CHICAGO—Being green is in, but are Americans willing to pay more for products that help lighten their carbon load? According to a new report on green living from Mintel, more than one-third (35%) of survey respondents say they would pay more for ‘environmentally friendly’ products.
Although the natural and organic food and beverage category took a hit in the recession, with only 1.8% growth in 2009, sales in the category are expected to grow 20% in the next two years.
According to Mintel, only 21% of organic food buyers have cut down or eliminated organic purchasing, while 20% have switched to less expensive organic options. Meanwhile, nearly half (48%) are buying as much or more organic food than before the recession. This suggests that organic food is a core lifestyle element for many people who may make cuts in other areas of their budget before they will turn away from organics.
