Marketing to the Green Consumer - US - March 2014


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Mintel

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Enthusiasm for green products has increased since 2012, perhaps this is due to consumers’ perception of green as money saving. However, consumers refuse to be inconvenienced by green. They value accessibility, affordability, and quality. Companies should not presume that loyalty will come easily as consumers seek transparency and authenticity from companies that produce green products.
Table of Content

Scope and Themes

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

Executive Summary

The market
Figure 1: Share of new product introductions with green claims, 2006-13
Share of Super/True Green consumers increases
Figure 2: Change in share of green consumer population, 2007-14
Market drivers
Economic drivers
Figure 3: Consumer sentiment index and unemployment, 2000-13
Consumer drivers – increasing health concerns
Government drivers – regulations and agencies
The consumer
The green market may be on the rise
Figure 4: Change in green purchasing, January 2014
Give consumers the whole package
Figure 5: Reasons for purchasing green more often, January 2014
Green supermarkets and dry cleaners are at the forefront of consumer consideration
Figure 6: Impact of environmental practices on purchasing decision, January 2014
Consumers are willing to pay a premium for green
Figure 7: Willing to spend extra for green products, January 2014
Saving money may trump green ideals
Figure 8: Attitudes toward the green movement and green marketing, January 2014
What we think

Issues and Insights

For the love of green or money?
The issues
The implications
A new green attitude: how is green purchase behavior changing?
The issues
The implications
Consumers want a little less talk and a lot more action
The issues
The implications

Trend Application

Inspire trend: Locavore
Inspire trend: Creature Comfort
Mintel futures: Brand Intervention

Green Market Indicators

Key points
Overview
Household
Cleaning products
Figure 9: Household cleaners – share of product introductions with green claims, 2002-13
Paper products
Figure 10: Household paper – share of product introductions with green claims, 2002-13
Food and beverage
Packaged food
Figure 11: Packaged food – share of new product introductions with green claims, 2002-13
Beverage
Figure 12: Beverage – share of new product introductions with green claims, 2002-13
Personal care
Figure 13: Personal care – share of new product introductions with green claims, 2002-13
Automotive
Figure 14: Total US unit sales of total hybrid and plug-in electric vehicle sales, 2008-18

Green Market Drivers

Key points
Market drivers
Green products account for growing share of new product introductions
Figure 15: Share of new product introductions with green claims, 2006-13
Figure 16: Share of new product introductions with a green claim, by category, 2002-13
Economic drivers
Confidence hits five-year high as unemployment rate decreases
Figure 17: Consumer sentiment index and unemployment, 2000-13
Consumer drivers
Increased awareness of potential consequences of pollution
Health concerns intensify demand for GMO-free
Figure 18: Share of new food and drink product introductions with a GMO-free claim, 2009-13
Figure 19: GMO-free cereals index, 2008-13
Consumer drivers for natural products
Figure 20: Personal care, by green claim, January 2014
Green organizations empower consumers to take a stand on GMOs
Government drivers
Federal Trade Commission enforcements
Automotive regulations

Leading Companies

Key points
Fact, fiction, or contradiction?
Green healthcare has stepped down, Green retailers have stepped up
Figure 21: Top 10 green companies, based on environmental impact, management, and disclosure, 2012
Consumers perceive retailers, healthcare, and consumer goods as industries with the top green brands
Figure 22: Top 10 green companies/brands, based on consumer opinion, 2012
Mind the gap
Figure 23: Top 10 green companies/brands, based on consumer perception versus performance, 2013
Figure 24: Top 10 green companies/brands, based on performance versus consumer perception, 2013

Innovations and Innovators

Overview
Figure 25: Green innovation themes
Share and share alike
Clothing and accessories: Swap it until you make it
Figure 26: Swapstyle “How to Swap clothing, cosmetics and more online” video tutorial, 2008
Figure 27: FreshNeck “How to Tie a Bow Tie” video tutorial, 2013
Transportation: Share and share alike
Figure 28: Empire mayonnaise, varieties, 2013
Greenfluencers
Wegmans: Help them help you
Figure 29: How2Recycle label components, 2014

Green Marketing Strategies

Overview
Green can be just as good – or better
Lend a hand
Sing-along
Brand reviews
Johnson & Johnson
Coca-Cola
McDonald’s
Green can be just as good – or better
All natural beauty potion – television presence
Figure 30: Johnson & Johnson “Jennifer Aniston’s Aveeno radiant skin moisturizer” magazine ad, may 2013
Happiness in a PlantBottle – television presence
Figure 31: Coca-Cola “Dasani PlantBottle” TV ad, April 2013
Figure 32: Coca-Cola PlantBottle, 2013
Serving up sustainable beef burgers – television presence
Figure 33: McDonalds “Europe Fisheries program” TV ad, December 2011
Lend a hand
Socially and environmentally conscious partnerships – PR, grassroots, global
Know when to give and when to take – television presence
Figure 34: Coca-Cola “Coca-Cola live positively Phillippines environment” TV ad, October 2010
Partners in sustainability – PR, grassroots, and global approach
Focus on the positive – television presence
Figure 35: McDonald’s “McDonald’s and the road to sustainability” TV ad, February 2013
Sing-along
Sharing information is caring – online initiatives
McDonald’s goes social – online initiatives
Figure 36: Mcdonald’s international locations, Pinterest photos, 2014

A Profile of the Green Consumer

Key points
Nearly four in 10 consumers are committed to buying green
Figure 37: Degree of green purchasing behavior, January 2014
Figure 38: Degree of green purchasing behavior, 2007-14
Men and women have similar green purchasing habits
Figure 39: Degree of green purchasing, by gender, January 2014
Green goes viral: age and green shopping
Figure 40: Degree of green purchasing, by age, January 2014
Household income is strongly related to green purchases
Figure 41: Degree of green purchasing behavior, by household income, January 2014

Changes in Green Purchasing Behavior

Key points
Nine in 10 purchasing the same amount or more green products
Figure 42: Change in green purchasing behavior, January 2014
Super/True Greens buying more green products
Figure 43: Change in green purchasing behavior, by green segments, January 2014
The influence of attitudes on changes in purchasing
Figure 44: Change in green purchasing behavior, by attitude, January 2014
Young shoppers dominate the green market
Figure 45: Change in green purchasing, by age, January 2014
Lower-income shoppers twice as likely to say they purchase “less often”
Figure 46: Change in green purchasing, by household income, January 2014

Reasons for Purchasing Green More Often

Key points
Accessibility and belief in green products drives green purchases
Figure 47: Reasons for purchasing green more often, January 2014
Older buyers prioritize convenience while younger buyers value quality
Figure 48: Reasons for purchasing green more often, by age, January 2014

Impact of Environmental Practices on Purchasing Decision

Key points
Supermarkets, cleaners, and contractors top green service providers
Green contracting may have jumped to the front of consumers’ minds
Figure 49: Impact of environmental practices on purchasing decision, January 2014
Young consumers prioritize healthy food and safe clothing
Grocery stores/supermarkets
Dry cleaners/laundromats
Figure 50: Impact of environmental practices on purchasing decision, by age, January 2014
Potentially image-conscious young males are interested in green grocery stores
Figure 51: Impact of environmental practices on purchasing decision, by gender and age, January 2014
Food deserts may drive low-income homes to green supermarkets
Figure 52: Impact of environmental practices on purchasing decision, by household income, January 2014

Extra Amount Willing to Spend for Green Products

Key points
Majority willing to pay premiums for green products
Figure 53: Extra amount willing to spend for green products, January 2014
Young consumers willing to pay a premium for green products
Figure 54: Extra amount willing to spend for green products, by age, January 2014
Dedicated green consumers most willing to spend on green
Figure 55: Extra amount willing to spend for green products, by green segment, January 2014

Attitudes Toward the Green Movement and Green Marketing

Key points
Nearly six in 10 practice green to save money
A green penny saved is a green penny earned
Locavores may have green thumbs
Figure 56: Attitudes toward the green movement and green marketing, January 2014
Men are more skeptical than women of green marketing
Figure 57: Attitudes toward the green movement and green marketing, by gender, January 2014
Young adults want companies to clean up after themselves
Figure 58: Attitudes toward the green movement and green marketing, by age, January 2014
Skeptical high-income households want company transparency
Figure 59: Attitudes toward the green movement and green marketing, by household income, January 2014
Super Greens skeptical, interest in the green movement has dwindled
Figure 60: Attitudes toward the green movement and green marketing, by green segment, January 2014

Race and Hispanic Origin

Key points
Racial myths surrounding the green consumer
Green purchase behavior amongst racial groups
Figure 61: Degree of green purchasing, by race/Hispanic origin, January 2014
Whites are least likely to consider greenness of businesses
Figure 62: Impact of environmental practices on purchasing decision, by race/Hispanic origin, January 2014
Whites least willing to pay more for green products
Figure 63: Extra amount willing to spend for green, by race/Hispanic origin, January 2014
Asians more likely to avoid green companies with skeletons in the closet
Figure 64: Attitudes toward the green movement and green marketing, by race/Hispanic origin, January 2014

Cluster Analysis

Figure 65: Target clusters, January 2014
Drooping
Demographics
Characteristics
Opportunity
Growing
Demographics
Characteristics
Opportunity
Steady
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 66: Degree of green purchasing behavior, by green consumer clusters, January 2014
Figure 67: Change in green purchasing behavior, by green consumer clusters, January 2014
Figure 68: Reasons for purchasing green more often, by green consumer clusters, January 2014
Figure 69: Impact of environmental practices on purchasing decision, by green consumer clusters, January 2014
Figure 70: Attitudes toward the green movement and green marketing, by green consumer clusters, January 2014
Cluster demographic tables
Figure 71: Green consumer clusters, by gender, January 2014
Figure 72: Green consumer clusters, by age, January 2014
Figure 73: Green consumer clusters, by household income, January 2014
Figure 74: Green consumer clusters, by race/Hispanic origin, January 2014
Figure 75: Green consumer clusters, by presence of children in household, January 2014
Figure 76: Green consumer clusters, by region, January 2014
Figure 77: Green consumer clusters, by degree of green purchasing, January 2014
Figure 78: Green consumer clusters, by demographic, January 2014
Cluster methodology

Appendix – Other Useful Consumer Tables

A profile of the green consumer
Figure 79: Degree of green purchasing behavior, January 2014
Figure 80: Degree of green purchasing behavior, by gender, January 2014
Figure 81: Degree of green purchasing behavior, by age, January 2014
Figure 82: Degree of green purchasing behavior, by household income, January 2014
Figure 83: Degree of green purchasing behavior, by household size, January 2014
Figure 84: Degree of green purchasing behavior, by presence of children in household, January 2014
Figure 85: Degree of green purchasing behavior, by generations, January 2014
Change in green purchasing behavior
Figure 86: Change in green purchasing behavior, by gender, January 2014
Figure 87: Change in green purchasing behavior, by age, January 2014
Figure 88: Change in green purchasing behavior, by marital/relationship status, January 2014
Figure 89: Change in green purchasing behavior, by presence of children in household, January 2014
Figure 90: Change in green purchasing behavior, by generations, January 2014
Figure 91: Change in green purchasing behavior, by Hispanic origin and household income, January 2014
Figure 92: Change in green purchasing behavior, by Hispanic origin and age, January 2014
Figure 93: Change in green purchasing behavior, by age and household income, January 2014
Reasons for purchasing green more often
Figure 94: Reasons for purchasing green more often, by gender, January 2014
Figure 95: Reasons for purchasing green more often, by gender and age, January 2014
Figure 96: Reasons for purchasing green more often, by household income, January 2014
Figure 97: Reasons for purchasing green more often, by generations, January 2014
Impact of environmental practices on purchasing decision
Figure 98: Impact of environmental practices on purchasing decision, by gender, January 2014
Figure 99: Impact of environmental practices on purchasing decision, by age, January 2014
Figure 100: Impact of environmental practices on purchasing decision, by household income, January 2014
Figure 101: Impact of environmental practices on purchasing decision, by race/Hispanic origin, January 2014
Figure 102: Impact of environmental practices on purchasing decision, by marital/relationship status, January 2014
Figure 103: Impact of environmental practices on purchasing decision, by presence of children in household, January 2014
Figure 104: Impact of environmental practices on purchasing decision, by employment, January 2014
Figure 105: Impact of environmental practices on purchasing decision, by generations, January 2014
Figure 106: Impact of environmental practices on purchasing decision – rebase, by gender, January 2014
Figure 107: Impact of environmental practices on purchasing decision – rebase, by presence of children in household, January 2014
Figure 108: Impact of environmental practices on purchasing decision – rebase, by employment, January 2014
Figure 109: Impact of environmental practices on purchasing decision – rebase, by generations, January 2014
Extra amount willing to spend for green products
Figure 110: Extra amount willing to spend for green products, by gender, January 2014
Figure 111: Extra amount willing to spend for green products, by age, January 2014
Figure 112: Extra amount willing to spend for green products, by household income, January 2014
Figure 113: Extra amount willing to spend for green products, by race/Hispanic origin, January 2014
Attitudes toward the green movement and green marketing
Figure 114: Attitudes toward the green movement and green marketing, January 2014
Figure 115: Attitudes toward the green movement and green marketing, by marital/relationship status, January 2014
Figure 116: Attitudes toward the green movement and green marketing, by household size, January 2014
Figure 117: Attitudes toward the green movement and green marketing, by presence of children in household, January 2014
Figure 118: Attitudes toward the green movement and green marketing, by employment, January 2014
Figure 119: Attitudes toward the green movement and green marketing, by generations, January 2014

Appendix – Trade Associations