BBMG Study Finds Consumers Prioritize Eco-Friendly Food, Beauty, Cleaning Products

(CSRwire) NEW YORK, NY. – April 16, 2009 – In belt-tightening times, consumers are prioritizing eco-friendly food, beauty and household cleaning products, according to the 2009 BBMG Conscious Consumer Report: Redefining Value in a New Economy, the second annual national study on purchasing behavior and social values from BBMG, an integrated marketing firm that works at the intersection of branding, sustainability and innovation. The report is available here:

“In a tough economy, consumers are prioritizing healthy food, beauty and cleaning products that go in, on and around their bodies,” said Raphael Bemporad, co-founder, BBMG. “Brands that deliver health and safety at an affordable price will be best positioned to survive the recession and thrive long term.”

According to the report, consumers make it a priority to purchase healthy food, valuing products that are “good for your health” (55 percent very important), “hormone or pesticide-free” (40 percent), “made from all natural ingredients” (31 percent), “not genetically modified” (30 percent) and “USDA Organic” (22 percent).

Americans also care about what they put on their bodies. More than four in ten consumers (43 percent) are “box-turners” and check the list of ingredients in personal care or beauty products before purchasing (18 percent always, 25 percent most of the time), demonstrating increasing awareness and interest in looking for potentially harmful or eco-friendly ingredients.

Consumers also consider their home environment, or what they put around them. Four in ten consumers (40 percent) regularly buy environmentally friendly cleaning products (12 percent always, 28 percent most of the time).

“At a time when consumers are looking for products that are good for their health, family and the planet, sustainable brands have an opportunity to elevate authentic health and safety messages in their packaging, retail marketing and branded experiences,” said Mitch Baranowski, co-founder of BBMG.

The BBMG Conscious Consumer Report explores the attitudes, preferences, values and experiences that shape consumer purchasing behavior, brand loyalty and peer-to-peer influence. Conducted by BBMG, in conjunction with research partners Global Strategy Group and Bagatto, the report combines ethnographic research in two U.S. markets (conducted in January and February 2009) with a national survey of 2,000 adults (conducted October 26 – November 6, 2008). The survey margin of error is +/- 2.2 percentage points.

About BBMG: With offices in New York City and San Francisco, BBMG is a nationally recognized firm dedicated to creating innovative brands that reach, engage and inspire today’s increasingly conscious consumers. Clients include ShoreBank, Clif Bar, ONE Drinks, Ceres, Green America, Social Venture Network, among others.

About Global Strategy Group: Global Strategy Group is a leading strategic research firm specializing in identifying the underlying factors that impact consumer and voter attitudes and behavior.

About Bagatto: Bagatto is a Customer Insights Consultancy specializing in customer focused business, product, and service design research and strategy.