Mintel finds more new products boasting environmentally friendly claims

Posted by Daniel Palmer on 10th April 2008

Americans increasingly express environmental
concerns, so manufacturers are taking steps to convey the eco-friendliness
of their products. According to Mintel Global New Products Database (GNPD),
the number of new products with an environmentally friendly claim has grown
substantially over the past five years. In 2002, only five such products
were launched, but in 2007 there were a staggering 328. This was an
increase of nearly 200% from the year before.

“We’re seeing rapid growth in new products with environmentally friendly
traits,” comments Chris Haack, senior research analyst at Mintel. Haack
goes on, “more than ever, shoppers want to purchase goods that help protect
and preserve the world around them. Manufacturers have responded with
everything from recyclable packaging to products that maintain the body’s
health to entire brands that support environmental causes.”

According to Mintel, people especially look for eco-friendliness when
shopping for household paper products (66%), food (57%) and energy
efficient appliances (48%). The environment, a desire for pesticide-free
foods and the rising costs of energy are driving people toward greener
purchases. One new trend observed by Mintel is foods that are not
necessarily organic or natural but address other environmental concerns.
For example, some companies use Green Energy Credits logos on packaging,
while others support major health associations.

Mintel reveals that almost 200 million Americans buy green products. Price,
perceived value and convenience drive these purchases as more and more
people take on a green lifestyle. Thanks to manufacturers’ recent moves,
consumers can now find more choices of environmentally friendly products
than ever before.