The Eco-friendly Opportunity is Huge . russell davies:
You’ve clearly benefited from having access to Mintel. So well done for getting hold of it. And you’ve done a smart and effective summary of the Mintel. (Those little footnotes/sources do really lend some authority.) But once you’ve finished summarising the situation you seem to run out of steam. There’s only one page with your thoughts, ideas, recommendations. And those thoughts aren’t that surprising / interesting given what the Mintel says. So I guess this feels like half a job done very well, but there’s not as much original thought as I’d hoped for.
80% of US adults are purchasing Green products* at least some of the time
Only 12% of US adults say they buy
Green products regularly, while 68% are buying them sometimes
Household cleaning products account for about 15% of mainstream supermarket sales, but only 1% in the natural channel.
As eco-friendly household cleaners & laundry products continue to emerge, Regular and Committed users will offer the biggest opportunity for growth.
Source: Mintel, Natural Products Marketplace Review, 11/2004
A Green corporate image is a profitable one
Green brands that have always existed to offer eco-friendly alternatives
Primary focus is eco-friendly; efficacy perceived as secondary
Limited selection of readily available Dedicated brands and products
Mega-brands that are seizing on the Green trend and adding eco-friendly variants
Primary focus remains efficacy, with nod to specific eco-friendly benefits
Skepticism exists as to true dedication to Green values
A new Dedicated brand has the biggest opportunity for growth in the Green segment