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PHOENIX -- "Going Green" is the "it" phrase of the decade. Analysts predict that green and healthy products, currently a $209 billion industry, will reach more than $400 billion by 2010.
The Natural Marketing Institute presented findings from its recent research report at The Nielsen Co.'s annual Consumer 360 Conference last week in Phoenix. The report studied green consumers and their shopping habits.
"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," Todd Hale, senior vice president of consumer and shopper insights for The Nielsen Co., parent company to CSNews Online, said in a released statement.
Nielsen and NMI said this growing consumer demographic is best defined as seeking "lifestyles of health and sustainability." One in five consumers fit into this demographic. 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 research also showed green consumers spend more in warehouse clubs than other channels, such as grocery stores, drug stores or supercenters.
"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," Patti Marshman-Goldblatt, senior vice president for NMI, said in a released statement. She added organics products are "on fire with billions in sales."