Digital Receipts Network

Supermarket News

February 23^rd, 2009

CHICAGO -- The number of consumers who say they almost always or regularly buy green products remains at 36% unchanged since 2008, when the number tripled from 12% the previous year, Mintel research shows.

Cost seems to have stalled green growth. More than half of consumers (54%) surveyed by Mintel said they would buy more green products if they weren't so expensive. The survey also found that the majority of adults are willing to pay only a little extra for green products, according to Marcia Mogelonsky, senior research analyst at Mintel. "Today's shopper is looking for value," she said in a statement. "True value includes health and safety benefits, quality, convenience, appeal and trust, all at a reasonable price. Companies who provide those benefits, as well as appease shoppers' green sensibilities, will enjoy success despite the recession."