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Nielsen Co. event pegs growth of green products to $400 billion by 2010
Phoenix Business Journal
Thursday, June 5, 2008

Green and healthy products drive $209 billion in sales, and are expected to reach more than $400 billion by 2010.

That's the word from the Natural Marketing Institute, which discusses results from an analysis of green consumers and their shopping habits at The Nielsen Co.'s Consumer 360 Conference Thursday in Phoenix.

Nielsen and NMI describe the growing group of consumers as "lifestyles of health and sustainability" and say one in five consumers fit into that group. They are top spenders in categories focusing on organic, natural and environmentally friendly options, such as produce, cereal, soup, eggs, pasta, nuts and noncarbonated drinks, the groups say.

The research also showed green consumers spend more in warehouse clubs than other channels, such as grocery stores, drug stores or supercenters.

"Sustainability is here to stay, and clearly, our research shows that (green/healthy) consumers are important consumers for consumer products group manufacturers and retailers to attract to their brands and stores," said Todd Hale, senior vice president of consumer and shopper insights for The Nielsen Co., in a statement.

"These consumers are early adopters, loyal to companies whose values match their own, and validated by our research, willing to put their money where their mouths are," said Patti Marshman-Goldblatt, senior vice president for NMI. Organics, for example, are "on fire with billions in sales," she said.