EVI Green Consumer Survey
Driven by demographics and rising income levels, the Indian consumer market has experienced significant growth over the past decade. With increasing awareness on sustainability and the environment, coupled with growing purchasing power, we believe there is a growing market for high-quality products that are environmentally sound and that possess greater nutritional value.
EVI conducted the Green Consumer Survey in 2011 with the goal of identifying the market potential for organic products and consumer expectations of this product segment. Data were obtained using a structured questionnaire administered to 500 people in the Delhi NCR region.
The survey demonstrated the following:
Environmental awareness is on the rise, and the demand for environmentally friendly products is increasing. At the same time, consumer expectations are also rising. Through better marketing of environmental and green benefits and by getting the price right, producers and marketers will be best able to position their products and gain market share in this important new segment.
The global organic food and beverages market is predicted to grow from USD 57.2 billion in 2010 to USD 104.5 billion in 2015, an annual growth rate of 13%. With growing concerns about climate change and fair trade, coupled with health concerns about pesticide usage, consumers are increasingly looking for organic products and have demonstrated their willingness to pay more for such products.
Although the market for green and environmentally-friendly products is still nascent in India, this is expected to change. India is on the verge of becoming one of the biggest consumer markets in the world. According to McKinsey & Company’s publication —India: The Bird of Gold, India will become the 5th largest consumer market in the world by 2020. This presents an opportunity for companies to integrate sustainable production within their businesses, creating value for customers and shareholders in an environmentally sustainable manner.
The growing pressures of the population and increasing urbanization create constant local-level challenges around water, waste management and air quality. Coupled with global concerns about climate change, there is a general sense of awareness and responsibility among the modern consumer.
EVI conducted a “Green Consumer Survey” to understand the potential for the green/environmentally-friendly market in India, with particular attention to the FMCG sector (e.g.: food products, cleaning products and electronics). The study provides an opportunity for business to enter this market by gathering information on the attributes the consumers look for, the factors that influence their decision market and their willingness to pay.
All of the samples were collected during March and April, 2011 in the Delhi NCR area. The questionnaire results were analyzed both quantitatively and qualitatively.