                                                                                                                  • Attitudes Toward Government Action and Setting Standards

                                                                                                                                    • Key points
                                                                                                                                      • Education and clear standards for green marketing important to seniors
                                                                                                                                        • Figure 38: Attitudes toward green product regulations, by age, October 2010
                                                                                                                                    • Top Environmental Concerns

                                                                                                                                      • Key points
                                                                                                                                        • Women worry about pollution and plastics
                                                                                                                                          • Figure 39: Top environmental concerns, by gender, October 2010
                                                                                                                                        • Different environmental concerns take priority for different generations
                                                                                                                                          • Figure 40: Top environmental concerns, by generation, October 2010
                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                        • Key points
                                                                                                                                          • Asians continue to blaze trail for green consumers
                                                                                                                                            • Figure 41: Green respondents, by race/Hispanic origin, December 2010
                                                                                                                                          • Hispanics have greenest attitudes
                                                                                                                                            • Figure 42: Smart Greens, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                          • Whites conserve energy at home, Asians use greener transportation
                                                                                                                                            • Figure 43: Green behaviors, by race/Hispanic origin, October 2010
                                                                                                                                          • Asians and Hispanics ripe markets for green service providers
                                                                                                                                            • Figure 44: Current use of green consumer services, by demographics, October 2010
                                                                                                                                          • Availability a substantial barrier to green shopping for Hispanics
                                                                                                                                            • Figure 45: Attitudes toward the availability of green products, by race/Hispanic origin, October 2010
                                                                                                                                          • Price is a barrier to green shopping, even for Asians
                                                                                                                                            • Figure 46: Attitudes toward the cost of green products, by race/Hispanic origin, October 2010
                                                                                                                                          • White consumers least willing to pay premiums for green products
                                                                                                                                            • Figure 47: Willingness to pay extra for green products, by race/Hispanic origin, October 2010
                                                                                                                                          • Asians check up on green claims
                                                                                                                                            • Figure 48: Verifying and trusting green product claims, by race/Hispanic origin, October 2010
                                                                                                                                          • Climate change among top issues for Asians and blacks
                                                                                                                                            • Figure 49: Top environmental concerns, by race/Hispanic origin, October 2010
                                                                                                                                        • Cluster Analysis

                                                                                                                                            • In Green We Trust (39%)
                                                                                                                                              • Demographics
                                                                                                                                                • Characteristics
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Shades of Green (39%)
                                                                                                                                                      • Demographics
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Opportunity
                                                                                                                                                            • What, Me Green? (22%)
                                                                                                                                                              • Demographics
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunity
                                                                                                                                                                    • Cluster characteristics
                                                                                                                                                                      • Figure 50: Green living clusters, December 2010
                                                                                                                                                                      • Figure 51: Attitudes toward the safety/quality of green products, by green living clusters, December 2010
                                                                                                                                                                      • Figure 52: Attitudes toward the availability of green products, by green living clusters, December 2010
                                                                                                                                                                      • Figure 53: Attitudes toward the cost of green products, by green living clusters, December 2010
                                                                                                                                                                      • Figure 54: Green behaviors, by green living clusters, December 2010
                                                                                                                                                                      • Figure 55: Verifying and trusting green product claims, by green living clusters, December 2010
                                                                                                                                                                    • Cluster demographics
                                                                                                                                                                      • Figure 56: Green living clusters, by gender, December 2010
                                                                                                                                                                      • Figure 57: Green living clusters, by age, December 2010
                                                                                                                                                                      • Figure 58: Green living clusters, by household income, December 2010
                                                                                                                                                                      • Figure 59: Green living clusters, by race/Hispanic origin, December 2010
                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                    • Custom Consumer Groups: Focus on Education

                                                                                                                                                                      • Key points
                                                                                                                                                                        • College grads are committed green shoppers
                                                                                                                                                                            • Figure 60: Green respondents, by education, December 2010
                                                                                                                                                                          • Highly educated most concerned about the environment
                                                                                                                                                                              • Figure 61: Personally concerned about the environment/global warming, by education, October 2010
                                                                                                                                                                            • College grads more likely to commit to high-cost environmental actions
                                                                                                                                                                                • Figure 62: Green behaviors, by education, October 2010
                                                                                                                                                                              • Green spending trend positive for college grads
                                                                                                                                                                                  • Figure 63: Change in spending on environmental products, by education, October 2010
                                                                                                                                                                                • Highly educated more likely to seek out hard-to-find green products
                                                                                                                                                                                    • Figure 64: Attitudes toward the availability of green products, by education, December 2010
                                                                                                                                                                                  • Highly educated most likely to research green claims
                                                                                                                                                                                      • Figure 65: Verifying and trusting green product claims, by education, December 2010
                                                                                                                                                                                    • Highly educated consumers support clear standards for green claims
                                                                                                                                                                                      • Figure 66: Attitudes toward green product regulations, by education, October 2010
                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                    • Women more likely to follow green practices on a regular basis
                                                                                                                                                                                      • Figure 67: Green behaviors, by gender, October 2010
                                                                                                                                                                                    • Recycling trends increasing
                                                                                                                                                                                      • Figure 68: Household recycling trend, any/all items, 2003-10
                                                                                                                                                                                    • Adoption of green services follows similar trends to green shopping
                                                                                                                                                                                      • Figure 69: Current use of green consumer services, by education, employment and region, October 2010
                                                                                                                                                                                    • Women view green products as safer
                                                                                                                                                                                      • Figure 70: Attitudes toward the safety/quality of green products, by gender, October 2010
                                                                                                                                                                                    • Asians more likely to buy green products for health
                                                                                                                                                                                      • Figure 71: Attitudes toward the safety/quality of green products, by race/Hispanic origin, October 2010
                                                                                                                                                                                    • Parents believe green products are safer
                                                                                                                                                                                      • Figure 72: Attitudes toward the safety/quality of green products, by presence of children, October 2010
                                                                                                                                                                                      • Figure 73: Attitudes toward the safety/quality of green products, by education, October 2010
                                                                                                                                                                                      • Figure 74: Attitudes toward the safety/quality of green products, by employment, October 2010
                                                                                                                                                                                      • Figure 75: Attitudes toward the availability of green products, by gender, October 2010
                                                                                                                                                                                      • Figure 76: Attitudes toward the availability of green products, by employment, October 2010
                                                                                                                                                                                      • Figure 77: Attitudes toward the cost of green products, by gender, October 2010
                                                                                                                                                                                      • Figure 78: Attitudes toward the cost of green products, by education, October 2010
                                                                                                                                                                                      • Figure 79: Attitudes toward the cost of green products, by employment, October 2010
                                                                                                                                                                                      • Figure 80: Verifying and trusting green product claims, by household income, October 2010
                                                                                                                                                                                      • Figure 81: Attitudes toward green product regulations, by gender, October 2010
                                                                                                                                                                                      • Figure 82: Attitudes toward green product regulations, by household income, October 2010
                                                                                                                                                                                      • Figure 83: Top environmental concerns, by household income, October 2010
                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • American Forest & Paper Association (AF&PA)
                                                                                                                                                                                    • Apple, Inc
                                                                                                                                                                                    • Burt's Bees Inc.
                                                                                                                                                                                    • Clorox Company , The
                                                                                                                                                                                    • Dell Inc.
                                                                                                                                                                                    • Deutsche Lufthansa AG
                                                                                                                                                                                    • Forest Stewardship Council
                                                                                                                                                                                    • General Motors Corporation
                                                                                                                                                                                    • Google, Inc.
                                                                                                                                                                                    • Greenpeace International
                                                                                                                                                                                    • IBM USA (International Business Machines)
                                                                                                                                                                                    • JetBlue Airways Corporation
                                                                                                                                                                                    • Method Products, Inc.
                                                                                                                                                                                    • Microsoft USA
                                                                                                                                                                                    • Moe's Southwest Grill, LLC
                                                                                                                                                                                    • N.V. Perricone
                                                                                                                                                                                    • National Restaurant Association (NRA)
                                                                                                                                                                                    • Natural Products Association
                                                                                                                                                                                    • Natural Resources Defense Council (NRDC)
                                                                                                                                                                                    • Nestlé USA
                                                                                                                                                                                    • Nissan North America, Inc.
                                                                                                                                                                                    • Organic Consumers Association
                                                                                                                                                                                    • Organic Trade Association
                                                                                                                                                                                    • OXFAM
                                                                                                                                                                                    • Pepsi-Cola North America
                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                    • Rainforest Alliance
                                                                                                                                                                                    • S.C. Johnson & Son, Inc.
                                                                                                                                                                                    • Sustainable Building Industry Council (SBIC)
                                                                                                                                                                                    • The Body Shop - Retail Sales
                                                                                                                                                                                    • Tom's of Maine
                                                                                                                                                                                    • Toyota Motor Sales, U.S.A., Inc.
                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                    • U.S. Department of Agriculture
                                                                                                                                                                                    • U.S. Environmental Protection Agency
                                                                                                                                                                                    • U.S. Green Building Council (USGBC)
                                                                                                                                                                                    • UAL Corporation (United Airlines)
                                                                                                                                                                                    • Unilever USA
                                                                                                                                                                                    • Virgin America
                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                    • Whink Products Company
                                                                                                                                                                                    • Whole Foods Market Inc

                                                                                                                                                                                    Green Living - US - February 2011

                                                                                                                                                                                    £3,277.28 (Excl.Tax)