The Eco-friendly Opportunity is Huge

80% of US adults are purchasing Green products* at least some of the time

Whats the attraction?

Pollution and other toxins raise concerns Increased awareness of environmental issues Good for me, good for the planet Green is hip

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Trial High; Commitment Low

Only 12% of US adults say they buy Green products regularly, while 68% are buying them sometimes

Whats the problem?

Lack of labeling rules leads to confusion High Price Limited Availability

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The Green Cleaning Category Lags Behind

Household cleaning products account for about 15% of mainstream supermarket sales, but only 1% in the natural channel.
Why?
Lack of awareness as to how Green cleaners can help the environment Belief that using Green to clean means sacrificing efficacy Narrow range of brand/product choices

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Who is Buying Green?

Trial Consumers: Willing to try, but tend to stick to natural foods. Open to the idea
of doing more but its not a priority. usually consumables.

Occasional Consumers: Have integrated a few Green products into their lives,

Regular Consumers: Take action to make Green a part of their lives, yet remain
primarily in the food/beverage categories.

Committed Consumers: Dedicated to a Green lifestyle, for the good of themselves

as well as the world around them. Using Green products from all categories, including household cleaners and laundry.

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Fewer Households = Greater Volume

As eco-friendly household cleaners & laundry products continue to emerge, Regular and Committed users will offer the biggest opportunity for growth.
60

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Brands Begin to Respond

A Green corporate image is a profitable one

Whats in it for them?

Perceived moral equity Consumers paying more attention to corporate values

Examples:
GE, Ecomagination Walmart, Eco-friendly commitment Toyota, Prius

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The Competition

Dedicated Brands
Green brands that have always existed to offer eco-friendly alternatives Primary focus is eco-friendly; efficacy perceived as secondary Limited selection of readily available Dedicated brands and products

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The Competition

Dabbler Brands
Mega-brands that are seizing on the Green trend and adding eco-friendly variants

Primary focus remains efficacy, with nod to specific eco-friendly benefits

Skepticism exists as to true dedication to Green values

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The Opportunity
A new Dedicated brand has the biggest opportunity for growth in the Green segment

Target Regular and Committed Green consumers

Penetration still low; even among Committed, only 8% regularly using green cleaning/laundry products Room exists to add to selection of brands that share their Green values

Differentiate by directly addressing perception of lack of efficacy in eco-friendly products

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