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Green Living in the United States 2010
Mintel, Feb 2010, Pages: 274
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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