Consumers Avoid Green When Their Wallets Lack It
In 2008, sales of Clorox Green Works products topped $100 million. But the recession has changed that, ending consumers' affection for saving the planet. While farmers' markets and Toyota's Prius are the exception, green sub-brands of big home products brands are limping now. Sales of Green Works products have fallen to $60 million a year and similar lines from other manufacturers have fallen as well. Analysts say even a few extra pennies for a cleaning product that also cleans your conscience may be too much for consumers now: Clorox Green Works All-Purpose cleaner is $3.29 at Stop & Shop. The same sized bottle of Fantastik is $2.89.
However, while the green sub-brands of major manufacturers like Clorox have taken a big hit, those of smaller, independent brands whose raison d'etre is environmentally friendly products -- Seventh Generation and Method, for example -- are actually rising, according to Sanford C. Bernstein & Co.