eco-centrics, but unlike the eco-centrics, the eco-chic consumers ultimately returned to their favorite
non-green brands. For example, the eco-chic group was quick to purchase products from a recently
launched eco-friendly household cleaning line, according to IRI, but their repeat rates for the same
products were well below the general population average. In addition, when asked to choose between
taste and perceived quality versus environmental friendliness, they ultimately chose the former as
seen by lower than average purchasing of eco-friendly food and beauty items in categories, including
cereal, milk, oral care and skin care.
On the flip side, the eco-centric segment, comprised of high-income, educated urbanites actively doing their part to protect and improve the environment, truly appears to follow through on
their environmental beliefs with purchases of eco-friendly products. In 15 of 16 eco-friendly product groups analyzed, eco-centrics tried products at a rate above the general population. Their willingness to try eco-friendly products spans from their food and beverage purchases to their personal care and cleaning product purchases, including oral care, skin care and laundry detergent. And,
what really matters to manufacturers is that they continued to purchase these eco-friendly products illustrating their long-term environmental commitment. According to IRI, there were especially high repeat indices for dish detergents.
“Given some of the obvious issues that consumers face in today’s market, such as high gas
prices, higher unemployment rates and concerns over the financial investment community, it will
be increasingly more challenging for many consumers to incorporate their sensitivity to the environment into their actual behavior, particularly for those green products that may cost more to
purchase,” said Mr. Tomei. “This analysis proves not only the efficacy of the Shades of Green segments in defining consumers to target, but also the undeniable importance of green positioning to
manufacturers and retailers.”
More info: http://usa.infores.com
GO ONLINE TO
BUDGET IN TOUGH
Late nights spent surfing the internet may help credit-crunched consumers save cash this coming holiday
season. According to Burst Media’s surveys of more than 3000 internet users ages 18 and older
about expected use of the internet for the upcoming holiday season, economic woes quickly impacted consumers’ holiday spending plans. The Burlington, MA company found that the number of
consumers who plan to spend less this holiday season increased in
the four weeks between its August and September surveys.
In a statement, the company said that while it “cannot correlate
this change with the economic climate, September data shows a significant shift from our earlier reading.”
The September survey findings showed that 33.8% of respondents
expect to spend less on gifts and entertaining this holiday season
compared to 2007—which was up from ( 26.9%) in the August survey. Slightly less than one-third will spend “about the same” as last
year, 16.6% will spend more, and 18.9% are unsure of their 2008
holiday spending, according to Burst Media.
Other findings showed that moms 45 years and older will be more
frugal, with 43.8% planning to cut holiday gift and entertainment
spending. Men, too, appear to have been affected by the dismal Wall Street headlines. In the August
survey, 21.5% of men planned to cut holiday spending. In September, that number rose to 32.5%.
Additionally, respondents reporting high household income planned to pull back their holiday
spending. In September’s survey 39.3% of respondents reporting household income of $75,000 or more
plan to spend less on gifts and entertaining this holiday season, compared to 25.3% in August.
According to Burst Media, consumers will be looking to stretch their dollars online. More than
55% of respondents expect to make a holiday gift purchase online, up from 48.8% who made an
online purchase in 2007. Web prowlers will also use the internet to research potential holiday purchases, including comparing different retailers to find the best price, according to the company.
“Advertisers will need to redouble their efforts to reach consumers online,” said Chuck Moran,
vice president of marketing for Burst Media. “In a very challenging holiday season the internet
can serve as an effective medium to reach target audiences and maximize the efficiency of media
budgets. Online media advertising also affords marketers the flexibility to quickly tailor advertising and offers for changing market conditions as they happen.”
More info: www.BurstMedia.com