If you ask consumers in the United States and Canada if they have heard of “green” bio-based products, the majority of them will say “Yes.” Because of this, there seems to be real market potential in North America for bio-based and “green” household products with environmental benefits. The Genencor Household Sustainability Index found that 4 in 10 American consumers, and about one-third of Canadian consumers, already have heard of the term “bio-based” to describe ingredients used in cleaning and personal care products, clothing and fuels, such as ethanol and biodiesel. But consumers remain skeptical about specific environmental claims.
According to the survey, about 8 in 10 consumers in both countries said they would definitely or likely purchase household products that are bio-based instead of products that are not, especially if the products are comparable in cost and effectiveness. With skyrocketing gas prices and growing enthusiasm for the environment, bio-based products can provide an affordable and beneficial alternative to petroleum-based chemicals used in a range of household products. Today, there are thousands of consumer products made with bio-ingredients. In fact, the U.S. Department of Agriculture estimates that there are 20,000 bio-based products currently being manufactured in North America. As part of a new program launched in March, the USDA already has certified dozens of consumer products with its “BioPreferred” label, which designates that a product is made with a high percentage of agricultural ingredients.
“Our research shows that while consumers in North America are interested in purchasing green household products, they also want to be assured that the environmental claims are sound,” says CEO Tjerk de Ruiter of Genencor, a biotechnology company that makes enzymes used in nearly 400 commercial products. “As an industry, we have an important responsibility to take into account these results and work to better inform consumers about the environmental benefits of these products.”
