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The Orlando Business Journal reports on new numbers from the Natural Marketing Institute saying that “green and healthy products account for $209 billion in sales, but that figures may reach more than $400 billion by 2010.” The study suggests that one in five consumers can be defined as living ;lifestyles of health and sustainability and are “top spenders in categories focusing on organic, natural and environmentally friendly options, such as produce, cereal, soup, eggs, pasta, nuts and noncarbonated drinks.”

According to the research, “green consumers spend more in warehouse clubs than other channels, such as grocery stores, drug stores or supercenters.”

This research was presented at The Nielsen Co.’s Consumer 360 Conference in Phoenix.

KC's View:
No reason to doubt these numbers, though it has to be noted that it is impossible to know how the projections will be impacted by an economy that is spiraling downward with little evidence of a rebound on the horizon. You have to think that the health of the green category will depend on 1) how much green it costs to acquire such products, and 2) how much green people actually have in their pockets to spend.