Green products continue to gain traction despite the current recession, according to the latest IRI Times & Trends Report tracking purchasing trends in the consumer packaged goods industry.The popularity of eco-friendly, organic, and fairtrade products has increased each year for the past five years as more shoppers factor in the environmental impact of the products they buy, the report finds.
While the most environmentally focused consumers held steady in their green product spending last year, the report chalks up the flat sales to the fact that these consumers have already "saturated their [shopping] baskets with sustainable products." The next greenest consumers haven't yet tapped out their adoption of new green products, increasing spending on these items by 15%.
Green Naives are young, lower-income shoppers with little interest in environmental responsibility.
Eco-Villians - generally middle-income men - do not environmental concerns into their purchasing choices.
"Certainly, some consumers are not spending money on green products, but others are actually maintaining or increasing green spending," Blischok says. "A viable green market remains, even in these challenging times; the key is to understand different consumer segments and create messages and products that meet their varied needs."