PAGE 1 The Eco-friendly Opportunity is Huge 80% of US adults are purchasing Green products* at least some of the time What’s the attraction? –Pollution and other toxins raise concerns –Increased awareness of environmental issues –Good for me, good for the planet –Green is hip *Defined as goods that minimize the impact to the environment in one or more ways Source: Mintel, Green Living, 9/2006 Mintel, American Living, 1/2007 russell davies: You’ve clearly benefited from having access to Mintel. So well done for getting hold of it. And you’ve done a smart and effective summary of the Mintel. (Those little footnotes/sources do really lend some authority.) But once you’ve finished summarising the situation you seem to run out of steam. There’s only one page with your thoughts, ideas, recommendations. And those thoughts aren’t that surprising / interesting given what the Mintel says. So I guess this feels like half a job done very well, but there’s not as much original thought as I’d hoped for. russell davies: You’ve clearly benefited from having access to Mintel. So well done for getting hold of it. And you’ve done a smart and effective summary of the Mintel. (Those little footnotes/sources do really lend some authority.) But once you’ve finished summarising the situation you seem to run out of steam. There’s only one page with your thoughts, ideas, recommendations. And those thoughts aren’t that surprising / interesting given what the Mintel says. So I guess this feels like half a job done very well, but there’s not as much original thought as I’d hoped for.

PAGE 2 Trial High; Commitment Low Only 12% of US adults say they buy Green products regularly, while 68% are buying them sometimes What’s the problem? –Lack of labeling rules leads to confusion –High Price –Limited Availability Source: Mintel, Green Living, 9/2006

PAGE 3 The Green Cleaning Category Lags Behind Why? –Lack of awareness as to how Green cleaners can help the environment –Belief that using Green to clean means sacrificing efficacy –Narrow range of brand/product choices Household cleaning products account for about 15% of mainstream supermarket sales, but only 1% in the natural channel. Source: Mintel, Green Living, 9/2006

PAGE 4 Who is Buying Green? Trial Consumers: Willing to try, but tend to stick to natural foods. Open to the idea of doing more but it’s not a priority. Occasional Consumers: Have integrated a few Green products into their lives, usually consumables. Regular Consumers: Take action to make Green a part of their lives, yet remain primarily in the food/beverage categories. Committed Consumers: Dedicated to a Green lifestyle, for the good of themselves as well as the world around them. Using Green products from all categories, including household cleaners and laundry. Source: Mintel, Natural Products Marketplace Review, 11/2004

PAGE 5 Fewer Households = Greater Volume As eco-friendly household cleaners & laundry products continue to emerge, Regular and Committed users will offer the biggest opportunity for growth. Source: Mintel, Natural Products Marketplace Review, 11/2004

PAGE 6 Brands Begin to Respond A Green corporate image is a profitable one What’s in it for them? –Perceived “moral equity” –Consumers paying more attention to corporate values Examples: –GE, Ecomagination –Walmart, Eco-friendly commitment –Toyota, Prius

PAGE 7 The Competition Dedicated Brands Green brands that have always existed to offer eco-friendly alternatives Primary focus is eco-friendly; efficacy perceived as secondary Limited selection of readily available Dedicated brands and products

PAGE 8 The Competition Dabbler Brands Mega-brands that are seizing on the Green trend and adding eco-friendly variants Primary focus remains efficacy, with nod to specific eco-friendly benefits Skepticism exists as to true dedication to Green values

PAGE 9 The Opportunity A new Dedicated brand has the biggest opportunity for growth in the Green segment Target Regular and Committed Green consumers –Penetration still low; even among Committed, only 8% regularly using green cleaning/laundry products –Room exists to add to selection of brands that share their Green values Differentiate by directly addressing perception of lack of efficacy in eco-friendly products