Green brands need to focus on distribution if they are to widen appeal of sustainable products. An Organic Monitor research finds the most successful green brands are those who have expanded distribution into mainstream channels. Such brands have managed to break ‘the green glass ceiling’ and outperform the market.
Organic Monitor press release
In spite of high consumer interest, most sustainable products have low market share. For instance, natural products represent just 3% of personal care product sales in Europe. Organic foods generate 4% of total food sales in North America; the market share of ethical textiles and green household cleaning products is even lower in these regions, below 2%.
A major factor behind the low market share is most green brands are focusing on specialist outlets. Few natural personal care products are in mass market retailers, whereas the channel generates over a third of cosmetic & toiletry sales in the US. Similarly, about 40% of organic food sales in Europe are still from organic food shops and health food retailers. Distribution is even more limited for ecological household cleaning products and organic clothing.
As will be shown at the Sustainable Food Summit and Sustainable Cosmetics Summit, green brands need to ‘think outside’ specialist retail channels if they are to broaden appeal. Brands are advised to follow pioneers like Green & Black’s and Aveda in reaching out to mainstream consumers. Green & Black’s has become the world’s leading ethical chocolate brand partly because of its success in large food …
