Environmental Leader published an article today, Fast-Moving Eco-Friendly Consumer Goods Appeal to Many, noting the rapid increase in consumers purchasing organic and personal care products, natural foods and beverages. According to the report, over 1/3 of all consumers purchase goods in these categories. This makes it the fastest growing category of green products.

This makes sense.

In my previous posts here and here, I’ve talked about how important it is to realize that there are different segments in the green market. These consumers are driven to purchase green and eco friendly products for different reasons.

The Naturalites, a good 25% of the population are primarily concerned about personal health and wellness, and use many natural products; would like to do more to protect the environment. They are, of course the prime target for organic and natural food, beverages and personal care items. Throw in some of the LOHAS consumers (16% of the population) and some Conventionals (23%) and it adds up to one third of the market.

Sounds good for ecopreneurs in these categories…

But, while reading this cheery news, I happened to notice that this data comes from the 2007 Natural Marketing Institute’s, 2007 LOHAS Consumer Trends Database. Will this trend hold up in 2008?

As consumers cut back during this recession, I wonder how this trend will play out.

In general, consumers cut back and trade down in a recession, which could be good for some products and bad for others.

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