Nation's Leading Retailer reveals 66 percent increase in Live Better Index
that tracks eco-friendly shopping habits
BENTONVILLE, Ark., April 21 /PRNewswire-FirstCall/ -- On the eve of
celebrating Earth Day, Wal-Mart issues new consumer research that shows
shoppers are considering the environment before making a purchase. Today
the retailer announced an adoption rate increase of 66 percent from last
year in its sustainability Live Better Index, which has been tracking
consumers' decisions to purchase five key eco-friendly products since April
2007. This growth in the sustainability index shows that concern for the
environment has a growing presence in shopping baskets of the retailer's
200 million annual customers.
The sustainability Live Better Index follows the adoption rates --
sales compared to other products in the category -- of five eco-friendly
products based on Wal-Mart sales data. The overall adoption rate of these
products serves as a nationwide trend indicator of consumer demand for
'green' products. These products were selected because consumers can make a
conscious decision to purchase them for their environmental and cost-saving
benefits versus other products in the same category.
"When the sustainability Live Better Index was established, we wanted
to help Americans understand that environmental choices were accessible and
affordable for everyone," said Stephen Quinn, chief marketing officer at
Wal- Mart. "The fact that product adoption has increased dramatically in
one year shows that the decisions our customers make in the aisles coupled
with Wal- Mart's commitment to providing more eco-friendly choices at the
best value is helping consumers and the planet live better together."
Eco-Friendly Products on the Rise
The sustainability Live Better Index data for April 2008 show a 37
percent increase in adoption of organic milk and a 47 percent increase in
adoption of compact fluorescent light bulbs since April 2007. In October
2007, Wal-Mart began a nationwide transition to sell only concentrated
liquid laundry detergent as part of its commitment at the Clinton Global
Initiative, contributing to the increased adoption rate of concentrated
liquid laundry detergent. As a whole, adoption rates of the five
sustainable Live Better products have increased significantly over the past
year:
1. Compact fluorescent light (CFL) bulbs - Average adoption rate of
19.7 percent (up from 13.39% in 2007)
- Delaware leads the category with an adoption rate of 25.8 percent
2. Organic baby food and formula - Average adoption rate of 4.12 percent
(down from 4.31% in 2007)
- California continues to lead the category with an 8.58 percent
adoption rate
3. Organic milk - Average adoption rate of 1.58 percent (up from 1.15% in
2007)
- Virginia has the highest adoption rate of organic milk at
2.7 percent
4. Extended life paper products - Average adoption rate of 67.5 percent
(up from 50.77% in 2007)
- Minnesota has the highest adoption rate with 78.1 percent
5. Concentrated/reduced-packaging liquid laundry detergents - Average
adoption rate of 76.3 percent (up from 22.86% in 2007)
- Oklahoma leads the category with an adoption rate of 96.3 percent
To reflect the growing consumer preference for eco-friendly products,
Wal-Mart will now track additional product categories including sustainable
coffee and eco-friendly cleaning products in the Live Better Index. These
additions follow the introduction of the Sam's Choice coffee (Apr. 2008)
and Clorox Green Works(TM) (Jan. 2008) lines to Wal-Mart stores.
Wal-Mart tapped into the growing influence of environmental concerns on
consumer shopping behavior, as shown by the new sustainability Live Better
Index findings, and launched its most comprehensive environmental
sustainability campaign this April to celebrate Earth Month. The campaign
highlights eco-friendly products available at budget-friendly prices,
including all of the products tracked on the sustainability Live Better
Index. New products introduced to consumers included t-shirts made from
transitional cotton and recycled plastic soda bottles and Sam's Choice
sustainable coffees.
American Consumers Continue to Drive Change: Live Better Index 2008
Findings
As the number of eco-friendly products at Wal-Mart grows, many states
across the country are starting to take notice and are increasing their
commitment to eco-friendly products:
-- California is now the "greenest" Wal-Mart state in the country,
surpassing last year's leader New Hampshire, with an average adoption
rate of 38.8 percent.
-- New Mexico had made the most progress since 2007 with a more than
96 percent increase in their overall adoption rates.
-- In just three months, eco-friendly cleaning products garnered a
4.8 percent adoption rate across the United States.
-- Washington leads the way for sustainable coffees with a 0.7 percent
adoption rate.
More details on the Live Better Index can be found online at
http://www.livebetterindex.com.
About Wal-Mart Stores, Inc. (NYSE: WMT)
Every week, millions of customers visit Wal-Mart Stores, Supercenters,
Neighborhood Markets, and Sam's Club locations across America. The company
and its Foundation are committed to a philosophy of giving back locally.
Wal-Mart (NYSE: WMT) is proud to support the causes that are important to
customers and associates right in their own neighborhoods, and last year
gave more than $296 million to local United States communities. To learn
more, visit http://www.walmartstores.com, http://www.walmart.com, or
http://www.walmartfoundation.org.
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