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In this 24-page issue, NBJ defines a broadly inclusive Healthy Products, Healthy Planet (HP2) market and quantifies 40 categories that total $440 billion in U.S. sales.
View Definitions of HP2 Market Sectors
Excerpt from overview article:
With this first-of-its-kind issue of NBJ, we combine research resources with sister publication Environmental Business Journal and step outside the box of the nutrition industry and into a broader world of opportunities for businesses seeking to improve the health of people and the planet. NBJ has drawn up a new ‘box’ to define what we are calling the ‘Healthy Products, Healthy Planet’ (HP2) market, a collection of seemingly divergent business segments.
Consumer products and industrial services may be at opposite ends of the economy, but we firmly believe that HP2 segments converge on the simple objective of a
creating a better world. The common thread may be health, it may be sustainability, it may be minimizing the footprint of each citizen, but collectively this $440 billion in U.S. expenditures represents the early stages of an inexorable trend towards a more healthy and sustainable economy.
While economic cycles and government administrations may hinder its growth, the demographics of an aging, health-concerned population and the increased awareness of our impact on the environment assure continued progress in HP2 segments. Polls show the vast majority of consumers reactively agreeing that they want do more positive things for themselves and the environment—although most feel they lack sufficient opportunity to do so. It is clearly the objective of companies in HP2 consumer products and services to provide this opportunity and to benefit from, if not lead, the consumer trend.
Separately, many industrial categories in the environmental industry depend to a certain extent on government programs to drive growth, and in recent years regulation-dependent segments like pollution control equipment, hazardous waste management and cleanup projects have experienced decline as enforcement has softened. However, evolving consumer demand combined with more progressive government policy (driven ultimately by the consumer in a democracy) should provide a more solid foundation for growth across all segments...
Figures included in this issue:
- Penetration Rates of Selected HP2 Categories in 2003
- The $440-Billion U.S. Healthy Products, Healthy Planet Market
- U.S. Organic Fiber Products in 2003
TABLE OF CONTENTS:
Green Market Overview 2004 Overview Article.....1-3
Companies pursue cause-related marketing: Thanksgiving Coffee, Zhena’s Gypsy Tea,
Stonyfield Farm, White Wave, Organic Valley and Recycline ........4-6
Natural Marketing Institute looks at LOHAS attitudes to socially responsible business ....... 7
Seventh Generation and Sun & Earth build mass market distribution for green cleaners;
government criteria and certification create momentum for commercial market ...... 8-11
Innovest Strategic Value Advisors rates environmental risk and social responsibility in the
global food sector; GMOs, climate change and nutrition are key issues ....... 11
Organic fiber sews up $85 million in consumer sales. Wildlife Works, Patagonia, Maggie’s,
Gaiam and Lifekind reflect on challenges in the organic cotton business ........ 12-13
WastAway fluffs up sales from solid waste, and TerraBuilt contributes to sustainable
construction with GreenMachine’s compressed earth building blocks .......... 14-15
Bio-based materials offer an alternative to petrochemical feedstocks, say pioneers of cleaner
chemicals, fuels and fibers; market awaits investment and government support ........ 15-17
Prospects for sustainable forestry improve as companies pursue certification ...... 18-19
Government-sponsored projects and LEED-certification boost demand as green buildings
penetrate deeper into U.S. construction market ......... 20-21
Fragmented certification makes ecotourism vulnerable to greenwashing, but core players are
determined to rationalize the industry and find new ways to offset travel impacts ......... 22-23
COMPANIES INCLUDED:
Above the Clouds, American Forest & Paper Assn, Biobased Manufacturers Assn., Biotechnology Industry Organization, Burrill & Co., Capital E, Center for a New American Dream, Center for Ecotourism and, Sustainable Development, Certified Wood Products, CHM Hill, Cogent Environmental Solutions, Conscious Media, Davis Langdon Adamson, EcoSynthetix Inc., Environmental Home Center, Forest Stewardship Council, Forest Trends, ForestWorld Group, Gaiam, GEMTEK Products, Green Business Network, Green River Lumber, Innovest Strategic Value Advisors, International Ecotourism Society, Iogen Corp., JD Power, Johnson Controls, Kelly-Goodwin, Lifekind, Maggie’s, Manaca EcoTravel, McKinsey & Co., Metafore, National Agricultural, Biotechnology Council, Natural Fibers Corp, Natural Marketing Institute, Organic Valley, Patagonia, Rainforest Alliance, Recycline, Roper ASW, Seventh Generation, Specialty Coffee Assn, SPINS, Stonyfield Farm, Sun & Earth, Sustainable Forestry Products, Global Alliance, Sustainable Travel International, TerraBuilt Corp., Thanksgiving Coffee Company, The Clean Environment Company, The Hartman Group, The Natural Marketing Institute, The Tower Companies, Tierra Vista Consulting, TransFair USA, US Green Building Council, Vertec BioSolvents, WastAway, White Wave, Wildland Adventures, Wildlife Works, Zhena’s Gypsy Tea Company
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