Green Living - US - February 2010

Before the beginning of the recession, the “green” marketplace was one of the fastest growing sectors of the US economy. Though economic factors have slowed growth in this sector, consumers remain committed to green shopping. 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. Concerns over global climate change, energy security, and health risks from toxic chemicals continue to fuel interest in “green” living, but the economy has created enormous uncertainty in this market, along with many other consumer markets

In this report, Mintel analyzes how the recession has impacted the green marketplace, with a special focus on how consumers have adapted their shopping habits to changed economic conditions. The report explores how these changed habits may impact the green marketplace as the economy begins to recover

Mintel explores the current trends and future outlook for six key sectors of the “green” consumer marketplace, including food and beverage, personal care products, building and home improvement supplies, electronics, automobiles, and restaurants and lodging

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

Mintel’s custom consumer groups zero in on the specific personality and lifestyle traits common to different types of green consumers, allowing messaging to be tailored to the concerns most relevant to each group

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Methodology

Table of contents

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Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Scope and Themes

Executive Summary

Insights and Opportunities

Inspire Insights

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Market Size and Trends

Competitive Context

Segment Performance

Segment Performance—Food and Beverage

Segment Performance—Personal Care

Segment Performance—Building, Building Materials and Home Improvement Supplies

Segment Performance—Electronics

Segment Performance—Cars and Trucks

Segment Performance—Restaurants, Hotels and Hospitality

Market Drivers

Green Market Stalled but Stable

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Green Attitudes and Behaviors by Demographic

Race and Hispanic Origin

Reasons for Buying or Not Buying Green

Willingness to Pay for Green Products

The Impact of the Recession on Green Shopping

How Do We Know It’s Really Green?

Cluster Analysis

Custom Consumer Groups

Data

Oxygen Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix—Other Useful Consumer Tables

Appendix: Trade Associations

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