2/26/2014 Marketing to the Green Consumer - US - April 2012 - Perceptions of Green Products

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Marketing to the Green Consumer - US - April 2012
Thi s report i s suppl i ed i n accordance wi th Mi ntel 's terms and condi ti ons. Mi ntel Group Ltd.
Key points
Price continues to be a barrier to purchasing more green productseven among the most affluent
consumers. Companies providing green products will need to offer more than just basic functionality
and the bonus of green benefits to justify purchasing among todays value-oriented consumer.
Consumers aged 25-34 are part of the core green shopper group of Millennials. However, they are
less likely to have positive feelings toward green products compared with their younger and older
counterparts.
Only about one quarter of respondents think green household cleaners are as effective as traditional
cleaners. More affluent consumers are the least likely to think that green cleaners are effective. For
companies to overcome this perception, showing head-to-head comparisons of product efficacy
could be effective.
Price remains barrier to green purchasing
More than four in 10 respondents would like to buy more green products but feel they are too expensive. Among
women, higher prices are even more of an issue. Considering that women are more likely than men to be the primary
shopper of the household, the higher price point of green may put some products beyond their budget.
Because green has become mainstream, accounting for 15.2 % of new product launches in 2011 (see Green
Purchasing Behaviors), companies need to overcome the notion that green versions of products are available only at
premium prices, and that multiple price points are available. Or, companies can work to justify the higher prices by
focusing on the multiple uses of a green product. For example, the Zymeaway Kitchen & Bath Total Surface
Enzyme Cleaner profiled in the Green Innovations and Innovators, Household section comes with a much higher
price point than a traditional product. To justify the higher price tag, the product claims dual functionality of surface
cleaning and odor reduction as well as a detailed list of environmental, safety, health, and emotional benefits.
Other companies that offer premium-priced green products should take heed that todays value-oriented
consumer is often price-driven. For a higher-priced green purchase to be justified, companies need to offer
more than just basic functionality and offer a bonus green benefit.
FIGURE 59: Perceptions of green products, by gender, December 2011
Which of the following statements do you agree with?
All Male Female
Base: internet users aged 18+ 2,000 980 1,020
% % %
I would like to buy more green products but they are too expensive 41 37 45
Green products are usually safer than traditional products 36 33 40
Green household cleaning products clean as effectively as traditional products 26 24 29
Source: Mintel
25-34s a key segment of green purchasers; perception doesnt quite match behavior
Much has been written about how the Millennial generation (those aged 18-35 in 2012) are a more globally minded,
2/26/2014 Marketing to the Green Consumer - US - April 2012 - Perceptions of Green Products
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environmentally aware group of consumers. As shown in Green Purchasing Behaviors, four in 10 Millennials are
classified as Super/True Greens based on their frequency of purchasing green productswhich is a greater share
than older generations. However, older Millennials dont seem to fit the mold of a Super/True Green consumer based
on the attitudes they hold toward green products.
Respondents aged 25-34 are the least likely to agree that green products are usually safer than traditional products,
and they are among the least likely age group to agree that green household cleaners are as effective as traditional
products. Given that consumers in this age group are among the more committed green purchasers, these results beg
the question: Why are 25-34s buying green? Its possible that those aged 25-34 have formed a habit of buying
green since these products gained great publicity and became mainstream right as members of this age
group were in the midst of leaving the nest setting up their own households (around 2006-08). It is possible
that these habits have become ingrained and these consumers are loyal to green brands without really
thinking about their purchases.
Consumers aged 25-34 are more likely than older consumers to have younger children living in their household, and
therefore, green brands would do well to highlight how their products are a safer alternative than traditional products.
To do this, brands will want to specifically show how their products result in a healthier and safer environment, which
will ultimately benefit growing children.
FIGURE 60: Perceptions of green products, by age, December 2011
Which of the following statements do you agree with?
All 18-
24
25-
34
35-
44
45-
54
55-
64
65+
Base: internet users aged 18+ 2,000 260 358 370 386 292 334
% % % % % % %
I would like to buy more green products but they are too
expensive
41 41 46 43 45 40 32
Green products are usually safer than traditional products 36 36 30 36 38 42 37
Green household cleaning products clean as effectively as
traditional products
26 28 25 24 27 26 29
Source: Mintel
Affluents more likely to feel green household cleaners are less effective
Despite the variety of innovative green household cleaning products launched in recent years, green cleaners still
suffer from a reputation for being less effective than traditional products. This is particularly an issue among those who
can most afford the higher prices often associated with green products. Only about one in five respondents with a
household income of $150K or more feel that green cleaners work as well as traditional cleaners.
Green cleaner manufacturers will need to counter this perception to increase sales among this most affluent
consumer group. While environmental benefits can be a part of the marketing, for cleaners, efficacy is
paramount. Marketing for pricier green cleaners should therefore be sure to show how the products
measure up against the traditional versions.
FIGURE 61: Perceptions of green products, by household income, December 2011
Which of the following statements do you agree with?
All <$25K $25K-
49.9K
$50K-
74.9K
$75K-
99.9K
$100K-
149.9K
$150K+
Base: internet users aged 18+ 2,000 372 449 395 274 356 154
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% % % % % % %
I would like to buy more green products but
they are too expensive
41 33 41 45 46 44 36
Green products are usually safer than
traditional products
36 30 37 39 39 38 34
Green household cleaning products clean as
effectively as traditional products
26 23 29 30 24 27 21
Source: Mintel
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