Green consumers

A Healthy Supply of Green
http://www.brandchannel.com/start1.asp?fa_id=424
Extract: Recent consumer trends, however, clearly demonstrate that more and more American shoppers are purchasing products that help them maintain a greener home. Seventh Generation, a US-based brand, has averaged 40 percent growth annually over the past five years, with sales approaching US$ 100 million.

According to Seventh Generation's website, natural and organic brands in general are doing big business, with sales in 2005 just north of US$ 50 billion in the US alone. according to LOHAS.com (Lifestyles Of Health And Sustainability), consumers in the US spent over US$ 10.6 billion dollars on Natural Lifestyles products—such as eco-friendly and environmental cleaning supplies—in 2006.

Americans Go Three Shades Greener in 16 Months - Consumer survey finds more people regularly purchasing green products
http://www.mintel.com/press_releases/331137.htm
Driven by increased environmental awareness, Americans are quickly moving to the greener end of the spectrum. Latest findings from Mintel, a leading market research company, reveal that over one-third of adults (36%) claim to “regularly” buy green products. Just 16 months ago, only 12% said they “regularly” purchased green products.

Furthermore, the number of people who “never” purchase green products has been cut in half over the past 16 months, according to Mintel. In August 2006, one in five Americans (20%) claimed to “never” buy green products. Now, only 10% of the population makes such claims.
“We’re seeing the green movement rapidly transition from niche to mainstream,” comments Colleen Ryan, senior analyst at Mintel. “Major companies have jumped onboard, promotional messages have changed, and the American public is increasingly looking at green products as a normal part of everyday life.”

Ryan attributes the green movement’s growth to young adults. In Mintel’s latest survey, over half of 18-24 year olds (51%) claimed to “regularly” purchase green products. In contrast, only 31-36% of older adults said that they “regularly” buy green products. “Tech-savvy young adults have been key in the green movement’s success,” states Ryan. “This suggests a bright future for green products, as young adults will carry their habits and beliefs with them as they age.”
Mintel expects vibrant growth for the green movement in coming years. Americans’ concerns over climate change, energy costs and product safety create a need for more environmentally friendly products and services. Leading manufacturers have been quick to respond, offering green product options for large and small purchases alike.

The Green (and Variegated) Consumer
http://www.euromonitor.com/The_Green_Consumer
Reducing one's "carbon footprint" has become the catch-phrase of the "noughties", whether this be through recycling, energy efficiency, buying organic or local foods, using phosphate-free detergents, travelling shorter distances, carbon offsetting, sharing transport or using alternative energies. Euromonitor International's latest Strategy Briefing “The Green (and Variegated) Consumer” explores the characteristics of the green consumer along with market drivers and the impact on consumer markets and retailers.

Who is the green consumer?

• Attitudes towards the environment vary considerably from country to country. For example, consumers in Northern Europe have traditionally taken a very strong interest in green issues, while emerging markets, such as China, have a bad track record with regard to the environment;
• An international survey carried out by Ipsos/MORI in 2007 showed that Chinese consumers were apparently the most concerned about climate change, followed by Australians; meanwhile Canadians claimed to be doing most to reduce their carbon footprint;
• Green consumers are a difficult group to pigeonhole, as being green is more about a lifestyle choice than a specific type of consumer and can encompass either sex, any age or any income group. In general, however, young people and women are more inclined to buy ecological products, as are the middle classes;
• Older people, too, tend to be active green purchasers. Consumers in the baby boomer demographic are another driving force behind the green movement, as they often have both the time to seek out speciality items and the resources to afford premium priced products;
• There are many shades of "green" when it comes to consumer purchasing behaviour. Research shows that most consumers in Western markets now consider themselves to be at least partially green, but often do not want to go too much out of their way, or spend too much money, on ecological products and services;
• A 2007 report by Experian Research Services identified four levels of green consumers in the US: "Behavioural Greens", who think and act green; "Think Greens", who think like green consumers but do not always necessarily act green; "Potential Greens", who remain on the fence about key green issues; and "True Browns", who do not care for green issues and may even have negative attitudes towards them;
• The results of a survey published in June 2007 showed that a majority of European consumers are willing to pay a premium for environmentally-friendly technology. The survey was conducted by UK research firm Canalys and interviewed 2,000 employed adult mobile phone and PC users in France, Germany, Italy Spain and the UK;
  In emerging markets, it is the new "affluentials" that show the most potential as the green consumers of the future, since the majority of low-income consumers are unable to contemplate paying premiums for such products.