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U.S. shoppers still paying more for ‘green’ products

March 25, 2009
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U.S. households are continuing to pay more for “green”, environmentally-friendly household products, defying a broad trend of shoppers “trading down” to lower priced goods and retailers’ own-label brands, reports the Financial Times. Clorox, the first large consumer company to start a “green” cleaning product, said that its Green Works brand had been a significant contributor to its homecare sales growth since its launch in January last year. S.C. Johnson also entered the market last year with “natural” versions of its Windex cleaners. Hain Celestial, known for its organic and natural food brands, is also planning to launch a new line of green cleaners this year. U.S. organic food sales are also still rising, but growth rates have slowed sharply. The continued growth in green products is being supported by expansion into mainstream grocers and discounters, rather than in the traditional natural and organic retailers, as consumers shift shopping to lower-cost stores.
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