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Green Living - US - January 2009

For the past three years, the "green" marketplace has been one of the fastest growing, most dynamic sectors of the U.S. economy. 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

  • Mintel analyzes the impacts that the economic downturn and other key drivers, such as potential climate change regulation, may have on the green marketplace

  • Mintel explores the current trends and future outlook for eight key sectors of the "green" consumer marketplace, including personal care products, home building and home improvement supplies, electronics and appliances, automobiles, and consumer services

  • This report explores the special role of key demographic groups, such as Asians and young Hispanics, in adoption of new "green" product categories

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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

                  • Market overview
                    • Organic food still cornerstone of green market, despite slowing growth
                      • Green building resilient in face of economic downturn
                        • Electronics make progress with recycling and energy-efficiency
                          • Auto industry in turmoil creates uncertain future for green cars
                            • Consumer services poised to take off
                              • Economic recession will force cut-backs all over
                                • Fluctuating energy prices add to uncertainty about green market
                                  • Greening of U.S. consumers on hold
                                    • Awareness and use of “green” consumer goods
                                      • Under-35s lead in green shopping
                                        • Education trumps income as a predictor of green shopping habits
                                          • Reasons for buying green
                                            • Willingness to pay for green products
                                            • Insights and Opportunities

                                              • Economic downturn translates to more focus on conservation
                                                • Government initiatives will reshape the playing field for green business
                                                  • Tailored messages may succeed with different racial groups
                                                    • How do greens think?
                                                      • Niche demographics ripe for marketing attention
                                                        • Verification of green claims is challenging for consumers
                                                        • Fast Forward Trends

                                                          • Boom comes to an end
                                                            • Rethinking business, capitalism and consumerism
                                                              • Transparency
                                                              • Market Size and Forecast

                                                                • The U.S. Healthy Products, Healthy Planet Market
                                                                  • Figure 1: HP2 market size and forecast, at current prices, 2002-12
                                                                  • Figure 2: HP2 market size and forecast, at inflation adjusted prices, 2002-12
                                                              • Competitive Context

                                                                • Concern about the environment continues to grow
                                                                  • Figure 3: General attitudes toward environmental concerns, October 2008
                                                                • Economic turmoil and expected government action lead to uncertainty
                                                                  • Green companies likely to benefit from new regulations
                                                                    • Health and safety concerns continue to buoy green market
                                                                      • Wal-Mart: The elephant in the room
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • The natural products marketplace
                                                                            • Figure 4: Sales of natural products through conventional FDM and natural supermarkets segmented by product type, 2006 and 2008
                                                                        • Segment Performance—Food and Beverage

                                                                          • Key points
                                                                            • Organic food still cornerstone of green market, despite slowing growth
                                                                              • Natural and local compete with organic in green food marketplace
                                                                                  • Figure 5: Sales of natural food and drink products through conventional FDM and natural supermarkets, at current and constant prices, 2005-08
                                                                              • Segment Performance—Personal Care

                                                                                • Key points
                                                                                  • Natural and organic personal care continues to outperform personal care market
                                                                                  • Segment Performance—Household Cleaning Products

                                                                                    • Key points
                                                                                      • Green cleaning market bolstered by growth of budget-priced product lines
                                                                                      • Segment Performance—Clothing and Linens

                                                                                        • Key points
                                                                                          • Green clothing and shoes likely to suffer from reduced discretionary spending
                                                                                          • Segment Performance—Building, Building Materials and Home Improvement Supplies

                                                                                            • Key points
                                                                                              • Green building resilient in face of economic downturn
                                                                                                • Government initiatives and wider availability drive growth of green building
                                                                                                • Segment Performance—Electronics and Appliances

                                                                                                  • Key points
                                                                                                    • Electronics make progress with recycling and energy-efficiency
                                                                                                    • Segment Performance—Cars and Trucks

                                                                                                      • Key points
                                                                                                        • Auto industry in turmoil creates uncertain future for green cars
                                                                                                        • Segment Performance—Consumer Services

                                                                                                          • Key points
                                                                                                            • Consumer services poised to take off
                                                                                                              • Insurance and banking go green
                                                                                                                  • Figure 6: Attitudes toward paperless checking accounts, by age, October 2008
                                                                                                                • Cleaning up by going green
                                                                                                                  • Realtors
                                                                                                                    • Hotels and travel
                                                                                                                      • Funerals
                                                                                                                      • Market Drivers

                                                                                                                        • Economic recession will force cut-backs all over
                                                                                                                          • Green capital dries up
                                                                                                                            • Fluctuating energy prices add to uncertainty about green market
                                                                                                                              • Key green demographics are among the fastest growing U.S. populations
                                                                                                                                • Figure 7: Population by race and Hispanic origin, 2003-13
                                                                                                                            • The People

                                                                                                                              • Greening of U.S. consumers on hold
                                                                                                                                • Key points
                                                                                                                                    • Figure 8: Change in frequency of green consumer population, August 2006-October 2008
                                                                                                                                • Awareness and Use of Green Consumer Goods

                                                                                                                                  • Key points
                                                                                                                                    • Use of green household consumables
                                                                                                                                        • Figure 9: Incidence of purchasing of green products in select household and personal care categories, December 2007-October 2008
                                                                                                                                      • Awareness of green household consumables
                                                                                                                                          • Figure 10: Incidence of being unfamiliar with different categories of green products, December 2007-October 2008
                                                                                                                                        • Use of green durable and infrequently purchased consumer products
                                                                                                                                            • Figure 11: Influence of green factors on major purchases, by category, October 2008
                                                                                                                                          • Use of green consumer services
                                                                                                                                              • Figure 12: Influence of green factors on purchases of consumer services, by category, October 2008
                                                                                                                                              • Figure 13: Current use of green consumer services, by age, October 2008
                                                                                                                                          • The Influence of Age on Green Attitudes and Behaviors

                                                                                                                                            • Key points
                                                                                                                                              • Age and the online population
                                                                                                                                                • Green categories by age
                                                                                                                                                  • Figure 14: Frequency of buying green products, by age, October 2008
                                                                                                                                                • Interest in conservation tends to increase with age
                                                                                                                                                  • Figure 15: Environmental attitudes, by age, April 2007-June 2008
                                                                                                                                                  • Figure 16: Environmental behaviors, by age, October 2008
                                                                                                                                                • Seniors lead in local shopping
                                                                                                                                                  • Figure 17: Commitment to purchasing local products, by age, October 2008
                                                                                                                                              • The Impact of Household Income

                                                                                                                                                • Key points
                                                                                                                                                  • Greener attitudes don’t lead to greener buying for high income consumers
                                                                                                                                                    • Figure 18: Environmental attitudes, by household income, April 2007-June 2008
                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                  • Key points
                                                                                                                                                    • Online Asians and Hispanics lead in green shopping
                                                                                                                                                      • Figure 19: Frequency of buying green products, by race/Hispanic origin, October 2008
                                                                                                                                                    • Attitudes toward recycling and pollution
                                                                                                                                                      • Figure 20: Environmental attitudes and behavior, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                    • Looking forward, green factors to play a larger role
                                                                                                                                                      • Figure 21: Influence of green factors on infrequent and major purchases, by race/Hispanic origin, December 2007
                                                                                                                                                  • The Impact of Education

                                                                                                                                                    • Key point
                                                                                                                                                      • College grads have strong environmental ethic
                                                                                                                                                        • Figure 22: Environmental attitudes, by education level, April 2007-June 2008
                                                                                                                                                    • How do Greens Think?

                                                                                                                                                      • Key points
                                                                                                                                                        • Green and healthy lifestyles overlap for many consumers
                                                                                                                                                          • The power of packaging
                                                                                                                                                            • Care for the planet a priority for spiritual people
                                                                                                                                                                • Figure 23: Environmental attitudes, by personality traits, May 2006-June 2007
                                                                                                                                                            • Reasons for Buying or Not Buying Green

                                                                                                                                                              • Key points
                                                                                                                                                                • Effectiveness/quality
                                                                                                                                                                  • Figure 24: Attitudes toward effectiveness of green products, by household income, October 2008
                                                                                                                                                                  • Figure 25: Attitudes toward effectiveness of green products, by race/Hispanic origin, October 2008
                                                                                                                                                                • Health, safety and savings drive many green purchases
                                                                                                                                                                  • Figure 26: Attitudes toward health benefits of green products, by gender, October 2008
                                                                                                                                                                  • Figure 27: Main reasons for green shopping, by gender, October 2008
                                                                                                                                                                • Availability
                                                                                                                                                                  • Figure 28: Consumer experience with the availability of green products, December 2007-October 2008
                                                                                                                                                                  • Figure 29: Consumer experience with the availability of green products, by age, October 2008
                                                                                                                                                                • Will consumers pay more for green and energy-efficient products?
                                                                                                                                                                  • Figure 30: Attitudes toward the cost of green products, by age, October 2008
                                                                                                                                                                  • Figure 31: Attitudes toward the cost of green products, by race/Hispanic origin, October 2008
                                                                                                                                                                • What is an acceptable premium for green products?
                                                                                                                                                                  • Figure 32: Willingness to pay extra for green products, by age, October 2008
                                                                                                                                                                • Willingness to pay is shaped more by race and lifestyle than by income
                                                                                                                                                                  • Figure 33: Willingness to pay extra for green products, by HH income, race/Hispanic origin, presence of children, and type of green consumer, October 2008
                                                                                                                                                              • How Do We Know It’s Really Green?

                                                                                                                                                                • Key points
                                                                                                                                                                  • Consumers have faith in the power of shopping, but not in green marketing claims
                                                                                                                                                                    • Figure 34: Attitudes toward the effectiveness of green shopping, by race/Hispanic origin, December 2007 and October 2008
                                                                                                                                                                  • Verification of green claims is challenging for consumers
                                                                                                                                                                    • Figure 35: Beliefs about verifying and trusting green product claims, by type of green consumer, October 2008
                                                                                                                                                                  • Primary shoppers especially skeptical of green claims
                                                                                                                                                                    • Figure 36: Beliefs about verifying and trusting green product claims, by primary shopper status, October 2008
                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                    • The Green and Clear
                                                                                                                                                                      • Who they are
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Green Savers
                                                                                                                                                                            • Who they are
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Econo-Greens
                                                                                                                                                                                  • Who they are
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                        • Figure 37: Green living clusters, October 2008
                                                                                                                                                                                        • Figure 38: Frequency of buying “green” products, by green living clusters, October 2008
                                                                                                                                                                                        • Figure 39: Frequency of buying “green” products or services (I always or usually buy “green”), by green living clusters, October 2008
                                                                                                                                                                                        • Figure 40: Awareness of “green” products or services (I have not seen any “green” products of this type), by green living clusters, October 2008
                                                                                                                                                                                        • Figure 41: Impact of “green-ness” on purchasing decisions (Currently consider “green-ness” of service provider), by green living clusters, October 2008
                                                                                                                                                                                        • Figure 42: Attitudes about “green” products, by green living clusters, October 2008
                                                                                                                                                                                        • Figure 43: Attitudes about green products, by green living clusters, October 2008
                                                                                                                                                                                        • Figure 44: Amount extra willing to spend to purchase a “green” product instead of a comparable traditional product, by green living clusters, October 2008
                                                                                                                                                                                        • Figure 45: Attitudes about green-ness, by green living clusters, October 2008
                                                                                                                                                                                        • Figure 46: Attitudes about companies that claim to be green, by green living clusters, October 2008
                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                        • Figure 47: Green living clusters, by gender, October 2008
                                                                                                                                                                                        • Figure 48: Green living clusters, by age group, October 2008
                                                                                                                                                                                        • Figure 49: Green living clusters by income group, October 2008
                                                                                                                                                                                        • Figure 50: Green living clusters, by race, October 2008
                                                                                                                                                                                        • Figure 51: Green living clusters, by Hispanic origin, October 2008
                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                          • Focus on dads and young men
                                                                                                                                                                                              • Figure 52: Frequency of buying green products, by dads, men without children and men, by age group, October 2008
                                                                                                                                                                                              • Figure 53: Beliefs about verifying and trusting green product claims, by dads, men without children and men, by age group, October 2008
                                                                                                                                                                                              • Figure 54: Willingness to pay extra for green products, by dads, men without children and men, by age group, October 2008
                                                                                                                                                                                            • A closer look at green Hispanics
                                                                                                                                                                                                • Figure 55: Frequency of buying and willingness to pay extra for green products, by high and low income Hispanics and non-Hispanics, October 2008
                                                                                                                                                                                                • Figure 56: Frequency of buying and willingness to pay extra for green products, by older and younger Hispanics and non-Hispanics, October 2008
                                                                                                                                                                                                • Figure 57: Methods of seeking out green products, by high and low income Hispanics and older and younger Hispanics, October 2008
                                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                              • Usage
                                                                                                                                                                                                • Figure 58: Incidence of purchasing different categories of green products, by degree of “green,” October 2008
                                                                                                                                                                                                • Figure 59: Current use of selected green consumer services, by race/Hispanic origin, October 2008
                                                                                                                                                                                                • Figure 60: Interest in selected green consumer services, by presence of children in the household, October 2008
                                                                                                                                                                                              • Environmental attitudes by demographic
                                                                                                                                                                                                • Figure 61: Environmental attitudes, by green consumer type, October 2008
                                                                                                                                                                                                • Figure 62: Environmental attitudes of primary shoppers, October 2008
                                                                                                                                                                                                • Figure 63: Environmental attitudes, by presence of children in the household, April 2007-June 2008
                                                                                                                                                                                                • Figure 64: Environmental shopping behaviors, by presence of children in the household, October 2008
                                                                                                                                                                                              • Availability of green products
                                                                                                                                                                                                • Figure 65: Consumer experience with the availability of green products, by green consumer type, October 2008
                                                                                                                                                                                              • Reasons for buying or not buying green
                                                                                                                                                                                                • Figure 66: Attitudes toward effectiveness of green products, by type of green consumer, October 2008
                                                                                                                                                                                                • Figure 67: Main reasons for green shopping, by green consumer type, October 2008
                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                              • Appendix: Healthy Products, Healthy Planet (HP2)

                                                                                                                                                                                                  • Consumer products
                                                                                                                                                                                                  • Appendix: Natural Products Marketplace Definition

                                                                                                                                                                                                      • Natural products
                                                                                                                                                                                                        • Body care
                                                                                                                                                                                                          • Frozen and refrigerated
                                                                                                                                                                                                            • General merchandise
                                                                                                                                                                                                              • Grocery
                                                                                                                                                                                                                • Packaged produce
                                                                                                                                                                                                                  • Refrigerated
                                                                                                                                                                                                                    • Vitamins & supplements, herbs & homeopathic

                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                    • Acer Inc.
                                                                                                                                                                                                                    • Alamo Rent a Car LLC
                                                                                                                                                                                                                    • Allstate Corporation (The)
                                                                                                                                                                                                                    • Amazon North America
                                                                                                                                                                                                                    • American Association of Retired Persons (AARP)
                                                                                                                                                                                                                    • American Forest & Paper Association (AF&PA)
                                                                                                                                                                                                                    • American Honda Motor Co., Inc.
                                                                                                                                                                                                                    • American Hotel & Lodging Association (AH&LA)
                                                                                                                                                                                                                    • Burt's Bees Inc.
                                                                                                                                                                                                                    • Chrysler LLC
                                                                                                                                                                                                                    • Clorox Company , The
                                                                                                                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                    • Consumer Electronics Association
                                                                                                                                                                                                                    • CVS Caremark Corporation
                                                                                                                                                                                                                    • Dell Inc.
                                                                                                                                                                                                                    • Enterprise Rent-A-Car Company
                                                                                                                                                                                                                    • Federal Trade Commission
                                                                                                                                                                                                                    • Food and Drug Administration
                                                                                                                                                                                                                    • Ford Motor Company (USA)
                                                                                                                                                                                                                    • Forest Stewardship Council
                                                                                                                                                                                                                    • General Motors Corporation
                                                                                                                                                                                                                    • Google, Inc.
                                                                                                                                                                                                                    • Greenfield Online
                                                                                                                                                                                                                    • IBM USA (International Business Machines)
                                                                                                                                                                                                                    • LG Electronics Inc (USA)
                                                                                                                                                                                                                    • Marriott International, Inc.
                                                                                                                                                                                                                    • Method Products, Inc.
                                                                                                                                                                                                                    • Microsoft USA
                                                                                                                                                                                                                    • National Association of Home Builders (NAHB)
                                                                                                                                                                                                                    • National Association of Realtors (NAR)
                                                                                                                                                                                                                    • Natural Products Association
                                                                                                                                                                                                                    • Natural Resources Defense Council (NRDC)
                                                                                                                                                                                                                    • Nike
                                                                                                                                                                                                                    • Nintendo of America Inc.
                                                                                                                                                                                                                    • Organic Consumers Association
                                                                                                                                                                                                                    • Panasonic Corporation of North America
                                                                                                                                                                                                                    • Samsung Electronics (USA)
                                                                                                                                                                                                                    • Sanyo North America Corporation
                                                                                                                                                                                                                    • Seventh Generation Inc.
                                                                                                                                                                                                                    • Sony Corporation of America
                                                                                                                                                                                                                    • Starwood Hotels & Resorts Worldwide, Inc.
                                                                                                                                                                                                                    • Sustainable Building Industry Council (SBIC)
                                                                                                                                                                                                                    • The Hertz Corporation
                                                                                                                                                                                                                    • The McGraw-Hill Companies, 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)
                                                                                                                                                                                                                    • Volkswagen of America, Inc.
                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                    • White Castle System, Inc.
                                                                                                                                                                                                                    • Whole Foods Market Inc

                                                                                                                                                                                                                    Green Living - US - January 2009

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