ARLINGTON, Va. — Despite the economy, consumers are still willing to buy products that are marketed as environmentally friendly — but only at an agreeable price.
“More consumers say they will buy green only if price, quality and convenience are equivalent to competing products,” said Lynn Dornblaser, director, CPG trend insight, Mintel International Group, Chicago. “They are more focused on price than in the past.”
Dornblaser spoke here last week at the Sustainability Summit, sponsored by the Food Marketing Institute and the Grocery Manufacturers Association.
According to Dornblaser, 25% of all new products in the U.S. bear some kind of sustainability claim.
In a Mintel survey of consumers' views on green products, two-thirds said they wanted packaging to create less waste, she said. “Changing the packaging type and reducing the amount of waste is probably the area where you see the most discussion about sustainability.”
One new example of reduced packaging with a nod to the economy is the switch from bottles to pouches. Reckitt Benckiser has introduced a 100-fluid-ounce version of Lysol cleaner in a pouch, touting the message, “Save smart: more value, less packaging.”
“This sends a message that if you buy this you'll be good to the environment and save some money as well,” Dornblaser said.
